Success Story: Boots The Chemists

Boots The Chemists uses the MicroStrategy Business Intelligence Platform™ to deliver improved analysis and reporting of loyalty data to a wide range of users. Part of the Boots Group Plc, Boots The Chemists is the UK’s leading health and beauty retailer and one of the best known names in the UK.

Boots utilizes MicroStrategy for a variety of applications, including basket analysis, customer segmentation, and direct marketing, using the vast amount of data collected from its Advantage Card loyalty program. By upgrading its MicroStrategy platform, Boots also provides more sophisticated analysis to its existing user base and allows more internal users to gain access to its core marketing database. The retailer has improved its one-to-one marketing efforts and increased the profitability and lifetime value of each customer. Boots also provides access to loyalty information through the MicroStrategy Web interface to external parties in its supply chain.

“The Web-based nature of MicroStrategy and its intuitive, customizable reporting allows us to roll it out to new groups of users quickly and easily,” said Scott Sommerville, Business Consulting Manager, The Boots Company Plc. “In the past, analysts were using MicroStrategy to extract insight from purchasing data, but now we are able to empower a wider range of business users with critical information to help make our individual customer propositions more focused and deliver competitive advantage in our market.”

“MicroStrategy has been one of Boots The Chemists’ primary insight tools since the launch of the company’s loyalty card program in 1997, which is now believed to be the largest one of its kind in the UK. We’re very proud to be part of its plans to further empower users to deliver their own analysis and drive real business value from customer data,” commented Tony Bethell, UK Managing Director, MicroStrategy.

Boots is the UK’s leading health and beauty retailer. It has approximately 1,500 stores in the UK and Irish Republic where it serves around 8 million customers every week. Boots develops and sells its own brand health and beauty products, a number of which are leaders in their respective markets.