APS Group has partnered with Superdrug to deliver in-store digital display and content for its latest concept store in Cardiff, Beauty Studio by Superdrug.
Digital screens will be used throughout the store to provide customers with information about new products and in-store beauty treatments across skincare, hair care, cosmetics and perfume; as well as providing an interactive area where customers can take ‘selfies’ of their latest beauty treatments. This is the second Superdrug concept store where APS has implemented digital solutions, following on from the success of the Superdrug Wellbeing store, which launched in Banbury earlier this year.
One of the key elements of the digital proposition is to educate customers about the store’s extended offering, including its new range of in-store treatments, such as eyebrow threading, manicures and hair blow-drying, said APS. Feature iFace Mirrors at the front of the store appear on first glance to be standard mirrors. As the shopper lingers in front of the screen however, digital imagery and content gradually feeds through, including offers and information about in-store events. Promotional areas within the store are complemented by integrated fixture screens showing a controlled mix of promotional and brand messages.
Following the Beauty Studio theme is an interactive area towards the rear of the store that features a four-screen video wall and HD camera. Post-makeover customers can pose for ‘selfies’ with friends, taking videos and pictures of their beauty treatments via the big screens before sharing the footage with family and friends using the #treatyourselfie hashtag.
Following customer journey analysis within the new store concept, APS has been responsible for management of the complete digital solution – from content creation, design, scheduling and deployment, to the selection, implementation and support of the digital hardware and software.
Grant Spicer, head of customer communications at Superdrug, said: ‘‘The customer experience is at the heart of the Superdrug concept store and APS has enabled us to create a stimulating and interactive environment that promotes our increased offering. The Beauty Studio is the second concept store that we have worked on with APS following the launch of our Wellbeing store earlier this year, which has already received great feedback from our customers. The team at APS have been a pleasure to work with throughout and has consistently demonstrated a high level of knowledge and enthusiasm.’’
Darren Jackson, director of retail solutions at APS Group, said: ‘‘APS has worked with Superdrug for over six years and we relished the opportunity to deliver the digital proposition as part of the new Superdrug Beauty brand. Digital is an increasingly important tool that can be used to improve in-store experience, enhance multi-channel interactions and drive customer engagement. We are looking forward to continuing to work with Superdrug in the near future including roll-out of its digital display projects.”