Sceneric, a leading web and e-commerce consultancy, today announced it has helped launch the new e-commerce platform for Superdrug, one of the UK’s leading health and beauty retailers. Based on the hybris B2C Commerce Suite, the new platform enables Superdrug to deliver a richer, state-of-the-art, omni-channel shopping experience for customers.
Part of the AS Watson Group, Superdrug operates a portfolio of over 800 stores in England, Scotland, Wales, Northern Ireland and the Republic of Ireland, including 200 in-store pharmacies. Superdrug is focused on delivering value and great deals to consumers and offers an extensive product range that encompasses high street and premium brands, exclusive lines and Superdrug’s own-brand products.
Built using the hybris Commerce suite, a platform utilised by the AS Watson Group to power its online retail brands, the new Superdrug portal provides a fully responsive mobile experience and incorporates the high level of functionality Superdrug needs to execute its multi-channel vision.
The site includes high resolution images, videos and rich content and is managed using the platform’s built-in digital asset management (DAM). Visitors can search by brand, product or ‘quick find’ categories. To extend its digital customer engagement yet further, Superdrug’s ‘Look at Me’ blog, where customers can find the latest beauty and well-being updates and explore topical ‘get the look’ tutorials, now includes hyperlinks to featured products.
“Our new fully transactional commerce platform gives us the flexibility to replicate the in-store experience online, something that simply wasn’t possible before,” said Andrew Lyne, IT Director, AS Watson Health and Beauty UK. “Previously customers could only earn loyalty points online in a limited manner which excluded promotions and points redemption. When they shop online now they can earn points, take advantage of bonus point promotions and redeem their points at checkout in the same way as they can in-store.”
Bringing its online and retail worlds together, the new Superdrug site has a powerful postcode look-up and Google Maps feature to help customers locate their nearest store, check opening hours or review available in-store services – users can fine tune their search to locate stores with a pharmacy, nurse clinic, or ‘Brow and Lash’ bar. During the online checkout process, customers can opt for a home delivery or utilise Superdrug’s ‘Order & Collect’ service to pick up their order from a local store.
Similarly, Superdrug’s Online Doctor service now gives users access to more than 20 online prescription services, with a same day Click & Collection option or direct postal delivery to home, office or any location in the UK. Customers registering with the Superdrug Online Doctor service receive a confidential online patient record where they can securely review medication orders and all remote consultation submissions.
To further extend the choice of payment methods available to customers, the new Superdrug.com website features an integrated PayPal option and for the first time makes it possible for members of Superdrug’s Beautycard loyalty programme to redeem points in full or part payment of online orders. By registering their Beautycard online, customers can log in to manage their account, signup for exclusive Beautycard offers and promotion emails, and use points to pay for their online purchases.
The hybris commerce platform is fully integrated with both Superdrug’s Siebel CRM and Oracle Retail ERP systems, enabling the simultaneous execution of promotions in-store and online.
“This represents a major step forward for Superdrug,” states Lyne. “We now have the ability to offer web exclusives, or to synchronise our online and store channels to support national promotions advertised in the press or on TV. Using the hybris platform we’re able to initiate online promotions in days, and can adapt our merchandising offering with minimal effort or cost. Quite simply, if you can configure it – you can make it happen.”
Sceneric was selected to enable Superdrug’s migration to the hybris commerce platform following a rigorous tendering process. “Sceneric demonstrated impressive knowledge and experience of hybris implementations, and throughout the deployment process demonstrated a responsive approach,” confirms Lyne.
Annie Abrams, Sceneric’s Head of Client Services, commented: “We’re privileged to have been involved in supporting Superdrug as it pursues its multi-channel vision, enabling it to bring its brand values to life online to better serve customers.”
“Today’s customers are digitally empowered and in control. The customer experience can no longer be defined or managed in a single channel, but happens seemingly at random across all channels, interactions, and marketing communications,” remarked Rob Shaw, Vice President New Business EMEA and MEE, hybris. “As a pioneer in the health and beauty market, Superdrug is now able to provide the best shopping experience to customers. Enabling a whole new customer journey, it not only supports the delivery of relevant content, offers, and products, but also supports the execution of the experience through the transaction and beyond.”

Published on: 6:36AM on 10th September 2014