Superdrug bolsters ads with WiFi

Superdrug is launching a free WiFi service instore with the ultimate aim of using browsing data to serve customers with targeted advertising and promotions.
The retailer, which has 900 UK stores, says customers will have the opportunity to browse online, learn about its products and access online reviews and social media.
Unlike some programmes, notably MyHMV, consumers will not have to be members of the chain’s loyalty scheme, the Beautycard, to qualify for the service.
The media window space, shown to each user once they have connected to WiFi instore, will be used for advertising messages.
Superdrug has handed the wireless network build to BSkyB-owned WiFi company The Cloud which has also built retail networks for PizzaExpress, M&S, Caffè Nero, Eat, Greggs, Pret and Wagamama.
Matt Walburn, marketing director at Superdrug, said: “We know how trend conscious our customers are and free WiFi will allow them to go online to gain instant inspiration. The new technology will add an extra element of interaction and fun for our customers.”
Cloud managing director Vince Russell added: “Being able to use mobile to reach specific shoppers with the appropriate products when they are physically in the store is an invaluable opportunity. By improving the customer experience and creating a more personalised service, retailers can encourage sales at a time when consumers are feeling the pinch.
“With this free WiFi service, Superdrug is able to take advantage of the mobile boom now and in the future.”