The Challenge
Boots is a well-loved British institution. But when it comes to Christmas gifting, it’s considered a last resort, rather than a first choice. Boots needed a campaign that shook up its customers’ perceptions of the brand, while solving one of Christmas’s biggest dilemmas. We needed to break through, in a crowded and expensive time, with an innovative shopping experience that was as powerful online as it was in store.

Our Approach
Using data from 15million loyalty card members to transform Boots’ approach from mass retailer to mass personalisation at scale, we created The Bootiques. Highly targeted, data-based, disruptive shoppable experiences, each introducing a surprising product category. By creating hundreds of targeted online shops, as well as disruptive and immersive physical shoppable experiences, we connected and personalised the shopping experience across the entire journey, and consumers discovered products they didn’t know were sold in Boots.

The Results
- 14,000 visitors in 3 weeks
- 73% discovered products they didn’t know were sold in Boots
- 60% above sales expectations
- 75% re-appraised what Boots is all about as a result of their visit
- 72% of visitors shared their photos on social media
- 15 pieces of press coverage generating 2,223,965 OTS
- 27 instagram stories from influencers attending the pop-ups, which reached 21,570.652 followers
- 878,000 impressions from Boots owned social channels


Ad Stars 2020 - Finalist
Caples Awards 2020 (International) - Shortlist
One Show - Merit


  • BootsClient
  • Alexandra TendlerSenior Account Manager
  • Amy LoveAccount Director
  • Ben SkelseyManaging Partner
  • Bronwyn FieldgateManaging Partner Pr
  • Chris LoydallExperiential Design Lead
  • Claire KirbyExperiential Producer
  • Dan FisherCreative Consultant
  • Danni DalyAssociate Director Pr
  • Emma BanksPlanner
  • Fiona GordonWpp Client Lead
  • Jermaine ParkinEvents Producer
  • Jude WhyteExperiential Creative Director
  • Julia ReboucasCopywriter
  • Kate WoodruffBusiness Director
  • Lola GonzalezProducer
  • Louise HawthornthwaiteGroup Programme Director
  • Michal KahnProducer
  • Mike FriddleSenior Editor
  • GeometryCreative Director
  • Rosie CrockerProject Manager
  • GeometryHead of Retail
  • Tommy WigleySocial Director
  • Will HerdDesigner
  • * PaulCreative/Design Director and Designer
  • * MediaComMedia Company
  • * Ogilvy UKAdvertising Agency
  • * Geometry LondonEnd to End Commerce Agency
  • * Julia Fuscaldi ReboucasCopywriter
  • * Louise SignardArt Director
  • * Richard HartleCreative Director
  • * Tom MooreHead of Retail
  • * Sam CartmellECD
  • * Elspeth LynnExecutive Creative Director
  • * Rashmi ParabSenior Account Director
  • * Richard MorganCreative
Annual 2020 People's ChoiceThe Bootiques - First-ever shoppable experience to help people reappraise BootsExperiential Project featured: on 3rd September 2020 Contributor:

Geometry London has been a Contributor since 25th November 2015.

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The Bootiques - First-ever shoppable experience to help people reappraise Boots