High street shopping needs to be more fun, more interactive and more engaging than ever before, to compete against the commodity big-box retailers and the web. Superdrug’s new store concept starts to address that need. The lively, fashionable and relevant environment enlivens the brand and compares favourably at every level, from the volume trader to the department store.
The new concept takes its cues from the fashion market, reflecting trends exploited by high-fashion multiples, rather than Superdrug’s direct competition. The required authority in pharmacy, health, and personal care is retained and enhanced, but a new layer of style and energy has been created to promote cosmetics, beauty and perfumery. Department treatments change as you move around the space, for a more ‘pacey’ feel. The existing department names were rationalised and the store is segmented into new product zones; make-up, skin, beauty, hair, men’s, essentials, food and health. The typographical styles are inspired by a more fashion-led editorial design. The store directory at the front of the store is a bold statement about what Superdrug offers and can become a key feature of the store environment going forward. The cash desk announces the brand name with impact, in pink on the back wall, behind a pared down cash desk with less display and more clarity. The pharmacy department features a new design treatment. With its consulting room and waiting area, the department is very much about service and rivalling its competitors in this market.
This new concept was rolled out in a further ten locations and more stores will be overhauled by the end of the year.
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