Superdrug’s customer mag Dares to go digital

Superdrug customers will soon be able to buy products straight from its newly-redesigned in-store magazine using their smartphones.

/y/e/f/SuperdrugDare.jpg

Dare will be the UK’s first customer magazine to use digital watermarking technology, which allows customers to scan images on their phones to instantly buy products, says the retailer.

The revamped magazine is the company’s latest attempt to narrow the gap on market-leader Boots. Last month Superdrug announced it is to launch a loyalty scheme to rival Boots’ Advantage card .

Readers of the Dare February issue will also be able to use their smartphones to view interactive video content and access exclusive news and tips by scanning digital watermarks embedded in the magazine.

The new-look magazine, published by the River Group, now mirrors Superdrug’s “take another look” marketing message and is distributed in-store and on the street in London. Street distribution will expand to eight major UK cities in March.

Superdrug operates 900 stores in the UK and is owned by China based retail group AS Watson, which operates 9,000 health and beauty stores worldwide. AS Watson operates a number of loyalty schemes and has more than 35 million customers signed up to its programmes.

In its recent Christmas trading update Superdrug reported a 1.7% increase in sales for the five weeks to 1 January.

Lloydspharmacy which operates 1,600 outlets has also announced it will launch a new customer magazine next month.

Recommended

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now