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Boom in Superdrug Profit

What is the reason in 41% increase in Superdrug profit? Until a few years ago, Superdrug was losing in the UK retail battle against Boots.


Why the big turnaround now? What is Superdrug’s strategy?

  • Firstly, this retailer is targeting a specific set of consumers now. This brand concentrate on younger people interested in more affordable cosmetics.
  • Secondly, products are affordable. Prices are fantastic.
  • Also, new ‘Beauty Studio’ concept, offering beauty services such as threading, manicures and eyelash extensions in-stores. It is new and great idea.
  • New digital displays and an interactive ‘selfie’ area encourage shoppers to share their makeovers on social media. It is very trendy idea.
  • Bright colours and illuminated lettering, bringing a fashionable element into stores.
  • Also, ‘Superdrug Live’ is used to support brand campaigns and promotions, as well as create a unique store environment through music.
  • This retailer went even further and introduce its own brand of morning-after pill, selling it at half the cost of the average pill sold over the counter.
  • Also, Superdrug focus on healthcare. Offer customers loyalty program, exclusive offers and perks, regular promotions like for example ‘Treat Thursdays’
  • New Strategy improve its ecommerce online presence
  • This retailer also, offers Online Doctor service and consultation and use social media to reach out and interact with consumers.

Making both beauty and healthcare accessible was very clever move and made Superdrug strong competitor on the market.

Finally, If you have any questions around anything, feel free to get in touch. We would love to hear from you.

If you need any help with Social Media, or in Analytics then please get in contact with us here at Network Intellect.

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