HON MAN CHU (JACKIE) T0006925
WING YAN CHOW (COEY) T0001707
FCP3 NEGOTIATED PROJECT FASH30108
WENJIE DENG (CINDY) T0000005
PAGES CH1 INTRODUCTION
3-5
CH2 ANALYSIS BOOTS
7-13
CH3 THE KEY INSIGHTS
15-17
CH4 THE RETAIL TREND
19-25
4.1 Now and Then 4.2 The Future
CH5 THE BIG IDEA CH6 THE NEW MARKET 6.1 6.2 6.3 6.4 6.5
27-29 31-57
Our Plan Analysis The New Market - Hong Kong Soap & Glory in Hong Kong Pop It Up Route to Customer
CH7
CONCLUSION
59-61
CH8
REFERENCE
62-63
CH9
BIBLIOGRAPHY
64-67
CH10 LIST OF ILLUSTRATIONS
69-71
CH11 APPENDIX
74-102
Our ambition as a global business is to be the most future focussed organisation in our markets. We want to ensure that we are exciting and engaging with consumers of all demographics using new technologies within the retail environment. In order to do this, we need to ensure that we are looking to future macro trends to ensure that we future proof our retail business. We would like you to consider what the retail landscape will look like in 2022 and how we as a global business should react in the short mediuim and long term.
To identify the key emerging trends that could influence the retail landscape in 2022 and consider how WBA as a global business could and shouls react.
- Research emerging macro, technology and retail trends to forecast what the future of retail could look like - Consider future consumers and how their shopping habits could change - Consider retail as bricks and mortar, online, apps and any future advancements where consumers could purchase our products - As consumers' expectations increase, how can we provide them with retail solutions that excite and engage them as well as meeting their high expectations
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By: Cindy
Fig 1. The Store in Victoria Centre, Nottingham
Fig 2. A store of Boots.
T h e p r o j e c t a i m i s to t a l k a b o u t launching Boots apartment store in Hong Kong market. Research has been carried out into understanding pharmacy retail changes, Hong Kong consumer engagement and consumer’s acceptance of Soap & Glory. We found that our target consumers will research detailed to see how they would have a response to the products. In the end, a ten years proposal for Boots launch in Hong Kong market and international has been found out.
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By: Coey
Pic3. A Boots outlet in 1962.
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Pic4: Boots the Chemist.
Boots found as an herbal medicine shop at Goose Gate, Nottingham in 1849 by John Boot. After the decades of its success, Boots has become a subsidiary under the management of an international retail company, Walgreens Boots Alliance since 2014. (BBC, 2014)
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Pic5. A Store from Boots.
Pic6. Unknown.
According to The Guardian (2016) and BBC (2016), Boots has roughly 2,510 stores and 60,000 employees in the UK. Moreover, Boots’ purpose is to help their customers to look and feel better than they ever thought possible. As one of the leading pharmacy stores in the UK, Boots have provided a wide range of services, including healthcare, beauty, food & drinks, optical and photography services, to provide outstanding quality and excellent services for their customers.
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By having a loyalty card system - Boots Advantage Card, one of the largest smart card retail loyalty card scheme in the world. The customers groups of Boots are mostly in 20 to 45 years old female, which made up 80% of all the customers. (brandingasia.com, 2016).
Pic8. Boots Advantage Card.
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Pic7. Unknown.
Pic9. Kiosks machines in Boots
As the perceptual map, which shown below, we can see Boots has to fight against with a lot of competitors in the UK retail market. According to the results of an online survey we have done during December 2015, most of the interviewees said that they will go to Superdrug, Co-operative p h a r m a cy a n d t h e p h a r m a cy counters in the supermarkets (such as Tesco and Sainsbury).
Pic10. Perceptual Map For Boots.
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Pic11. Boots’ SWOT .
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By: Coey
Here are our project research insights:
Pic12. An interactive touch screen in the store of Watches of Switzerland in London.
[1]
The whole retail environment has developed into a more hitechnology and digital format
Pic13. Unknown
[2]
Customers shopping habits are changing. They will emphasise a lot more on the shopping experience is given by the brand or the service.
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Pic14 Selfie Booth in H&M Pop-up Store
[3]
Interactive functions become one of the popular communication methods among the brands promotion.
Pic15 Mapping Our Destinations.
[4]
A successful brand must have the ability to adapt different market globally.
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By: Cindy & Jackie
Pic16. Cartogram of the trend of retail.
[ By: Cindy]
Pic17. Drugs: Drug Store, Brooklyn, New York. Pic18. Man, in, an, old, fashioned, pharmacy.
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Traditional pharmacy store is a shop that mainly responsible for prepare or supervises the dispensing of medicines, giving advice to patients on how their medicines are to be taken or used in the safest and most efficient way in the treatment. Comparing with the pharmacies stores from the past, the shops are now selling a wider variety of products, which seems more diversified and close to people's needs. Such contemporary pharmacy now not only selling medicine, health care nutrients but also provided different types of cosmetic, foods and daily essentials.
medical appointments can bolster patient empowerment and improve outcomes. To sum up, with the growing number of human and economic increase, we can see the trend of that pharmacy becoming diversified and humanisation will continue to grown and leading to the next decade.
On the other hand, no doubt that technology has played a significant role in our daily life, no matter a simple drug use application or instore touch screen, we can see the trend of using technology are everywhere in different industries. According to Bio Spectrum (2016), the consumers are looking for better ways to manage their medications and associated costs, and many prefer to do it themselves. Technology that gives consumers more control over their lives, suggests healthy decisions and avoid unnecessary Pic19. Glass shelves and windows in modern pharmacy.
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[ By: Jackie]
"
Technological i n n o v a t i o n s and a hyperconnected world have significantly influenced consumer behaviours and expectations. As a result, retailers are faced with a scary reality: change or become obsolete. Nejdawi, B., 2015
Pic20. An interactive campaign from Tesco.
The rise of the smartphone and constant Internet connectivity has changed consumer behaviour drastically. Not only phones but the rise of social media and e-commerce has also been a great driver in this behavioural change. (Uppal, M., 2015) The development of technology has changed the way we shop, and also the expectancy to the seller. Mobile device allows us to access the Internet anytime, anywhere, we can compare different product online by just a few fingertips on the screen, and see which is more suitable and who selling the same product at lower price. In the era of information technology, people can easily get the information they want from the Internet instead of going to physical places. Furthermore, digital device can be a tool to visit social media and different websites, the platform that people are sharing and receiving information. On the other hand, people can go online to shop 24/7; they can purchase an item without going out their home or when they are not able to get to the visual store or even from oversea retailers.
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Pic21. MOJO iCuisine Interactive Restaurant in Taipei. (Left) Pic22. Interactive services from L’Oreal. (Above)
As the ways in which people make purchase decisions multiply, retailers of all kinds are at a crossroads. One of the key reasons for operating a bricks-and-mortar store – b u i l d i n g a s t r o n g , d i s t i n c t i ve b r a n d experience – no longer seems relevant. Thanks to the rapid rise of social media and corporate transparency, consumers now wield tremendous influence in shaping retail brands and are growing increasingly sceptical of overly-slick store designs, clerks and marketing messages. (Cho, D. & Tiincia, B., 2012) People in this century, is not thirsty to the product’s information, according to Bree, T. L., The first and most drastic change retailers will have to make is to stop thinking of themselves as a place to sell goods but as one that primarily provides branded experiences. The retailers should not only focus on their product and the technologies, the need of the market has changed from
product to experience. The true joy of a store is not looking at digital representations of products on a screen but being able to touch, feel, taste, smell and experience products in a visceral way.(Stephens, D., 2016) Moreover, also, personalization is an important part of the future retail environment, people start looking for something special and each of them is unique, by analysing the data of each consumer, then provide the exact product then want. According to Lowy, S. M., with better data insights and a connection to your mobile phone Westfield can tailor the mall experience to meet your specific needs, whether that is to find a specific item in a specific store, explore new product lines or hunt for deals.
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By: Coey
Pic23. Unknown.
Due to the changes and developments of the pharmacy industry, it is important to provide better shopping experiences and environment to the customers. As Boots aims to become the first choice for their target and current customers, we want to build up a new retail environment for Boots, to fulfil the Boots’ customers’ needs. Therefore:
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O u r g o a l i s to g i v e Boots’ customers a new kind of satisfaction.
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By: Coey & Jackie & Cindy
[ By: Coey]
For the execution plan, we planned to explore a new market for Boots, by using its owned sub-brand - Soap & Glory. In the period of 2016 to 2025, we will launch two Soap & Glory popup stores in Hong Kong; also there will have a list of events and plans to support our ideas.
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2016-2017 PREPARATION YEAR
2018 PROMOTION YEAR [1] Launch different events & take part in beauty exhibitions or fairs in Hong Kong [2] The Package Design Competition [3] Launching Private Opening & Promotion Events
2019 POPUP STORE LAUNCHED
2020 REFLECTING YEAR
2021-2025 Open counters / store of Soap & Glory or even branches for Boots in Hong Kong
Pic 24. Timeline for our execution plan.
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During the process of our plan, our plan is going to expand into three different areas:
SHORT TERM
EXPERENCE
We are not only selling products to our customers, but we are also selling an experience to them. Apart from the pop-up stores, we will hold different kinds of workshops and tutorials to let our customers try our products first, before purchasing.
SPECIAL
We will try to present our brand in multiple interesting ways. For example, due to our market is in Hong Kong, we will use a Hong Kong iconic transport – tram, as one of our pop-up store location. Moreover, there will have a special edition collection for Hong Kong and the package design will be inspired by the Hong Kong culture and style.
LONG TERM
CHALLENGES
Because of the cultural gap, we know that it is tough for a brand to enter a new market. By a relatively higher reputation of Soap & Glory in Hong Kong, we will use this brand as our starting point of our idea. After the popup stores are finished, we will try to bring Boots into this new market by opening branches.
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Pic 25. Hong Kong Skyline.
[ By: Coey]
Pic 26. The Beauty Gallery in Pacific Place, Hong Kong.
By having an excellent geographical location, Hong Kong is one of the most popular locations choices for the international companies to test their business ideas. In additional, because of the increased affluence and appearance awareness of Mainland China consumers, we can see there are a lot of potential for Hong Kong to become a stepping-stone for the global companies to enter the Mainland China market (HKTDC, 2016) Furthermore, owing to high production costs in Hong Kong, most of the beauty and pharmaceutical products are coming from the oversea countries, such as Japan, Thailand, United Kingdom and South Korea.
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Pic 27. Moodboard of Hong Kong.
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Where to shop cosmetics in Hong Kong?
The Hong Kong beauty retail market has separated into three major types of stores, including Department Stores, exclusive stores and cosmetics chain stores.
Pic 28. Lane Crawford Times Square Store.
Pic29. Giorgio Armani Beauty Hong Kong Store.
Pic30. Hong Kong Pharmacy Chain Stores - Watsons and Mannings.
Department Stores
Exclusive Stores
Chain Stores
If you are looking for highmid market beauty products, such as Shiseido, Dior, Chanel, B e n e f i t s a n d L ’ O r e a l , yo u can find them in the major department stores (e.g. Sogo, Yata, Lane Crawford), and also in most of the large shopping malls.
Most of the international beauty brands (e.g. Fancl, Too Cool for School, Make Up For Ever) will choose to launch their stores or counters in the shopping malls. Therefore, they may have and provide a more suitable environment for their brand and their customers.
In those chain stores, such as Manning’s, Watsons, SaSa, 759 Kawaiiland, Bonjour, most of them have provided a wide range of product lines; some o f t h e m m ay a l s o p r ov i d e various types of goods, from medicine to daily necessaries and cosmetics.
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The Gap
As we have mentioned before, the Hong Kong people will purchase beauty products from the international brands. Within these international brands, there will have a few smaller brands that are popular among certain countries but choosing not approach to these demands because of the lack of resources. As the situation goes on, some individual sellers have discovered the demand and the opportunity it provides and set up their own procurement service. Moreover, this phenomenon is also happening in the current Hong Kong.
Pic32 & 33. Instagram page about Hong Kong procurement services
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[ By: Coey]
Pic33. Pic34. Pic35. Pic36.
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Soap & Glory in Boots of Victoria Centre, Nottingham. Cosmestics Products from Soap & Glory. Body Wash from Soap & Glory. Products from Soap & Glory.
Why Soap & Glory?
During our research, we noticed that Soap & Glory would have greater opportunities to enter the Hong Kong market by comparing with the other sub-brands of Boots. F r o m t h e e a r l y t i m e , we h a ve asked in one of our online surveys about how Soap & Glory positioned in Hong Kong. According to the results, most of the interviewees stated that they have heard or even used Soap & Glory's products. Therefore, Soap & Glory will be our choice for the execution plan.
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Pic37. Perceptual Map for Soap & Glory in Hong Kong.
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The Competitors
As mentioned, the Hong Kong beauty retail market are leading by the international beauty brands, such as Lush, Kiehl’s, Kiko. For the market position of Soap & Glory in Hong Kong, it will be changing into a worldwide brand by providing a wide range of products in the future.
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Our Target Customers Soap & Glory is a brand, which tried to create a young and playful image to their customers. We will set our target customers as 15-29 years old Hong Kong girls, who are young, cheerful, active and independent; and also who loves to explore and try something new. To have a better idea and inspirations for Soap & Glory target customers in Hong Kong, we have done two customer profiles, which have shown on the next page.
Pic38. Nicole Warne.
Pic39. Camille Co.
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CUSTOMER PROFILES
(1) MELODY KWOK 21 years old | Fashion Design Student Interest
Photography, Travelling, Drawing, Shopping
Watch to
Facebook, Instagram, SnapChat, YouTube, TV
Wear
Makeup
StyleNanda, TopShop, Vivienne Westwood, H&M … Jill Stuart, Kiehl’s, Benefit, Chanel, Too Cool for School …
Pic40. Customer Profile 1
(2) CECILIA POON 25 years old | Office Assistant Interest
Travelling, Social, Eating, Dancing
Watch to
Facebook, Instagram, YouTube, TV
Wear
Makeup
Chanel, Amenpapa, Bread n Butter, Rococo, Uniqlo…. Soap & Glory, Chanel, Miss Dior, 3CE, Kiko, Body Shop, Lancôme…
Pic41. Customer Profile 2
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Pop-Up Tram
[ByďźšJackie]
This idea is inspired by the Hong Kong Sevens Bar Tram event. There were three trams operating from 6 pm to 11 pm, in between the Western Market Terminus to the Causeway Bay Terminus, and every passenger was served with two free drinks on the tram. Since the Causeway Bay is one of the busiest places in Hong Kong and with the presence of the one the famous landmark, Time Square. This location has given us an opportunity to reach our target consumers - the young ladies. For our pop-up tram idea, we are going to set up around five magic mirrors on the lower floor. Those magic mirrors will create by using cutting edge technology to let our customers apply their makeup virtually in just a few simple steps. Moreover, there will have a barcode scanner for the clients to scan in the products that they want to try and then a virtual makeup will apply on the mirror. On the other hand, we are going to sell some products in the tram. However, if consumers want to purchase other products, we will bring them to the Hysan Place, our pop-up store, which located in Causeway Bay. The second level will be the tutorial area, our makeup artists and models will hold an around 40 minutes make-up tutorial by sitting at the front of the tram, and showing how to use our products. Moreover, there will have a Q&A session for our makeup artists will give advice to the consumers.
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Pic 42. The Pop-up Tram Design.
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Pop-Up Store
[ByďźšCoey]
The pop-up store of Soap & Glory will locate in Hysan Place. This pop-up store will be separated into five different areas. The first one will be a machine for the customers to order and collect their products. The second one will be a walled touchscreen monitor; our customers can receive information from our app and also there will have a 3-D face scanning function for our customer to find a suitable product. The third one will be the display board that put different kinds of products of Soap & Glory. The forth area will be the one to one service counters to let our customers to receive more professional advice from our staffs. The last area will be a photo booth machine and the information desk. In additional, we will use the Soap & Glory ‘s colours - pink and white as the pop-up store design main colour palettes. Moreover, there will have a lot of light boxes and colourful wallpapers inside the pop-up store. On the other hand, according to the questionnaire we have done, the bath products, skincare products and makeup products are the most popular products types among the customers. Therefore, those kinds of products will be sold in the pop-up store; also we will launch a Hong Kong special collection to suit the Hong Kong market culture.
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Pic43-45. The Pop-up Store Designs.
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Why Pop-Up?
[By：Cindy]
“Pop-up shops are a way to test demand for your product or service, if you are not sure whether people will pay for ginger-flavoured crisps or whether there’s market for Game of Thrones fancy dress, give yourself a day, a weekend or a whole week to find out. “ Says The Telegraph (2016). Based on the research by EE, the pop-up retail sector generated £2.3bn in sales at 2015. According to the data by Pop-up Republic poll, when asked to name the top three reasons to shop or visit a pop-up store, finding unique services or product are ranked as the number 1 in the service, localised assortments and optimal pricing are the following. Therefore research has proof that consumer expects that the pop-up shopping experience will be unique, which different from the average brick and mortar visit. They look to pop-ups for more specialised shopping. Therefore, we can see there will have a potential to launch a store in a pop-up store format.
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Pic46. The Dirtyque Pop-up Store at London. (Left) Pic47. The Dior Pop-up Store. (Above)
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[By: Cindy]
Pic48. Unknown.
PRODUCT
PLACE
There will have our popular skincare, bath and make-up collection products in our pop-up store.
Causeway Bay will be our location choice for the pop-up stores.
4Ps of Soap & Glory Hong Kong Marketing
PROMOTION
PRICE
Social media platforms are one of the main marketing tools to connect our consumers. Moreover, it will also be combined with offline promotion methods to make sure we can get in touch with most of our target customers.
Due to a part of our target customers are teenagers; therefore we will set our prices in a reasonable and affordable range.
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ONLINE PROMOTIONS
As many consumers have shown to be active on social media, this is where Boots and Soap & Glory Hong Kong can catch the attention of target consumers. Primary research has shown that there are three social media sites that are used widely by our target customers, Facebook, YouTube and Instagram. Therefore, we will have different kinds of digital promotion platforms to get in touch with our customers, including website, Facebook and Instagram. Pic49. Soap & Glory Hong Kong Facebook Page.
PHONE
14:36
Soap&GloryHK
3min
873 Likes Soap&GloryHK Today’s lunch event at Hysan Place
Like
Comment 12
09:36
PHONE
97
50
Soap&GloryHK
3min
256 Likes
Soap&Glory 參加【#Popitups&g】有獎活動..
Like
Comment
Pic50 - 51. Soap & Glory Hong Kong Instagram Page.
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“YouTube is the 2nd largest search engine and the 3rd most visited website worldwide, behind only Google and Facebook respectively,” says Grow (2016). Therefore, collaborate with Hong Kong famous YouTuber might provide the opportunity to Boots and Soap & Glory Hong Kong better engage and reach the target consumers as well as enhance brand awareness. We are going to invite some Hong Kong Beauty YouTubers such as Alice Ha, Hana Tam, AmourBeauty JM, Ding Ding, Pumpkin Jenn to create some sponsored promotion videos.
www.soapandgloryhk.com
SUBSCRIPTIONS
Soap & Gloar HK
DingDing
Gabriella
Stila
MAC
Fancal
Beneet Cosmetics
Boots UK
Boots HKL
Video
A great day out with S&G eyeliners by Every Interaction 46,517,205 views • 1 year ago
Pic52. Soap & Glory Hong Kong YouTube Channel.
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OFFLINE PROMOTIONS
Apart from the online promotion, we will have a list of offline physical promotion methods. Firstly, we are going to hold a c o m p e t i t i o n fo r c h o o s i n g t h e packages for our Soap & Glory Hong Kong special collection. In this competition, we will invite the secondary school and university students to design a few packages which inspired from the Hong Kong cultures. The winner's design will become the package designs for the products of our Soap & Glory Hong Kong special collection.
Pic53. Soap & Glory Hong Kong Package Competition Poster
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Also, there will have promotion leaflets distributed throughout i n s to r e a n d t h e c o n s u m e r hotspots. The leaflets will show the range of products of Soap& Glory and Boots. Also, there have some vouchers in the leaflets for our customers to use in our Soap & Glory popup stores and online website. Pic54. Soap & Glory Hong Kong Promotion Leaflet.
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By: Coey & Cindy
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In conclusion, this report has been talked about the trends of retail and research on the opportunities on Boots or even their owned brand – Soap & Glory to enter a new market. With a strong superiority for Soap & Glory to enter the Hong Kong market, we believe it can become a great example and testing for Boots to start to enter this market in the period of 2021. Also, we will try our best to achieve our targets and give Boots’ customers or even Hong Kong people to have a new kind of satisfaction in the future.
Pic55. Hong Kong.
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1. Accenture. 2014. Retail Technology Vision 2014: the digital customer experience. [online] Available at: https://www.accenture.com/us-en/insight-retail-technology-vision-2014-future-trends [Accessed 21 Apr. 2016]. 2. Anon. 2005 Superbrands case studies: No7. BrandRepublic [online blog] 9 March. Available at: http://www. brandrepublic.com/article/464972/superbrands-case-studies-no7 [Accessed 22 November 2015] 3. Anon. 2012. SWOT Analyses: Discussion and analysis of three major UK retailers. [online] Available at: http://www.retail-week.com/Journals/2012/12/17/t/z/a/RW-SWOT-analyses3.pdf [Accessed 2 May 2016] 4. Anon. 2014. Boots acquires Soap and Glory. Cosmetics Business [online] Available at: http://www. cosmeticsbusiness.com/news/article_page/boots_acquires_soap_and_glory/103718 [Accessed 8 May 2016] 5. Anon. 2015. The Future of Retail: 10 Trends of Tomorrow. Planet Retail [online blog] 22 July. Available at: http://www1.planetretail.net/news-and-events/press-release/future-retail-10-trends-tomorrow [Accessed 21 Apr. 2016]. 6. Anon. 2016. Is Apple's new store the future of retail? The Telegraph [online blog] 20 May. Available at: http://www.telegraph.co.uk/technology/2016/05/20/apples-futuristic-new-store-in-pictures/ [Accessed 21 Apr. 2016]. 7. Anon. 2016. Where to Shop Cosmetics in Hong Kong?. Next Stop Hong Kong [online]. Available at: http:// www.nextstophongkong.com/cosmetics/ [Accessed 9 May 2016]. 8. Balasescu, M., 2013. The influence of innovations and technology on the future of retail. Bulletin of the Transilvania University of Brasov. Series V: Economic Sciences, 55 (2), 9-14. 9. Boots. 2015. History in the marketing. [online] Available at: http://www.boots.com/en/History-in-themaking_1371366/[Accessed 5. December. 2015] 10. Boots., 2016. The website of Boots [online]. Nottingham: Boots. Available at: http://www.boots.com [Accessed 15 April 2016] 11. Giannopoulos, N. 2014. Technology is a Catalyst, Brings the Store to the Customer. [online] 24 June. Available at: http://risnews.edgl.com/retail-news/Technology-is-a-Catalyst,-Brings-the-Store-to-theCustomer93722 [Accessed 21 Apr. 2016]. 12. Guo, Z. 2015. Future Commerce: The 5 key elements of future retail: Travel, Action, Rapid, Expenience and Innovation. Business Next [online blog] 14 May. Available at: http://www.bnext.com.tw/article/view/ id/36258 [Accessed 21 Apr. 2016]. 13. Hartman, D., 2016. Advantages & Disadvantages of a Specialty Store. Chron [online]. Available at: http:// smallbusiness.chron.com/advantages-disadvantages-specialty-store-22760.html [Accessed 8 May 2016] 14. Helios [pseud.], 2016. The Retail Stores of 2020. Helios Solutions [online blog] 16 May. Available at: http:// blog.heliossolutions.in/e-commerce-development/retail-stores-2020/ [18 May 2016].
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15. Ideo. 2016. Digital Experiences. [online] Available at: https://www.ideo.com/expertise/digital-experiences [Accessed 21 Apr. 2016]. 16. Invest HK. 2015. Cosmetics [online]. Available at: http://www.investhk.gov.hk/zh-cn/ files/2015/03/2015.03-cosmetics-en.pdf [Accessed 8 May 2016] 17. Lin, R., 2012. Beauty and Personal Care’s Evolving Retail Landscape and What It Means for the Industry. [online] Available at: http://www.in-cosmeticsasia.com/RXUK/RXUK_In-CosmeticsAsia/Files/Beauty%20 and%20Personal%20Care's%20Evolving%20Retail%20Landscape.pdf?v=634890881077440320 [Accessed 8 May 2016] 18. Lauren [pseudonym of Lauren Yee], 2012. Boots hits Hong Kong – and we’ve got the scoop!. Sassy Hong Kong [online blog] Available at: http://www.sassyhongkong.com/boots-hits-hong-kong-mannings/ [Accessed 25 January. 2016] 19. Lockley, M., 2011. Store Wars: Boots and Superdrug. The Guardian [online]. 9 September. Available at: http://www.theguardian.com/money/blog/2011/sep/09/store-wars-boots-superdrug [Accessed 5 May 2016] 20. Lord, R., 2013. Hong Kong to become popular venue for pharmaceutical companies to conduct drug tests. South China Morning Post [online]. 29 July. Available at: http://www.scmp.com/lifestyle/article/1291397/ hong-kong-become-popular-venue-pharmaceutical-companies-conduct-drug-tests [Accessed 14 May 2016]. 21. Mark Retail. 2016. 5 Trends Shaping Community Pharmacy Design. [Online]. Available at: http://www. markretail.com.au/index.php?option=com_content&view=article&id=162&Itemid=3 [Accessed at 16. May. 2016] 22. Mehta, P. 2014. Why the Future of Retail Will Blow Your Mind. Entrepreneur [online blog] 2 June. Available at: https://www.entrepreneur.com/article/234407 [Accessed 21 Apr. 2016]. 23. Moore, A. 2005. U.K.'S Boots Set To Grow Footprint In US. Beauty Market: Boots Makes Waves Across America. Fairchild Fashion Media.. 190 (16), 18. 24. M2 Presswire. 2013. Make-up, Skin Care and Beauty Product Markets in Asia to 2017. Market Size, Trends and Forecasts. Normans Media Ltd. Coventry. 25. Pitman, S., 2016. How specialty retailers are shaping the new color cosmetic landscape. Cosmetics designasia.com [online blog]. Available at: http://www.cosmeticsdesign-asia.com/Market-Trends/How-specialtyretailers-are-shaping-the-new-color-cosmetic-landscape [Accessed 25 March. 2016] 26. Popscout. 2016. Tramway’s First Pop-up Store in Hong Kong. [online] Available at: http://popscout.co/ tramway-pop-up-store-in-hong-kong/ [Accessed 20 May 2016].
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27. Statt, N. 2016. Apple just revealed the future of its retail stores. The Verge [online blog] 19 May. Available at: http://www.theverge.com/2016/5/19/11715726/apple-flagship-store-opening-san-francisco-photos [Accessed 21 Apr. 2016]. 28. Temporal, P. and Trott, B., 2001. Romancing the Customer: Maximizing Brand Value Through Powerful Relationship Management. Singapore: John Wiley & Sons. 29. Tomlin, A., 2011. Pow! It’s the MAC Wonder Woman Pop-Up Store. Popsugar [online blog] 28 January. Available at: http://www.popsugar.com/beauty/MAC-Wonder-Woman-Pop-Up-Shop-Pictures-13520058 [Accessed 15 February] 30. UK Essays, 2015. Boots UK Marketing Strategy Options [online] Available at: https://www.ukessays.com/ essays/marketing/boots-uk-marketing-strategy-options-marketing-essay.php [Access 3 May 2016] 31. Walgreens Boots Alliance. 2015. Retail Pharmacy International. [Online] Available at: http://www. walgreensbootsalliance.com/about/company/retail-pharmacy-international/ [Accessed 19. November. 2015] 32. Wang, J. (2016). The Trend of Future Retail. [online] Available at: http://www.apiaa.org.tw/information_ show.php?pid=5&sid=14&id=700 [Accessed 21 Apr. 2016]. 33. Whitehouse, L., 2016. Chinese consumers going online for international beauty. Cosmetics design-asia. com [online blog] 22 March. Available at: http://www.cosmeticsdesign-asia.com/Market-Trends/Chineseconsumers-going-online-for-international-beauty [Accessed 23 March. 2016]
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Pic 1: The Store in Victoria Centre, Nottingham UK, 2016, own Image. Pic2: A Store of Boots, credit to New Zealand Reand & Enterprise. Available at: https://www.nzte.govt.nz/en/news-and-media/nzhealth-it-company-signs-contract-with-boots-in-uk-and-ireland/ Pic3: A Boots outlet in 1962, Credit to: The Voorhes for Fortune. 2016. Available at: http://fortune.com/walgreens-greg-wassonstefano-pessina/ Pic4: Boots the Chemist. (1957), Credit to: Merthyr Tydfil. 2016. Available at: http://www.alangeorge.co.uk/bootsthechemist.htm Pic5: A Store from Boots, Credit to: Boots UK/ 2016. Available at: https://www.boots.jobs/life-at-boots/2016/02/work-experienceboots-one-retail-stores/ Pic6: Unknown. 2016. Credit to: The Guardian. Available at: https://www.theguardian.com/business/2016/apr/17/bootsregulator-investigation-general-pharmaceutical-council-nhs Pic7: Unknown. 2016. Available at: https://uk.pinterest.com/pin/490470215650458742/ Pic8: Boots Advantage Card. 2015. Credit to: Hayley Carr. Available at: http://www.londonbeautyqueen.com/2015/07/whowants-to-be-boots-points.html Pic9: Kiosks machines in Boots. 2009. Credit to: mHealth Insight. Available at: https://mhealthinsight.com/2009/07/17/how-cana-pharmacy-benefit-from-mobile-engagement/ Pic10: Perceptual Map For Boots,2016. Own Image. Pic11: Boots’ SWOT, 2016. Own Image. Pic12: An interactive touch screen in the store of Watches of Switzerland in London. 2015. Credit to: Matt Alderton. Available at: https://lineshapespace.com/big-data-in-retail-future-store-design/ Pic13: Unknown. 2015. Available at: https://uk.pinterest.com/pin/ATgPkIw32YYOBiod9A9JNmG-zR4fuEYXZk0awlFlSX5JFotWlqiR Nd0/ Pic14: Selfie Booth in H&M Pop-up Store. 2015. Available at: https://uk.pinterest.com/pin/200339883400625717/ Pic15: Mapping Our Destinations. 2014. Credit to: Joel Robison. Available at: https://www.flickr.com/photos/joel_r/13310794055/ Pic16: Cartogram of the trend of retail. 2016. Own Image. Pic17: Drugs: Drug Store, Brooklyn, New York. 2016. Credit to: Raw and honest imagery. Pic18: Man, in, an, old, fashioned, pharmacy. 2016. Credit to: Design Pics/Kelly Redinger Pic19: Glass shelves and windows in modern pharmacy. 2016. Credit to: Spaces Images Pic20:An interactive campaign from Tesco. 2014. Available at: https://uk.pinterest.com/pin/393994667373337180/ Pic21: MOJO iCuisine Interactive Restaurant in Taipei. 2015. Available at: https://uk.pinterest.com/pin/416723771746934551/ Pic22: Interactive services from L’Oreal. 2014. Available at: https://uk.pinterest.com/pin/187110559492472467/ Pic23: Unknown. Credit to:Bloomberg. Available at: http://www.gettyimages.co.uk/photos/boots-uk-pharmacy?excludenudity=tr ue&family=editorial&page=1&phrase=Boots%20UK%20pharmacy&sort=best Pic 24: Timeline for our execution plan. 2016. Own Image. Pic 25: Hong Kong Skyline. 2013. Credit to: The Powells in Hong Kong. Available at: https://powellsinhk.wordpress. com/2013/01/08/13/ Pic 26: The Beauty Gallery in Pacific Place, Hong Kong. 2015. Available at: https://uk.pinterest.com/pin/520517669406658075/ Pic 27: Moodboard of Hong Kong. 2016. Own Image. Pic 28: Lane Crawford Times Square Store. 2010. Credit to: Wikipedia user – Wpcpey. Available at: https://commons.wikimedia. org/wiki/File:Lane_Crawford_Times_Square_Store_201006.jpg
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Pic29: Giorgio Armani Beauty Hong Kong Store. 2014. Credit to: ICAC Worldwide TV. Available at: https://icactv.wordpress. com/2014/02/21/giorgio-armani-beauty/ Pic30: Hong Kong Pharmacy Chain Stores – Watsons and Mannings. 2011. Credit to: Canadian Pacific. Available at: https://www. flickr.com/photos/18378305@N00/6251590024 Pic31: Instagram page about Hong Kong procurement services (1). 2016. Own Image. Pic32: Instagram page about Hong Kong procurement services (2). 2016. Own Image. Pic33: Soap & Glory in Boots of Victoria Centre, Nottingham. 2016. Own Image Pic34: Cosmestics Products from Soap & Glory. 2016. Credit to Soap & Glory. Available at: https://www.instagram.com/p/BC-QIc_ BAHe/?taken-by=soapandglory Pic35: Body Wash from Soap & Glory. 2016. Credit to: Soap & Glory. Available at: https://www.instagram.com/p/ BCurhEdBAFK/?taken-by=soapandglory Pic36: Products from Soap & Glory. 2016. Credit to; Soap & Glory. Available at: https://www.instagram.com/p/ BB4eP6yhACW/?taken-by=soapandglory Pic37: Perceptual Map for Soap & Glory in Hong Kong. 2016. Own Image Pic38: Nicole Warne. 2015. Available at: https://uk.pinterest.com/pin/232357662000275093/ Pic39: Camille Co. 2015. Available at: https://uk.pinterest.com/pin/368802656961825129/ Pic40: Customer Profile 1 – Melody Kwok. 2016. Own Image. Pic41: Customer Profile 2 – Cecilia Poon. 2016. Own Image. Pic42: The Pop-up Tram Design. 2016. Own Image Pic43: The Pop-up Store Design. 2016. Own Image. Pic44: The Pop-up Store Design. 2016. Own Image. Pic45: The Pop-up Store Design. 2016. Own Image. Pic46: The Dirtyque Pop-up Store at London. 2015. Available at: https://uk.pinterest.com/pin/316589048784888046/ Pic47: The Dior Pop-up Store. 2016. Available at: https://uk.pinterest.com/pin/529384131179898197/ Pic48: Unknown. 2015. Credit to: Eleonore Bridge. Available at: http://www.leblogdelamechante.fr/en/blog-mode/les-filles-a-lavanille/ Pic49: Soap & Glory Hong Kong Facebook Page. 2016. Own Image. Pic50: Soap & Glory Hong Kong Instagram Page. 2016.Own Image. Pic51: Soap & Glory Hong Kong Instagram Page. 2016.Own Image. Pic52: Soap & Glory Hong Kong YouTube Channel. 2016. Own Image. Pic53: Soap & Glory Hong Kong Package Competition Poster. 2016. Own Image. Pic54: Soap & Glory Hong Kong Promotion Leaflet. 2016. Own Image. Pic55: Hong Kong. 2015. Credit to: Chan Young Lee. Available at: https://unsplash.com/photos/Vk5lEHcWHjA
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11.1 11.2 11.3 11.4 11.5 11.6 11.7 11.8 11.9 11.10 11.11
Tutorial Record Sheets Presentation Feedbacks Methodology Table Consent Forms Online surveys Interviews Moodboards Sketchbooks / Mindmaps Executions Mockups Critical Paths The Declaration Form
11.1
Tutorial Record Sheets
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11.2
Presentations Feedbacks
School of Art & Design
ba
Formative Feedback – Interim Presentation 2015/16
fcp3
Module: Negotiated Project Module Leader: Matt Gill / Michelle Hughes Ref. no: FASH30108 LIVE PROJECT
Presenting Team: __Cindy Deng___Coey Chow___ Jackie Chu _____________________ Project Title: ___The Future Of Retail 2022___________________________________
Comments
Areas of strength Good use of cartogram Nice Asian market research includes competitors and pharmacy in other countries Nice have example of future retail and current situation of pharmacy Recognised the trend for information in the pharmacy CONTEXT
Areas to improve Need extensive of age of the target consumer group Link insights from research to the ideas (Convenience) Missed the 24hours in our idea development
Areas of strength Nice idea to expand Boots globally, 24hours stores and Pop-up stores with various make-up, beauty own brand products.
THE BIG IDEA
Areas to improve Need to be clearer in how we discuss the idea where they came from Can Boots collaborate with other brands? Eg: Tony Moly How Boots can use its quality products, services to stand out into the Asian market What is it the boots offering overseas? Is it all of the ideas? (Chose one)
Areas of strength
AUTONOMY
Areas to improve Don’t look at notebooks Prepared a cue card Slow down when presenting
29/1/2016 Presentation
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24/3/2016 Presentation
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11.3
Methodology Table
RESEARCH METHOD Online Survey
Online Survey
Store experience in different Boots’ stores in UK
PURPOSE
The consumers of Boots in UK. (31 participants)
In order to find out the Boots’ customers’ expectation and shopping habits.
Can let us approach to Boot’s target customers more directly and to know more about their feeling of Boots.
The target customers of Soap & Glory in Hong Kong (30 participants)
In order to find out the opportunities for S&G or even Boots to enter a new market – Hong Kong.
We can have a chance to know how our target customers look like and how S&G should do in Hong Kong.
We can try and experience everything by ourselves, so that we can know and feel more directly.
It has money
In order to receive information, also to know more about his thought of Boots or even the whole UK pharmacy retail industry. To know more about how the bloggers think about Soap & Glory and see if there will have any opportunities for S&G to enter Hong Kong market. In order to research more about the gap between Boots and its competitors, and how is the whole pharmaceutical market works.
We can have a chance to ask the current customer of Boot.
/
We can have a chance to collect some professional point of views.
We ar questi
We can experience everything and receive more first-‐hand information from the competitors of Boots.
While stores purpo inappr agains resear
Stores in Nottingham, London, Birmingham, Coventry, Manchester
Interviews with the Boots’ customer
Ryan Law
Interviews with the blogger
Veronica Li
Experiencing in the stores of Boots’ Competitors
SAMPLE
The stores of Lush, The Body Shop, Kiehl’s Superdrug and the Co-‐operative Pharmacy etc.
In order to collect more detailed information about the Boots shopping experiences.
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STRENGTHS
We m as we Moreo explai and it misint It is ha details intere
’s ctly eir
ow ook o in
that
WEAKNESS
OUTCOME
EFFECTIVENESS RESEARCH METHOD
We may get not enough responses as we have targeted before. Moreover, it may not possible to explain enough in each question, and it may let the participants misinterpreted. It is hard for us to ask a few more details when we found something interesting.
The research data can let to know more about the Boots’ customer shopping habits and their expectation.
It is not quite effective, because we have not included any sensitive questions into our survey, so we may not receive the responds that we expected to get.
It has to spend a lot of time and money to finish this research.
According to the experiences, we can know more about how Boots want to provide what kind of services to their customers. Also to look at how Boots should be in the future.
This method is effective, because we can experience by ourselves. Moreover, we can receive all the information directly and ask the staffs some questions immediately if there is a need.
The results can let us to analysis more about how the Hong Kong market looks like. And how we should do for the execution plan.
k the
/
lect views.
We are unable to ask a few more questions after the interview.
In this interview, we can have more information about how a the current blogger think about Boots or S&G.
It is quite effective, because it may allows us to gain more understanding about how the professionals in the beauty industry.
ng d etitors
While we are researching in those stores and tried to talk about the purpose of our visiting, it may be inappropriate as we are working against the brand we are researching on.
The information can let us gain more knowledge about the whole market industry and know more about how difference between Boots and its competitors.
This method is quite useful, because it allows us to find out how different between Boots and its competitors.
In this interview, we can have more information about how a current customer’ need and his point of views.
It is effective, because we can ask questions directly to the target customers.
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It is quite effective, because it may allows us to gain more understanding about Boots and their customers.
11.4
Consent Forms
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11.5
Online surveys
Online Survey Link: https://coeychow.typeform.com/to/MPoWJC 1. What is your gender? 2. Your age? 3. How often will you go to Boots? 4. Which area will you visit first when you walk into Boots? 5. Except Boots, which pharmacy will you go to? 6. Do you think "Personalise" is important during shopping? 7. Do you think "Experiencing" is important to the customers? 8. What kind of new services will you prefer Boots to start with in the future? 9. Would you be interest to join any workshops or events which are holding by Boots or their diffusion lines?
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Online Survey (Hong Kong Customer) Link: https://coeychow.typeform.com/to/bFMfRN 1. What is your gender? 2. What is your age group? 3. Your occupation? 4. Which district do you live in Hong Kong? Kowloon (63%) New Territorities (25%) Hong Kong Island (13%) 5. Have you ever used any products from oversea beauty brands? Yes (88%) No (13%) 6. If yes, which brand(s) are they? 7. Have you ever heard a UK pharmacy store called Boots? Yes (63%) No (38%) 8. Have you heard a UK beauty brand called Soap & Glory? Yes (56%) No (44%) 9. Have you used any products from Soap  Glory? Yes (50%) No (50%) 10. If yes, which type(s) of product(s) have you used? Bath Products (80%) Skincare Products (70%) Make-up Products (20%) Gift Set (20%) Fragrance Products (10%)
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11. If yes for question 9, which method(s) do you get the products from? Got them from friends or family (40%) Got them while travelling (30%) Procurement Services (20%) Others (Got them by myself) 12. Have you visited / shopped at any pop-up stores before? Yes (25%) No (75%) 13. Are you interested to visit pop-up stores? (1: not interest at all 2: that's ok... 3: very interested) 1: 13% 2: 75% 3: 13% 14. Do you love to collect or buy any limited or special edition products with a unique packaging? Yes: 81% No: 19% 15. Have you followed any beauty bloggers / YouTubers? Yes: 63% No:38%
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11.6
Interviews
Interview (Ryan Law) Date: 23/12/2015 Q1: How old are you? A1: 24 Q2: What do you do? A2: I am a student, doing graphic design yr2 in uni of Coventry Q3: How often do you go to Boots? A3: About once a week. Q4: What do you buy from Boots in usual? A4: Daily necessities and Medicines Q5: What do you think about the competition between Superdrug and Boots? A5: In my opinion, Boots is the biggest pharmacy in UK but still, Boots can't afford to underestimate Superdrug and other pharmacy retail. They can try add more different choices into their services, or even make changes on the shopping environment? to make the customers feel more like at home than in a clinic. Q6: What do you think if Boots launch their workshops or events? A6: it is a good idea but I would think it is difficult to launch workshops or events for men. But ya, Beauty workshops are good, teaching people make cosmetic, or mothercare workshops, teaching new coming mothers to prepare for having kids and how to take care of them. Q7: Any opinion on the future of Boots? A7: Co-operate with new technology maybe, and they can setup more shopping spot, like pop-up stores or even having their own vending machine.
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Interview with Veronica Li Date: 15/3/2016 Q1.Have you heard a beauty brand called Soap & Glory? How you think about it? A1. Yes I have, I really like the packing and the scents. Q2.Do you agree there will have a great potential to bring Soap & Glory into Hong Kong? A2. Yes, for younger generation. Q3.How do you think about beauty blogger or youtuber will be one of the greatest promotion trends in the future of Hong Kong? A3. Yes I think so, since now the digital world is growing so fast and all brands need is the sharing. If the beauty blogger has a huge fan base and loyal fans, this can be a great way to promote ( esp for young target audience) Q4.If Soap & Glory want you to help them on promotion (e.g. attendingtheir events, sponsor you some products for a video, advertising etc.), will you accept their invitation? A4. It depends on which product and if I am a fan of it. Q5. Do you agree being natural and refuse to have any animal testing onthe makeup and skincare products will be the biggest selling point for a beauty brand in Hong Kong? A5. I don't think just in Hong Kong, it's something we should be aware of.
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11.7
Moodboards
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11.8
Sketchbooks / Mindmaps
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11.9
Executions Mockups
Pop-Up Tram [By Jackie]:
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Pop-Up Store [By Coey]:
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11.10 Critical Paths
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11.11 The Declaration Form
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