Dana Armstrong Consulting logo
Boots - Customer Journey Close Window

The signs and graphics can be seen across a busy floor but at the same time are unobtrusive, making navigating a shop with multiple levels straightforward. No room is left for way finding doubt and the system has been adopted across the chain

Best In-Store Communication

The Brief:

  • Improve the instore navigation to support the strategic goal of ‘GET IN, GET IT,GET OUT’.

  • Stores lack High Street impact.

  • Customers have trouble finding departments and products, which is exacerbated by the frequency of layout changes.

  • Define the Customer Journey to provide an easy shopping experience and enable customers to purchase all the items they came in for.

The Results:

  • Customer and RNIB qualitative and quantitive research was positive.

  • Won ‘Best In-Store Communication’ award from Retail Interiors.

  • Departmental and Category signage are on a magnetic system for flexibility.

  • Capital costs were reduced by between 40% and 90% of the existing specification.

‘Dana and her team brought ‘customer first’ thinking to our store development strategy’

David Kneale