In this customer showreel, Boots Opticians shares how they partnered with Astound Digital to replace their legacy, non-transactional storefront within the main Boots UK site with a standalone, high-performance site built on Salesforce Commerce Cloud. Using Astound Digital's Launch 360 Accelerator, the team reached MVP rapidly, transforming product discovery, store finding, and the appointment booking journey – setting Boots Opticians up for its move into transactional e-commerce.
In this case study, you'll hear:
- Why a platform built for retail transactions couldn't serve the research and appointment booking journeys optical customers need.
- Why moving out of boots.com and onto its own domain gave Boots Opticians the autonomy to keep evolving.
- How Astound Digital's Salesforce Commerce Cloud expertise and a strong discovery process set the project up for success.
- How the team went from early design discussions in June 2025 to a live site by February 2026.
- How the new site delivered increased website traffic and an uplift in upper-funnel conversion into appointment booking.
- Why a strong content foundation is preparing Boots Opticians for AI-powered search and LLM-driven discovery.
- What's next – from an ongoing delivery vehicle to transactional e-commerce – and the vision to create the UK's leading digital optical experience.
Meet the Boots Opticians Team
James Skinner
Head of Digital Expericne
Boots Opticians
John O'Donnell
IT Director of Boots UK
Pharmacy & Opticians
Andrew Palmer
Director of Customer & Commercial
Boots Opticians
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