Superdrug launches ‘Store Insider’ service to bring in-store customer experience to online shopping
Superdrug has launched a new trial offering where online customers can get the same personal service and expert advice as when visiting a Superdrug store.
Called Superdrug Store Insider, the service connects customers to Superdrug store staff for support and recommendations when buying fragrance and makeup online.
The technology is being piloted in four Superdrug stores at Westwood Cross, Leicester Fosse Park, Basildon Mayflower and Oxford Westgate with a view to being rolled out across the entire store estate if successful.
Matt Walburn, Superdrug’s ecommerce director, said: “The Covid-19 pandemic has significantly accelerated the growth of our Superdrug.com business and we are passionate to provide a market leading online experience for all our customers. Traditionally a bricks and mortar business, Superdrug has long had a reputation for expert health and beauty advice in store. So now, in a time when customers are shopping online for safety and convenience, we want to ensure we can offer that same personal shopping approach, just from the comfort of a customer’s own living room. A big part of our ecommerce strategy is about humanising the online shopping experience.”
Superdrug’s online innovation is being led by parent company AS Watson Group, whose ‘offline plus online’ strategy aims to link its store estate with online channels without the limitation of locations and time.
AS Watson chief executive Malina Ngai said: “To be able to deliver O+O with excellence, is a combination of our extensive physical store network, consisting of 16,000 physical stores, as core touchpoints. It’s an organisation cultural change when it comes to managing the business and prioritisation. Physical stores will continue to play a significant role in creating our unique O+O experience and will be a big part of an ecosystem that is powered by technology, big data and AI.”
Customers can access Superdrug Store Insider by visiting the retailer’s website and clicking on the service icon in the corner of the screen to be connected to a store.
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