Strategy (6)
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Prospect AnalysisSuperdrug (Strategy)
AS Watson’s strategy for Superdrug is focused on rebuilding the retailer as a multichannel player. Although relatively late in developing its offer, and therefore playing catch-up against its competitors, the scale and investment at group level in its digital strategy has helped in recent years.
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Prospect AnalysisEcommerce at Superdrug
Superdrug has been on a multichannel drive in recent years and innovation within its model – which parent group AS Watson is calling its O+O (online plus offline) standard – will be even more relevant as the business moves forward in a post-Covid world.
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Prospect AnalysisTechnology strategy at Superdrug
Superdrug is on a multichannel drive after recognising its delay in introducing services that its competitors already excelled at. To make up for lost time, parent company AS Watson has ploughed more than £40m investment into its digital offer over the past five years or so.
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Prospect AnalysisSupply chain at Superdrug
The current priority at Superdrug is investing in infrastructure to support planned rapid multichannel growth.
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Prospect AnalysisStores at Superdrug
Recent store openings have either focused on enhancing Superdrug’s reputation as a more upmarket beauty retailer or on improving its healthcare credentials.
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Prospect AnalysisCustomer and marketing at Superdrug
Superdrug is positioned as a fashion-led health and beauty retailer which, in line with its owner AS Watson’s approach, focuses on providing the best offers to customers at affordable prices.
