Boots launches marketing agency to supercharge brand partners’ campaigns

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Boots has launched a new media and marketing service to help third-party brands deliver personalised campaigns to customers.

Boots Media Group will allow the retailer’s supply partners to create targeted advertising campaigns based on data from Boots’ Advantage Card loyalty scheme, which has 17 million active members shopping at 2,300 stores and online.

Boots Love Island marketing

Boots had a successful partnership with Love Island during the summer

Boots said the new service will help brands “maximise ROI” on advertising spend by giving brands the ability to reach their target customers across Boots’ digital platforms, stores and other third-party channels including on social media.

A dedicated account management team will work with brands that use Boots Media Group’s services.

Boots has teamed up with commerce marketing organisation Threefold to deliver the new proposition. The existing partnership marketing team will work for Threefold. The health and beauty retailer said it will also expand the resources dedicated to Boots Media Group by 50%.

Boots chief marketing officer Pete Markey told Retail Week: “We wanted to help our suppliers even more. We started the thinking around what if we actually were to develop something that felt more like you were dealing with an internal media agency at Boots, rather than a partnership marketing team, something that felt as professional and slick and as personal as dealing with a really effective media agency.

“It’s about partnering with suppliers to work with them to understand their business even more to help them grow their business and help them get the best out of what we can offer them at Boots.”

Markey added that Boots will continue to embrace new methods of marketing, following its sponsorship of Love Island this summer.

He said: “Love Island has done really well for us. We did feature exclusive supplier products in the villa and people were able to ‘shop’ the villa. You can expect to see a lot more like that from Boots around how customers can shop in new and exciting ways and helps put our supplier products front and centre.”

Boots Media Group is the latest innovative initiative launched by the business in recent months, including a trial partnership with Deliveroo and its Online Doctor service.