Competing better in commodity markets
- Market share maintained
- Lower Prices You'll Love
- £200m invested in 18 months
- Promotions
- Simpler, stronger offers
- Own brand innovation
Notes
We had one of the best performances here for some years as we managed to hold market share. This was largely a result of our price cuts, with the bulk of the Lower Prices You'll Love reductions focused on toiletries. Since the programme began 2 years ago, we have invested £200 million in lower prices for our customers.
We have also changed our promotional stance, running fewer, simpler offers and have taken care to better manage our product mix, with a specific emphasis on Boots brand products. Our own-brand innovation included the successful relaunch of the Soltan sun care ranges which restored the product to the number one slot in the market.
LINK: Now to margin
