Superdrug rolls out 500 high-tech digital screens to enhance in-store experience

Superdrug is introducing around 500 digital screens across its UK store estate as part of its ongoing strategy to modernise its physical retail offering and deliver tailored content to customers in real time.

The health and beauty retailer said the high-tech screens will help transform its stores into dynamic advertising platforms, allowing suppliers to “target the right customer, with the right advert, at the right time”.

The initiative follows a successful pilot in Superdrug’s flagship Marble Arch and Brent Cross locations, with screens now set to be rolled out across high-footfall stores nationwide.

The digital upgrade is a key part of Superdrug’s Retail Media Network, Optimo, and supports its Offline plus Online (O+O) strategy, aimed at creating a seamless, integrated shopping experience across all channels.

Superdrug head of retail marketing Paul Stafford, 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.”

Unilever is among the first brands to partner with Superdrug on the new in-store screens.

Unilever senior retail media & ecommerce manager Katie Smith said: “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.”

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