Superdrug has revealed plans to roll out around 500 “high-tech” digital screens at stores across the country as the retailer looks to digitalise the shopping experience and personalise content for customers.

The health and beauty retailer said the new digital screens will 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 screens, which have been trialled at flagship stores in Marble Arch and Brent Cross, will be placed in locations will a high footfall.

The move is part of Superdrug’s acceleration of its Retail Media Network (RMN), Optimo, and its O+O (Offline plus Online) strategy, which aims to deliver an integrated experience wherever and whenever customers choose to shop.

Superdrug has parted with global technology integrator, Aura Futures, and digital CMS provider, Now Signage, to support the digital rollout, design and implement a comprehensive technology stack, and integrate a dedicated CMS platform.

"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,” said Paul Stafford, head of retail marketing at Superdrug. “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.”

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