Rival to Boots Advantage scheme planned
Programme to start in May
Superdrug is planning a loyalty scheme to compete with the popular Advantage programme operated by its UK health and beauty chain rival Boots.
The new scheme – Superdrug’s first – is set to launch in May, with the aim of helping it to gain ground on Boots, whose 16 million-member Advantage scheme has helped cement its market leadership by generating more detailed customer data enabling better targeted offers.
A spokeswoman for Superdrug told Loyalty that details of the scheme’s reward offering will be announced nearer the launch date. The retailer says the programme has been designed after extensive customer research and aims to make it simple and easy for customers to earn and redeem points, as well as take advantage of in-store and personalised offers.
Dan Jarvis, head of marketing for Superdrug, commented: “This year it’s all about our customer; rewarding loyalty, offering the best everyday accessible beauty on the high street and online, and doing it in an unmistakably Superdrug style. We look forward to finding the right people to work with on this exciting project.”
He added that the company was looking for a fully integrated CRM agency that can “design campaigns, work within our brand guidelines creatively, segment, execute and monitor, measure and report.”
Superdrug is the UK’s second largest health and beauty chain with 900 stores, compared with Boots 2,500 outlets. It is owned by the China-based retail group AS Watson, which has 35 million customers signed up to the loyalty programmes it runs at its 9,000 global health and beauty stores.
Last year Superdrug started operating a ‘feedback’ scheme where customers get an extra receipt containing a barcode when making a purchase. They can go online and use the details of the receipt to fill in a short survey and qualify to get 10% off branded products and 25% off Superdrug-branded products (and brands exclusive to Superdrug) if they spend £10.
in October Superdrug launched the ‘Take Another Look’ campaign to encourage customers to see how the company has changed. The campaign featured the company’s first television advert for 10 years, fronted by the new face of Superdrug, Gavin and Stacey star Joanna Page.