At the IRI Seminar in June Ben Norman told us how Superdrug is using information to develop retail excellence
Until recently, information at Superdrug had been used in a relatively limited way. Own line data for ranging purposes and ad hoc information by supplier and category did not provide the complete picture. To improve the business process, Superdrug wanted to look for a consistent and progressive way forward.
An essential part of the plan was to remove these gaps in knowledge. It was recognised that Superdrug needed to focus more on the added value conversations with manufacturers, and to create a fact-based environment to help achieve common goals. It was also deemed necessary to reduce the time lines to taking business decisions thus being more efficient and effective. Overall, Superdrug wanted to create an open world of information.
To improve life for customers, retailers and manufacturers alike, each party must share information. To this end, Superdrug has released named account data for the first time. Meanwhile, by collecting customer information, they are now able to provide information such as weather forecasts and reminders on products to holiday makers through text messages.
As well as an overhaul in information strategy, Superdrug has undergone a more obvious and superficial change in the form of a rebrand, improving the look of the store both inside and out. In addition, the retailer has introduced a number of other initiatives to promote the Superdrug brand.
Rather than simply advertising, Superdrug implemented various novel approaches to increase awareness. A bag design competition in partnership with the Prince’s Trust has broadened the appeal of the brand and proven to be a great success internationally.
Superdrug’s presence at London Fashion Week has enhanced the retailer’s reputation as a beauty brand, while the link with beauty was augmented further by Miss England working at the store. Dancing classes at a roadshow showed that it’s not always necessary to use your own products to promote an emotional bond between you and your customers.