Due to a increased ‘stay at home’ attitude created by the Covid-19 lockdown, Click and Collect orders had since dropped. As a result, Boots were looking to fulfil more orders via in-store collection to aid warehouse operations, and get people back in their stores.

In order to build a picture of the varying mindsets of Boots’ customers, we provided insight and understanding to boost Click and Collect appeal and performance. To do this, we used a mix of large-scale surveys and in-depth mobile ethnography, providing better customer journey understanding. The result? Barriers could be removed, and triggers could be enhanced.