Superdrug rolls out high-tech digital screens in stores
Superdrug is rolling out 500 high-tech, digital screens across its stores as it works to digitalise its bricks-and-mortar estate and serve customers tailor-made content.
The health and beauty retailer said the screens have the power to transform physical stores into high-value advertising platforms and enable Superdrug suppliers to target the “right customer, with the right advert, at the right time”.
Following a trial at two flagship stores in London’s Marble Arch and Brent Cross, the screens are being rolled out in stores in high-footfall destinations.
The move forms part of Superdrug’s acceleration of its Retail Media Network, Optimo, and its Offline plus Online strategy.
Paul Stafford, head of retail marketing at Superdrug, 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 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.”
