An exciting way to engage with customers: Superdrug explores TikTok live shopping experiences

UK health and beauty retailer Superdrug launched its first TikTok live shopping experience last week.

In a LinkedIn post, Paul Stafford, Head Of Digital Marketing, at Superdrug: “The jury is still out on whether this will take off in the west, like it has in China, but it’s an exciting way to engage with customers, and we're committed to exploring this channel further.”

“And while the scale may not be huge yet, live shopping is a great way to build brand love and stay relevant with our target consumers. And, it's fun!”

“Thanks to Ana Fisher (Assistant Marketing Manager at Superdrug) and Samantha Bullock (Social Media Marketing Manager at Superdrug) and the COTY team for their hard work on getting this up and running.”

Optimo

Superdrug recently launched its own retail media network in the UK.

Stafford commented: “Last week, I had the pleasure of announcing the arrival of Superdrug’s own retail media network, Optimo, at our annual supplier conference.”

He added: “This has been a huge piece of work covering A.S. Watson Group (the owner of Superdrug) BU’s across Hong Kong, Milan, Paris, Amsterdam and London. From a personal point of view, it’s been an incredible journey to work on a project that is at the coal face of major industry change.”

“I can’t wait now to start working with our suppliers to deliver on their briefs.”

“Obviously this has been a massive team effort and couldn't be done without the support of Dan Jarvis (Chief Digital Officer, Europe at  A.S. Watson Group), Andrea Zoboli (eLab Technology Director (Europe) at A.S. Watson Group, Mariëlle Slenders, (Head of Media & Performance Benelux at A.S. Watson Group), Matt Walburn, (Customer and Marketing Director at Superdrug), Nicholas Queally, Marketing Manager - Promotions and Pricing at Superdrug), and many, many more.”