The Magic Behind Superdrug's Marketing
How Superdrug Boosted Clicks Across Every Channel
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Challenge
Creating an omni-channel experience is critical to marketing success, but it’s no longer enough to simply deploy the same campaign across channels. To drive engagement, Superdrug needed to create unique, data-rich messaging at every single touchpoint.
Solution
By implementing Movable Ink, it was a breeze for Superdrug to create a winning omni-channel experience. By prioritizing personalization and leaning on data-driven automation for execution, Superdrug saw stellar results across email, mobile, and in-store activity.
Drive Foot Traffic With Evergreen Maps
To boost foot traffic and increase awareness of their Pharmacy First service, Superdrug used email and mobile push notifications to highlight each customer's nearest participating store.
By leveraging customer data on file to power a one-of-a-kind app, their team was able to dynamically generate a customer’s nearest location, complete with a map and address. The best part? The map can be redeployed in future campaigns, making this a one-and-done win for the team.
Results:
9% increase in email clicks
18% increase in mobile rich push clicks
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Give Weekly Emails a Creative Makeover
To further engage their most devoted customers, Superdrug refreshed their weekly promotional email with new modules: member pricing, a points banner, and a loyalty progress bar.
The member pricing made purchasing quicker and easier for loyalty customers by displaying exclusive deals with custom strikethrough pricing. Social proofing was also added for an extra touch of urgency.
The loyalty progress bar saw significant success, and drove an 11% uptick in clicks by displaying accrued points and personalized messaging depending on the customer’s tier and spend status.
Results:
11% increase in click-through rate
Create Contest Hype With Star-Studded Maps
To commemorate their 60th anniversary, Superdrug celebrated by giving customers the opportunity to win an exclusive prize. By entering the Wish Upon a Star contest, customers could either win a product box or have their bespoke, personalized product wish granted.
To drive customer engagement in the contest, Superdrug used a data source to visualize a gorgeous store map. On the map, stars marked the nearest store locations for contest participation.
Results:
14% increase in click-through rate
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Provide a Personalized Push to Purchase
Countdown timers are a tried-and-true method for driving urgency and inspiring customers to purchase quickly. Superdrug translated that tactic to mobile for their fragrance promotions and saw an incredible lift in clicks as a result.
Along with the real-time countdown, Superdrug added a personalized banner for further relevancy. Paired with the first name call-out, a discount relevant to the customer was also displayed.
Results:
63.88% lift in click-through rate
KEY TAKEAWAYS FROM SUPERDRUG’S OMNI-CHANNEL STRATEGY
- Leverage automated data sources across each channel to create a relevant, holistic brand experience every time a customer engages.
- Use a combination of behavioral data and waterfall logic to ensure a relevant and personalized experience, whether they are a new browser or a loyalist.
- Deliver data-driven experiences in a visually appealing way to grab customer attention.
- Grow consumer-brand relationships consistently with quick wins across loyalty communications like using data-powered progress bars or strikethrough pricing.
