Boots signs customer insight partnership

Boots UK has announced a partnership with IRI to develop and operate a range of customer insight tools for its product brands.

The partnership is aimed at driving a better overall customer experience, by bringing together a range of Big Data and analytical models to provide an insight into health and beauty consumer behaviour. The partnership will also result in improved quality of market, customer and loyalty data for Boots suppliers, who will have access to the same tools and information.

Ken Murphy, executive vice president of Walgreens Boots Alliance and chief commercial officer and president of global brands, commented: “I am very pleased that we are able to announce our new partnership with IRI. Joining forces with a global leader in Big Data and analytics will allow us to know more about our customers and, more importantly, improve their experience when shopping our product brands.

“At the same time, we will give our suppliers a powerful range of tools and platforms that will significantly improve their market knowledge and result in better and faster decision making. Together, we will have a more holistic view of our customers and be able to better anticipate and cover their current and future needs.”

Andrew Appel, president and chief executive officer at IRI, added: “We are proud to expand our relationship with Boots as we set out to create the most in-depth understanding of the health and beauty customer in the UK. Through our partnership, Boots and its suppliers will be able to deliver increased value to customers by leveraging customised category management tools and more precise and relevant market insight.”

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