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RISE OF THE ‘EVERYWHERE RETAILER’- Superdrug’s new ‘Store Insider’ service looks to offer online shoppers an offline level of customer service.

FastTrack | 60-second read

‘Store Insider’ directly connects online customers to Superdrug store staff for support and recommendations when they are buying fragrances and makeup online.

Superdrug has launched a new ‘Store Insider’ service with the aim of humanising the online shopping experience. It will – according to The Grocer – “provide online shoppers with the same level of customer service and advice they could expect when visiting a shop.”

‘Store Insider’ directly connects online customers to Superdrug store staff for support and recommendations when they are buying fragrances and makeup online.

Beauty Magazine points out that these are two categories “where browsing and recommendation are key to customer experience.”

Superdrug’s ecommerce director, Matt Walburn, says the pandemic has “accelerated” the retail brand’s e-commerce business and that Superdrug are determined to “provide a market leading online experience for all our customers.”

Retail Bulletin claims the new technology is being piloted in “four Superdrug stores… with a view to being rolled out across the entire store estate if successful.”

What you might call the everywhere High Street is, it seems, finally here. With ‘everywhere retailers,’ like Superdrug, already battling to be its dominant players.

Extract from Human Capital – Drayton’s business magazine

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