Superdrug has announced the upcoming launch of Superdrug Marketplace, a new platform, which will see hundreds of brands, from premium to start-ups, able to partner with Superdrug to offer their products through the service for the first time. The platform is set to launch in September this year, with brands being recruited now to lead the Marketplace launch later this year.
The platform, from Mirakl, will be seamlessly integrated on the existing Superdrug.com, providing customers with a smooth journey for purchasing products from both established brands and exciting new sellers. The retailer hopes that their chosen marketplace technical solution will allow brands without the infrastructure for a national retail listing to partner with Superdrug for the first time and bring its customers trending beauty favourites faster than ever before. As well as beauty brands, the retailer also has its eye on the biggest wellness trends, with everything from wearables to health testing being considered as the move makes way for more trend-led brands to secure a listing.
With the strategy homing in on bringing luxury brands to the forefront, Superdrug will also focus on brands that align with its customers’ key values, with a particular focus on black-owned brands, building on the brand’s Shades of You commitment to diversity in retail in 2021. Female-owned brands and a focus on gender-neutral beauty products will also be prioritised.
Customer, marketing and online director Matt Walburn, who is leading the development of the Marketplace at Superdrug commented “The Superdrug marketplace will be a vital step for our business as we look to strengthen further our role in H&B retail and start to build into new associated categories. We’ve been looking at ways to bring innovative and growing brands into our business more quickly and in the appropriate way to test consumer reaction. This is a crucial next step in bolstering our online and offline strategy; marketplace inventory will eventually be available to purchase virtually in-store as well as online. This launch will make a listing with Superdrug now possible for more up and coming brands and give our customers a wider range to enjoy, from luxury to trending beauty and wellness hacks.”
KPS Digital will be responsible for the project delivery – streamlining the customer experience to ensure that the quality of the digital platform remains the same as Superdrug’s core eCommerce site.
Brands will be expected to meet the same high levels of customer experience that Superdrug shoppers are used to, with orders fulfilled through independent brands, salons and third-party retailers.
The move signals the next development in Superdrug’s omnichannel retail strategy, which recently saw the launch of the ‘endless aisle’, allowing customers to order products in store that were currently out of stock. Superdrug Marketplace’s launch will also allow shoppers to walk into their local store and buy products from marketplace brands never seen before on Superdrug shelves.
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