Get in - Get it - Get out

The Problem:
Research showed that Boots' stores were complicated and difficult
to shop. Customers were not locating departments or finding
products, and it was exacerbated by the frequency of seasonal
changes and new product introductions.
The stores lacked impact on the High Street and a large variety of
(uncoordinated and confusing) instore signage had been built up over
the years. Improving instore navigation directly supports the strategic
goal of ‘get in, get it, get out’, increases conversion rates and
transaction values and refreshes the estate with a consistent signage
solution that will immediately improve ease of shopping and brand
perception.

Approach:
inspireRD Ltd assembled a small internal team from the format,
stores, property and marketing departments and selected the
appropriate external expertise. The project reviewed all
communication, from fascia to shelf edge, at each point of interaction
with the customer and the key criteria for success were determined as:

• improved conversion and transaction numbers
• ease of navigation through the building
• quick product location
• simplicity of approach
• ease of installation and re-location
• bold High Street presence
• capital costs to be less than current

Solution:

• Establish the core Brand colours and use that palate consistently
  across the chain
• Establish a signage hierarchy, from the Brandmark through to the
  shelf edge labels
• Different approaches (but from the same family), to differentiate
  Navigational signage from Departmental and Product signage
• Departmental and Product signage were developed on a magnetic
  system for flexibility
• The capital costs were reduced by between 40% and 90% of the
  existing specification.

Results:
Customer research, both qualitative and quantitative, showed
positive responses to the new external fascia, the strong corporate
signage, ‘please pay here’ and directional signage; and customers were
using the bus stop signage to find intimate products without the need to
draw attention to themselves.
RNIB researched the signage to ensure compliance with the DDA act.
They found no difficulty in using the signage to help them navigate the
store, the text size was legible from a reasonable distance and payment,
welcome and exit signage worked well.
The Store team have been very supportive of the new approach and it’s
benefits in helping customers find products, which assists them
particularly in areas of key expertise where colleagues are being called
away from the counter less frequently.