SnapShop Retailer Directory Search

You are here: Home | Blog | Making informed decisions to better your brand offerings to consumers

SnapShop Blog

Making informed decisions to better your brand offerings to consumers

 

Posted At: 10 March 2014 00:50 AM
Related Categories: Retailers

 

It’s no secret that High Street retailers, both small independents and larger corporations, are struggling in the current post-recession economy. The rise of digital and e-commerce also means that many retailers need to re-consider their offerings to customers, taking into account particularly ease of use, convenience, quality and pricing.

A great example of this currently is Superdrug. The retailer celebrates its fiftieth birthday this year, and to mark the occasion they are due to open up three new store formats. The new formats are initially trial based but if successful, will be rolled out across the UK.

The first concept is a beauty store, initially opening in Cardiff, offering cost effective, quick and easy beauty treatments. These will include eyebrow threading, manicures, pedicures and so forth. Superdrug bosses claim they have identified a lack of these stores on the current High Street and there is strong customer demand for such stores. If this trial is successful, Superdrug will look to open between 20-50 beauty stores in the UK.

The second concept is pharmacies within doctor’s surgeries, again offering convenience to customers. Superdrug realise their in-store pharmacies are not convenient for every type of customer, only those willing to travel into town centres. By offering this service they are widening their potential shopper reach by demographic and geographic location.

The third concept Superdrug will be trialling are well-being stores, aiming to strengthen their competitive positioning against Boots. These stores will offer healthcare services, such as consultancy and health checks.

The above multi-million pound format investments will also include bright and colourful store designs, allowing Superdrug to stand out against all other competitors on the High Street. Superdrug claims the designs will resemble ‘candy stores.’

In addition to the above store formats, new technologies are also being trialled at various other Superdrug stores. These technologies include: magic mirrors that take pictures of customers, allowing them to change their hair colour, aiding in the decision process. It is also looking to expand its own-brand products and also integrate smaller, more ethical suppliers into their in-store and online offerings.

Significant changes to retail offering like the above can be daunting for a brand, especially when the market is so uncertain and success isn’t guaranteed. There are multiple factors to consider when making decisions to make sure that they are the right ones for you and maximise your chance of success.

However, in light of the competition from online and out-of-town retail, innovation on the high street is needed. Retailers need to think creatively about their offerings and positioning to give shoppers the reason to visit them. Cutting-edge market research and consumer insight from FSP can inform your decisions, including on location strategies and retail offering, to ensure you are maximising current opportunities and develop in an innovative, but relevant, way in the future.
 

Comments Comments (0) Twitter Twitter


Comments...

There are no comments for this entry.



Add a Comment:

Please Note: Comment moderation is enabled. Your comment will not appear until approved. Although we ask for your email address for verification purposes, only the name you enter will show against your comment.

 
Name *
Email Address *  
Website
Comments *
 
 
 
The opinions expressed herein are the personal opinion of the author and are not intended as statements of fact and do not represent the view of SnapShop or Pragma in any way.

Subscribe

Enter your email address below
to receive SnapShop blogs
straight to your inbox.
 

Blog Roll:

Hurlbut & Associates
Insight-Driven Retail Blog
James Hall, Telegraph
Marketing Cloud Blog
Retail Consultancy Blog
Retail Contrarian
Retail Technology Blog
Retail Week Comment
Spotlight on German Retail

Archives By Category:

Administrations (71)
And Finally (22)
Christmas (5)
Co-operative Retail (1)
Environmental (6)
E-tailing (13)
Finance & Investment Management (3)
FSP News (4)
Future of Retailing (24)
General (63)
Jane Norman (1)
Media (4)
Retail (137)
Retail Marketing (3)
Retail Property (12)
Retail Statistics (40)
Retail Suppliers (8)
Retailer At Risk (6)
Retailers (193)
SnapShop Developments (3)
Social Commentary (34)
Store Closures (22)
Town & Shopping Centre Management (14)
Womenswear Retailer (3)

Recent Entries:

Retailer View - Weird Fish
Retailer View - Monki
Retailer View - Boden
Retailer View - The Entertainer
Retail Update - November 2018

Recent Comments:

Retail Spotlight – The changing face of leisure
Really interesting sector changes you've highlighted. We have also noticed a sharp rise in the 24 ho... more
Cost of Cash Set to Rise
We have seen growing investment amongst retail clients wanting to get ahead of this trend. it will ... more
And Finally - Surreal
Does my app look big in this, hehe, got to try the Ann Summe... more
Who's next?
Thanks Dave. Sports Direct International has very strong leadership and its accounts have been recor... more
Who's next?
Interesting stuff, it doesn't look like long before they will go under. Any ideas on why sports dire... more
Twitter LinkedIn
Privacy PolicyTerms of Use

Our website uses cookies. Cookies enable us to provide the best experience possible and help us understand how customers use our website.
Our site won't work without them. By continuing to use our website you accept our use of cookies. Find out more about cookies. ×