Superdrug has launched new digital screens in store, along with a new £1m investment into a healthcare ambassador programme.
The health and beauty retailer is rolling out around 500 high-tech digital screens across the country to digitalise the store estate and serve better tailor-made content.
The screens allow for high-value advertising and will enable Superdrug suppliers to target what it says is “the right customer, with the right advert, at the right time”.
The screens have so far been tested at Superdrug’s Marble Arch and Brent Cross stores, with more to be introduced to a number of high-footfall destinations across the UK.
The rollout arrives as part of the group’s acceleration of its retail media network, Optimo, and its offline plus online strategy.
Superdrug head of retail marketing Paul Stafford said: “Our aim is to make shopping more personalised and engaging for our valued health and beauty customers, allowing them to see relevant information, product news and exciting offers when in the moment and while browsing in-store.
“This exciting initiative gives our valued suppliers an innovative new way of reaching the Superdrug customer, while also driving forward our business strategy, as we continue to seamlessly integrate our online presence with our bricks-and-mortar operations.”
New healthcare programme
The retailer is also transforming its high street healthcare proposition and investing £1m into a new healthcare ambassador programme.
In a bid to better serve the UK’s healthcare needs amid growing demand for more immediate access to health expertise, the programme has been launched with the customer’s health and wellbeing at the “centre of its framework”.
The programme also reflects the NHS’ focus on its “prevention programme” which encourages people to take action through supported self-management.
Superdrug said it is “bucking the trend” by showing “clear commitment and steadfast belief in the ongoing development, innovation and success of its high street healthcare offering”, amidst inflation, business rates, and national insurance hikes.
Dedicated members of staff are being highly trained across healthcare categories such as vitamins and medicated skincare.
These employees will be stationed in healthcare aisles across 51 stores, expanding to 75 at the end of the year, to share healthcare advice, support and product recommendations.
Superdrug chief commercial officer Simon Comins said: “In a rapidly changing retail landscape, we are proud to be making a bold investment into the future of high street healthcare.
“The launch of our £1m Healthcare Ambassador programme reflects our unwavering commitment to supporting the nation’s health and wellbeing. As high street retailers face unprecedented challenges, we believe that our ability to innovate and evolve is key to staying relevant and providing real value to our customers.
“By placing healthcare expertise at the heart of our high street stores, we are responding directly to the demand for accessible, immediate and personalised healthcare guidance, empowering customers to make informed decisions about their health.
“This new programme represents a significant step forward in reshaping what a high street healthcare retailer can and should be and reinforces our belief in the ongoing success of our healthcare offering in the heart of local communities across the UK.”
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