Superdrug has launched a new digital technology that will connect online users to its in-store staff for support when buying fragrance and make up.

The ‘Superdrug Store Insider’ technology is being trialled in four Superdrug stores – Westwood Cross, Leicester Fosse Park, Basildon Mayflower, Oxford Westgate – with an aim to roll out the service across its store estate if successful.

Customers can access ‘Superdrug Store Insider’ by visiting Superdrug.com and clicking on the service icon in the corner of the screen to be connected to a store.

Today Marks & Spencer also announced a similar concept, M&S Video Expert, a live-video service that links its brick-and-mortar staff specialising in beauty and furniture to customer shopping online and at home.

Following a shift to online during the pandemic, retailers are facing increasing pressure to bolster their digital offerings and bridge the gap between on and offline.

“The Covid-19 pandemic has significantly accelerated the growth of our Superdrug.com business and we are passionate to provide a market leading online experience for all our customers,” said Matt Walburn, e-commerce director at Superdrug. “Traditionally a bricks and mortar business, Superdrug has long had a reputation for expert health and beauty advice in store.”

Walburn added: “So now, in a time when customers are shopping online for safety and convenience, we want to ensure we can offer that same personal shopping approach, just from the comfort of a customer’s own living room. A big part of our ecommerce strategy is about humanising the online shopping experience.”

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