Boots Unwraps a 4.6x Conversion Rate with Smartly Conversational Ads

About the Customer

Boots UK is the United Kingdom's leading health and beauty retailer, with a rich heritage spanning over 175 years. Operating more than 2,200 stores across the UK, Boots offers a wide range of products and services, from local community pharmacies to large destination health and beauty outlets. The company's mission is to be the first choice for pharmacy, health, and beauty—caring for people, customers, and communities everywhere.

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Industry

Health & Beauty

Company Size

Objective

Boots was looking to delight holiday shoppers with an interactive gifting campaign that makes discovering the perfect gift for any receiver easy and highly engaging on social messaging channels.

Boots harnessed the power of one-to-one connections with Smartly Conversational Ads. Conversational Ads are a unique ad experience that provides users with personalized product recommendations based on an interactive chat experience on Facebook Messenger or Instagram Direct and that can be set up directly on the Smartly platform.

Solution

As part of their holiday campaign, Boots implemented Conversational Ads to simplify seasonal shopping and gain insights into shopper behavior. The ads directed users to either Facebook Messenger or Instagram Direct to chat with Boots to find the perfect gift. Users were presented with questions set up directly in Smartly during campaign creation, about who they were shopping for and the recipient's personality and preferences. Based on the answers, a relevant selection of recommended products was filtered from Boots’ Product Catalog, and given to the users at the end of the chat.

This personalized and interactive approach generated impressive results for Boots, as Conversational Ads provided a 4.6x increase in conversion rate and a 49% lift in sales campaign performance. Furthermore, the CPA for Conversational Ads was 11% lower. Boots gained valuable insights from Conversational Ads when evaluating the chat performance to refine the shopper experience and make it even more engaging. This led them to scale Conversational Ads to their future gifting campaigns

"Conversational ads have transformed the way we engage with customers, delivering remarkable improvements across key performance metrics. This past holiday season, we saw a 4.6x increase in conversion rate and a 49% lift in sales campaign performance, all while reducing CPA by 11%.”