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Superdrug Beautycard surpasses 1m users


Health & beauty retailer Superdrug has today announced that there are now more than one million active users of its new loyalty scheme, only two weeks since it was launched.

Beautycard was unveiled on May 11th following years of speculation that Superdrug would launch a scheme to rival the popular Boots Advantage card, and to promote the scheme the retailer has developed a new TV ad starring Gavin & Stacey’s Joanna Page which was shown for the first time this week.

The card, which boasts a handy mirror on the back, can be used to earn points online and in store but, in an effort to drive footfall to the company’s high street outlets, these rewards can only be redeemed in store.

Various special promotions will be launched using the Beautycard, including an opening deal allowing customers to collect 50 bonus points for every £5 spent on Superdrug-branded products.

Steve Jebson, Superdrug Commercial Director, said: “We are delighted by the instant success of the Beautycard.

“Customers have really got behind the fact that with our card it’s not just about the points you get automatically, it’s about looking out for bonus points which really make a difference to their Beautycard balance.”

In an interview with Retail Gazette earlier this month, Jebson explained that the loyalty card launch fits neatly with the company’s first extensive marketing campaign for ten years, which calls on shoppers to “Take another look” at Superdrug.

The retailer has plans to transform a significant percentage of its property portfolio in the year ahead, making stores more open and colourful as well as increasing the amount of product information for customers.

Commenting on the changes, Jebson said: “I aim to make Superdrug a beacon of modernity as a place to shop.

“We’re not ignoring discount or value, but customers expect more otherwise they have no emotional attachment.”

Published on Thursday 26 May by Editorial Assistant

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