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Boots Remade to Fit Customers
UK retailer Boots is the latest big name to restructure in the interests of becoming more customer-focused. The changes, announced last week, include the appointment of Directors of Loyalty, CRM, Customer Communications and In-store Marketing, all reporting to Marketing Director Elizabeth Fagan.
The store, which says its aim is to become a 'world-class pharmacy-led health and beauty retailer', is combining its trading and marketing teams to create a 'commercial' function, led by Fagan and Trading Director Ian Filby. Also reporting to Filby will be Nick Collard, who will head up a new Boots Brands and Exclusives Team as a Director.
Within the Marketing department there will be three further distinct functions: loyalty and insights, customer communications and in-store marketing. Fagan says the changes will drive product and brand development and put customer relations at the core of the company's strategy.
Boots UK is the UK health and beauty arm of Alliance Boots and is online at www.boots.co.uk .
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