In a world where consumer attention is increasingly fragmented and retail media is evolving faster than ever, it’s crucial to remember that scale does not equate to quality; what actually matters is the depth of the customer relationship. Without trust, scale is hollow.
At Boots, we know that trust isn’t inherited, it’s earned. And in today’s retail media landscape, the retailers who will win are those who combine scale, trust and consumer insight, not just media space.
The magnetic pull of Boots
There’s a unique magnetism between the British consumer and Boots. It’s more than nostalgia; it’s built on 176 years of heritage. Customers rely on Boots to help them with whatever their mission: from new mothers picking up baby essentials, to a pharmacy purchase, to pampering before a big night out, Boots is there for each of these journeys.
This enduring presence drives more than footfall; it drives connection. And in today’s ever-changing landscape, few retailers can claim such depth of emotional trust or the ability to connect brand messages to real, human moments.
From transactions to trusted partnerships
Retail media has matured beyond its early phase of transactional relationships built on trading and short-term objectives. This next stage is about strategic, long-term collaboration where retailers and brands grow together.
At its best, retail media should be mutually beneficial: placing the right brands in front of the right consumers at the right time, delivering growth for both, and always adding value to the shopper. At Boots, our focus on brands is simple: how can we create the best shopper moments that lead to meaningful, lasting engagement?
Everything we do begins with consumer insight: who are we serving, and what are we trying to build? By doing so, our focus is always based on meeting a need. Brands partner with us because they know we can put them in the path of the right consumer, in the right moment, and in the right mindset. That’s not luck; it’s a strategy built on trust.
Creative collaboration is key. We encourage brands to co-create activations that fit naturally within the Boots environment. When creative is tailored to how customers actually experience the brand in our world, connection and trust follow.
Retail with emotional depth
The health, beauty and wellness mission is rarely just functional. It’s emotional and personal. It’s about solving a problem, restoring confidence, or celebrating identity.
When customers walk into a Boots store, their shopping behaviour becomes more considered. Health, wellness, and beauty intersect naturally, creating moments of care and discovery.
For advertisers, that’s gold dust. It’s a context built on empathy, not impulse. A trusted environment where brands can engage with consumers in the most meaningful ways.
Earning Gen Z’s confidence, authentically
Right now, engaging with a Gen Z audience is a hot topic in every boardroom, but at Boots our approach is grounded in genuine connection. We put creators and influencers at the centre of our campaigns, empowering them to tell their own stories, in their own voice, with brands that truly resonate.
It’s not about influencer placements, it’s about real partnerships. From creator-led road trips to building a bold, playful beauty platform that felt distinctive from overarching Boots comms, we’ve focused on creating spaces where younger audiences see themselves reflected naturally.
Looking ahead, it will be exciting to see how the industry begins to measure the full impact of creator collaboration. Whilst there are already tools like Storefronts which bring the store window through the lens of the creator, helping to bridge content and commerce, the next leap will be understanding the long-term brand effects of authentic advocacy.
The role of trust in shaping the next phase of retail media
The future of retail media won’t be defined by who holds the most data, but by who earns the most trust. Trust will be the true differentiator, shaping how audiences engage, how attribution is valued, and how authenticity is perceived.
When data is used responsibly, creativity is rooted in authenticity, and collaboration is driven by intent, everyone benefits: the retailer, the brand, and ultimately, the customer.
