Approximately 500 high-tech, digital screens are being rolled out across Superdrug stores up and down the country, in a bid to digitalise the retailer’s bricks and mortar estate and serve customers’ tailor-made content.
The new digital screens have the power to transform physical stores into high-value advertising platforms and will enable Superdrug suppliers to target the right customer, with the right advert, at the right time.
The digital screens have been tested in two of the retailer’s flagship stores, Marble Arch and Brent Cross, and after a successful pilot will be rolled out across a large number of high-footfall destination stores across the UK. The move comes as part of Superdrug’s acceleration of its Retail Media Network (RMN), Optimo, and its O+O (Offline plus Online) strategy, which aims to deliver a market-leading, integrated experience wherever and whenever customers choose to shop.
Paul Stafford, Head of Retail Marketing at Superdrug comments: “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 whilst browsing in store.
This exciting initiative gives our valued suppliers an innovative new way of reaching the Superdrug customer, whilst also driving forward our business strategy, as we continue to seamlessly integrate our online presence with our bricks and mortar operations.”
Digital Screens
As an early brand partner, Unilever’s senior retail media & e-commerce manager, Katie Smith, says: “We are excited to partner with Superdrug to enhance the in-store experience through digital screens. At Unilever, we are always looking for ways to enhance the shopper journey. This initiative provides an additional touchpoint for brands to engage with customers throughout their shopping experience.”
Superdrug has selected global technology integrator, Aura Futures, and digital CMS provider, Now Signage, to support with the digital roll-out – working together to design and implement a comprehensive technology stack and integrate a dedicated CMS platform.
Adam Wilson from Aura Futures added: “We’re thrilled to partner with Superdrug in elevating its in store environment to better meet the need and expectation of today’s customers. Through the use of our powerful technology, we’ve created a screen network that will influence shopper behaviour, deliver targeted data-driven content at scale, and result in commercial return for the leading accessible retailer.”
