Case Studies

One of the features of Boots recently revamped Covent Garden flagship is the increased use of digital advertising screens. According to reports in Essential Retail website Throughout the shop there is more use of digital screens than in traditional Boots sites, with Melanie Widdowson, head of in-store marketing and merchandising, saying it helped open up the aisles by reducing cardboard signposting and point of sale messaging. We didn’t want to introduce screens for screen's sake – that’s not the purpose,” she explained. We’ve thought about where it will help us reduce cardboard in the future and also how we can...