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Superdrug Case Study

Superdrug Stores Plc is a leading health and beauty retailer, with more than 700 stores in high street and shopping mall locations throughout the UK. To help its customers locate its retail sites, Superdrug uses Multimap’s Storefinder service as an integral part of its web site.

The Storefinder allows users to search for the Superdrug store nearest to them using postcodes, street names, or place names, or by clicking on an icon of a map. Once the search is complete, the user is presented with a map to a selected scale showing the ten nearest stores; information about each store is displayed alongside the map. The Storefinder service is also completely customisable: it appears to be working from within the Superdrug site.

Although Superdrug has more than 700 stores, they are not all the same: 220 have a pharmacy, 200 have a fragrance counter, and 50 have photo processing. The Storefinder service contains filters that allows users to select the nearest Superdrug store with the attributes they require. A Superdrug spokesperson notes, “Our customers like the Storefinder service – we get a lot of positive feedback. They also let us know when data like store opening hours is incorrect!”

Further, Superdrug spokespersons say they found the service easy and inexpensive to implement using standard components. The reporting provides good data about the use of the service, and about what customers are looking for at Superdrug stores. This helps Superdrug’s ecommerce team demonstrate the value this service adds to the other main chains within the Kingfisher group.