Boots - Using data to ‘get’ the customer connected

You don't define your 'user journey', your customer does. The trick is to understand and smooth that flow.

In the multi-channel environment, each device has a different purpose. No longer do prospects (if they ever did) travel the linear path of the customer journey from information gathering to purchase. They skip back and forth; for example putting an item in their basket on their mobile, but complete the purchase on a tablet at home. 

In this presentation Martin Squires talked about how Boots is approaching this 21st century set of problems using the latest technology. 

Understanding the customer using all of the insight available and generating the most relevant offers is crucial. Every time the customer shops and uses an advantage card, the picture builds up, the challenge for Boots is to make use of that data whilst not infuring too much and over-stepping the mark.