Superdrug has revealed a 40% jump in loyalty card customers on the back a £37m CRM investment as it announced a strong trading performance over the key festive trading period – up nearly 7% – over the five weeks to January 2.
The Health & Beauty card loyalty programme now has more 7 million registered members, an increase of 2 million from this time last year.
The online business is also booming, with sales jumping 47% over the five weeks when compared to 2014. Superdrug’s Online Doctor service, dispensing products direct to customers’ doors or nearby stores, has continued to grow its customer base and delivered its first £1m sales period in December.
Make-up was one of the most successful categories in the Christmas season, while unlike most clothing retailers the mild weather has actually helped Superdrug; bronzing product sales rose 20% as “partygoers eschewed tights for bare legs”.
Fragrance and gift ranges has also performed well.
Eighteen months ago Superdrug revealed plans to ramp up its digital activity – including the launch of a mobile phone version of its loyalty card – as part of a three-year $60m (£37m) investment in CRM.
Superdrug managing director Peter Macnab said: “This Christmas we concentrated on offering customers as many reasons as possible to shop at Superdrug – from market-leading prices to a wealth of free gifts. We also added interest to our stores with new beauty services, including Braid Bars offering hair plaiting and Glitter Lips.”
Superdrug plots £37m CRM boost