Superdrug to include recommendations on shelf

Superdrug plans to use online customer product reviews in its stores in a bid to boost sales by giving consumers more confidence in the products they buy.

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The retailer will feature recommendations and reviews of products from online bloggers on shelves in the hope of increasing trust in it and the products it sells.

Superdrug marketing director Dan Jarvis says: “We’re working with more bloggers to review products and we’re starting to use those reviews in store to add endorsement and recommendation.”

“We’re in our infancy of using it but customers want to understand products more and they want recommendations.”

Staff reviews are also used by book store chain Waterstone’s and HMV.

The retailer launched its first brand-led advertising campaign in a decade last year, inviting consumers to reappraise the brand under the strapline: “Take Another Look” and is preparing to launch its first loyalty scheme in May.

Knowledge Bank

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