Press Release

Superdrug unveils new digital screens to enhance in store shopping experience

Approximately 500 high-tech, digital screens are being rolled out across Superdrug stores up and down the country, in a bid to digitalise the retailer’s bricks and mortar estate and serve customers tailor-made content. 

The new digital screens have the power to transform physical stores into high-value advertising platforms and will enable Superdrug suppliers to target the right customer, with the right advert, at the right time. 

The digital screens have been tested in two of the retailer’s flagship stores, Marble Arch and Brent Cross, and after a successful pilot will be rolled out across a large number of high-footfall destination stores across the UK. The move comes as part of Superdrug’s acceleration of its Retail Media Network (RMN), Optimo, and its O+O (Offline plus Online) strategy, which aims to deliver a market-leading, integrated experience wherever and whenever customers choose to shop.

“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.”

Paul Stafford, Head of Retail Marketing at Superdrug

As an early brand partner, Unilever’s Senior Retail Media & eCommerce Manager, Katie Smith, says: “We are very excited to collaborate with Superdrug as it enhances the in store experience with digital screens. This initiative perfectly aligns with Unilever’s focus on Retail Media, providing an additional touchpoint to engage with customers throughout the shopping journey.”

Superdrug has selected global technology integrator, Aura Futures, and digital CMS provider, Now Signage, to support with the digital roll-out – working together to design and implement a comprehensive technology stack and integrate a dedicated CMS platform. 

Adam Wilson from Aura Futures added: “We’re thrilled to partner with Superdrug in elevating its in store environment to better meet the need and expectation of today’s customers. Through the use of our powerful technology, we’ve created a screen network that will influence shopper behaviour, deliver targeted data-driven content at scale, and result in commercial return for the leading accessible retailer.”

About Superdrug

Superdrug offers the best in trending beauty brands, everyday personal care and essential health products. With over 780 stores across the UK and Ireland, Superdrug brings the best in accessible beauty and health to the high street and online.

Optimo by Superdrug is the name of Superdrug’s Retail Media Network (RMN)

Superdrug shoppers can locate their nearest store by visiting the store finder on superdrug.com.

For further information please contact the Superdrug press office at Twelve on superdrug@wearetwelve.co.uk or 07901 000490.

About Aura Futures 

Aura Futures is a leading global technology specialist with over 15 years of expertise in retail

technology and workspace solutions. With deep expertise in retail media networks (RMNs), Aura helps retailers create new revenue streams while enhancing the in-store experience, leveraging data-driven targeting, digital signage and analytical insights to enable seamless omnichannel strategies that drive results and scale for the future. 

About NowSignage

NowSignage’s expertise in RMNs reinforces its position as the leading CMS provider for retailers looking to drive engagement, optimise in-store advertising, and capitalise on the growing opportunities in Retail Media.

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