Health and beauty retailer Superdrug is introducing 500 digital screens across its UK store network to provide customers with “relevant information”, while giving suppliers the ability to target the “right customer, with the right advert, at the right time”.
Unilever will be one of the first brand partners to harness Superdrug’s new instore screens. The delivery of this digital roll-out will be completed as part of Superdrug’s Retail Media Network, run in collaboration with Optimo, and forms a critical part of its Offline plus Online strategy.
Paul Stafford, Superdrug head of retail media, 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.”
The wider roll out follows a successful pilot in Superdrug’s flagship Marble Arch and Brent Cross locations, with screens now set to be introduced across high-footfall stores nationwide.
Katie Smith, Unilever’s senior retail media & ecommerce manager, added: “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.”
Hear directly from Paul Stafford on 13 May as he takes to the stage of Retail MediaX.
Stafford will join Snappy Shopper, HelloFresh and Zitcha on the Collaboration WoW: How Retail Media means new ways of working panel.
See the full agenda here.
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