Superdrug - Night and Day vs. Boots

21 June 2021

Superdrug is a business that remains a strange one on the face of it, arguably, challenges faced by the high street also affect Superdrug who have some lovely, larger stores around the country but also have some smaller units that do good money.

However, they are older format and can suffer the same woe that Boots do, with regard to their cluttered aisles, dated appearance and limited floor space / limited foot traffic, also.

But for their work in the high streets and indeed retail parks, they are a brand that the younger customers identity with, largely due to some strong social media based work and their appeal to the younger customers with make up, cosmetics and a more 'hip' feel to things.

Certainly not dowdy like Boots is, even down to shelf edge stripping and the look/feel of the store - Superdrug is far more palatable and speaking the language of the younger customer.

Which in a crowded marketplace and with all that online has to offer in this space, is a good place to be.

A destination!

Bang on trend, many customers are becoming more aware of the vegan movement and what it means generally for the people.

Indeed, Vegan trainers (leather free) are notable alongside the obvious Meat eating changes.

Noteworthy that there are so many other lines that have product derived from animals. Indeed, Superdrug are making changes to have all of their range 100% Vegan by 2025.

Already they have 1600 own brand products that are Vegan and this is a good development, younger customers are so much more aware of the wider impact on the environment and indeed, climate change too.

Order and collect in 30 minutes is their core offer for online fulfilment, although some stores offer "Stuart" which is a rapid delivery service, offered via some stores within a 11-4pm time slot (same day).

Basically, you book a courier to collect the item and deliver it to your door, as you furnish them with your order details and where the parcel is.

The price for convenience starts at £5.40 (ex vat).

Cosmetics are big business and the Superdrug offer is lower in price, broadly, than Boots e.g. and is far more hands off.

Some stores offer further services, but this one just had the self service options and an eyebrow bar at the back.

Revolution is their flagship associated brand here but there is presence from a number of other brands too.

"collabs" are all the rage on Instagram with Chocolate companies aligning themselves with other Insta food producers to make joint special, one off products.

Indeed, Superdrug were no different, highlighting their exclusive tie up with Nyx.

Key element? The usage of the word 'collab' rather than new and exclusive, or similar.

Anything like this just drives traffic forward as it's featured all over socials and people love exclusives and indeed, scarcity too.

Miss-guided were featured with a smaller bay, highlighting 10% off for students!

Clear displays and product arrangements here; real clarity on the offer and lots of digital links due to the absence of close contact services via COVID19.

Strong old run of cosmetics here; goes right down the side of the store, with the foyer featuring other, special lines - Friends collab etc.

As touched on previously - recycling and sustainability are huge for the younger consumer, they really are so aware and will question why the containers, empty of make up, are not recycled easily.

QR codes were used to advertise where the nearest collection point area was (in this store as it turned out).

Their members scheme is also simple and easy to understand, demonstrable savings at the shelf edge.

Boots Advantage card used to be a strong contender, the booths in store were always busy with customers checking their offers and discarding the vouchers all over.

It's all app based of course but the Advantage card doesn't get this cut through on shelf, often it's combined with the retail sin of 12 million other deals on shelf at the same time.

Quite clear generally, how customers saved using the loyalty card and indeed, it drives usage which drives data and shapes the future with a little more than the usual stab in the dark.

'as seen on socials' was everywhere, with tags and QR codes used extensively across the store.

Stepping out the vortex that is make up and cosmetics, the core ranges were also impactful, particularly these ranges via Sanctuary Spa and other similar brands - focusing on bath bombs and other pampering / self care ranges.

It was well themed opposite cosmetics, and the low prices on the disposable wipes / make up removal wipes etc were also notable.

Not a great deal that you can do with cotton wool and accessories but the shelves were well stocked and price points clear.

There is a risk with the cosmetics, medicines, self care world that you can go overboard with the commercial monies.

Certainly this world is all about the brands, almost over everything else and brands win through, we know this.

So it's a fine balance between doing your own thing and featuring the core brands that customers want to see, too.

Thus these short term deals are important, Star Buys notably so as it drives traffic and also offers an important chance for the retailer to drive basket sales northwards.

The gold standard for any retailer. Having a customer buy more than what they intended to come in for.

Lots of focus on the app around the store via their loyalty scheme, you get a card at the checkout but the reality is, everyone uses the app anyway and it offers instant rewards in a digital native way.

For their younger customer, this is ideal.

Strong messaging around the store for this medium, it worked well.

Dove were advertising their 100% recycled plastic bottles (excluding lid)

So not 100% at all.

It's the next big thing, sustainability and plastic reduction. Who can do value, quality and the sustainability elements, together?

More social channel work in store with signage hanging from the shelf edge, highlighting key lines.

Better than half price deals also help, this is their own label and marked as exclusive, so a great way to showcase own label is highlighting the exclusive nature and using socials too.

As touched on before, the collab angle is powerful with the sense of urgency (IE not around forever) and also scarcity (may run out, on socials, we're all after it).

Vegan too; more of these messages are popping up around the store, with B skincare advertising their always vegan standpoint.

An interesting piece of work as this will become more important, in a noisy marketplace, IE who is doing more Vegan, who is more Vegan and at one with the movement?

Alongside weekly deals and their loyalty card, rotating daily deals were also in vogue, however this one was so popular, it had sold out.

There is a calendar at the base of the unit that highlights who else is to be featured on each respective day.

It's another way to drive complementary sales and again, generates the feeling of scarcity.

As ever - the importance of socials adorns the store exit with signage highlighting the various channels to follow the firm.

Indeed, their own YouTube channel signage is featured around the store with videos offered via the influencers on specific make up types and also, via Superdrug themselves.

A business that is trading well and hitting a sweet spot with customers.

It's an underrated thing, knowing your target market, knowing your customer and crucially, in the age of corporate overlords, scaling the social channels ever so well too.

It's the future and it's paying off for Superdrug on this evidence.

Next up - We take a look at the potential bid for Morrisons

Book a call to discuss your project

Join our subscription service, today.

From the Grocery Insight newsletter archive, first sent to subscribers on 21 June 2021. Steve now writes at read.groceryinsight.com. See also the blog archive and briefings.