Superdrug works with Unilever and Beiersdorf for first supplier campaigns on new retail media network
UK health and beauty retailer Superdrug has gone live with the first supplier campaigns on its new retail media network.
In a LinkedIn post, Paul Stafford, Head Of Digital Marketing, Retail Media & Online Brand at Superdrug, said: “Who would have known the journey to get the word ‘sponsored’ on our products was going to be such a complex task?!”
“Of course, retail media is much more than that, and we have more news to follow in the coming weeks as we expand our offering. If you are a supplier, please reach out to me to discuss how you can get involved.”
He added: “A huge thanks to our first suppliers Unilever (Emma Houslander and Charlotte Murphy) and Beiersdorf (Rachel Hirst & Katherine Griffiths) for their support to launch with us from day one.”
“Building an retail media network is not easy and takes a huge amount of cross-functional collaboration.”
“We would not be live today if it weren’t for the help of our teams in Legal (Sonica Beckmann (née Dua), Alison Campbell Finance (Michael Harper & Steve How), Design (Darren Donovan-Baker), IT (Jacqueline Joel, Dawn McCurdy, Nicholas Queally), Digital Marketing (Charlotte-Grace Rollinson), and many many more.”
TikTok
Last month, Superdrug launched its first TikTok live shopping experience.
Stafford commented: “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.”
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