Superdrug has announced plans to roll out 500 digital screens across its UK store network as it continues to digitalise its bricks-and-mortar estate. The move, which will see the high tech screens serve customers tailor-made content, comes as the Health & Beauty retailer accelerates its Retail Media Network (RMN), Optimo.

First launched in late 2023, Optimo offers advertising opportunities to numerous brands, including those owned by parent company, AS Watson. This followed moves into the retail media space by Health & Beauty rival, Boots, which launched Boots Media Group in 2001, offering brands the opportunity to reach its 7million Boots Advantage Card members.

The new digital screens will support Superdrug’s RMN by transforming physical stores into high-value advertising platforms, allowing Superdrug suppliers and brands to target the “right customer, with the right advert, at the right time.”

“Our aim is to make shopping more personalised and engaging for our valued customers,” Paul Stafford, Head of Retail Marketing at Superdrug, said. “[This] allows them to see relevant information, product news and exciting offers when ‘in the moment’ and whilst browsing in store.”

Katie Smith, Senior Retail Media & Ecommerce Manager at Unilever, which is already a retail media brand partner of Superdrug, commented: “We are excited to partner with Superdrug to enhance the in-store experience through digital screens. We are always looking for ways to enhance the shopper journey. This initiative provides an additional touchpoint for brands to engage with customers throughout their shopping experience.”

Superdrug will partner with technology integrator, Aura Futures, and digital CMS provider, NowSignage, to support the digital screen deployment. They will work together to design and implement a comprehensive technology stack and integrate a dedicated CMS platform.

“Through the use of our powerful technology, we’ve created a screen network that will influence shopper behaviour, deliver targeted data-driven content at scale and result in commercial return,”Adam Wilson, Co-Founder and CCO of Aura Futures, added. 

“This 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.”

Paul Stafford, Head of Retail Marketing, Superdrug

The deployment of digital screens will also enhance Superdrug’s ‘O+O’ (Offline plus Online) strategy, which aims to integrate cross-channel customer experiences across physical and digital.