Boots Opticians: Rapid Standalone Site Launch with SFCC Launch 360

Challenge

Boots Opticians relied on a legacy, non-transactional storefront integrated into the main Boots UK site. This fragmented environment suffered from poor user experience, difficult maintenance, and a lack of modern features. Without the autonomy to optimise journeys and produce high-quality content and user experience, the brand struggled to maximise the opportunity to drive high-intent traffic towards its core goal of increasing eye test appointment bookings.

Solution

Astound Digital implemented a standalone site aligned to Boots wider technology strategy using Salesforce Commerce Cloud and our Launch 360 Accelerator. The engagement included a comprehensive discovery phase, UX/UI design focused on brand identity, and five iterative development sprints. Astound also provided strategic SEO consulting and took ownership of the Google Analytics workstream to ensure data-driven insights were available from day one of the new site launch.

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Results

Successfully launched a high-performance, standalone site
Created an exceptional, seamless customer journey for appointment bookings
Elevated the digital experience with enhanced UX/UI, streamlined navigation, and enriched PDP and PLP functionality
Enhanced product visibility across frames, lenses, and contact lenses
Integrated core capabilities including Store Locator, Search, Wishlist, Recommendations, and Recently Viewed products
Improved site speed and user experience through modern technical architecture
Established a robust analytics foundation for informed decision-making
Secured a long-term strategic roadmap for future digital innovation

“We needed to move quickly to improve our digital customer experience whilst laying the foundations for a long-term roadmap of new features and capabilities, so the ability to take advantage of Astound’s Launch 360 Accelerator was key. Adding elements from our global design system along with a small number of simple customisations got us to MVP very rapidly, giving us a step-change in product discovery and store finding capability and vastly improving the performance of the site. We’re now ready to move towards transactional e-commerce, a first for Boots Opticians, and more accessible and optimised content across our journeys.”

James Skinner - Head of Digital Experience