// Boots launches a new media and marketing to service its third-party brands
// A dedicated account management team will work with brands that use Boots Media Group’s services
Boots has launched Boots Media Group, a new media and marketing service to help third-party brands deliver personalised campaigns out to customers.
The new group will allow the retailer’s supply partners to create targeted advertising campaigns based on data from its Advantage Card loyalty scheme, which currently has 17 million active members shopping at 2,300 stores and online.
A dedicated account management team will work with brands that use Boots Media Group’s services.
Boots partnered up with commerce marketing organisation Threefold to deliver the new offering and the health and beauty retailer also said it will be expanding the resources dedicated to Boots Media Group by 50 per cent
Boots chief marketing officer Pete Markey told Retail Week that the retailer wanted to help its suppliers even more and start it started to think what if it could develop something like felt like you were dealing with an internal media agency at Boots, rather than a partnership marketing team.
He said they wanted something that “felt as professional and slick as personal as dealing with a really effective media agency.”
Markey added that Boots will continue to embrace new methods of marketing, following its sponsorship of Love Island this summer.
He said the show did very well for the business and that it featured exclusive supplier products in the villa and people were able to ‘shop’ the villa.
He said we can now expect to see a lot more like this from Boots around how customers can shop in new and exciting ways while also putting its supplier products front and centre.
Boots Media Group is the latest innovative initiative launched by the retailer within recent months, including its trial partnership with Deliveroo and its Online Doctor service.