Customer analysis at health and beauty retailer Superdrug has resulted in changes to three key areas of the business.
Following work with customer insight SMG the high street retailer has developed new standards with regard to staff training, shift patterns and till interaction.
The changes have resulted in Superdrug employees taking a more consultative approach to selling beauty and fragrance products, as well as greater staff numbers in stores during lunchtimes.
According to the retailer, both staff and customers have reported an increase in satisfaction levels since the new standards were introduced.
Superdrug team members have also been given suggested talking points at point of sale, which has improved customers’ overall impression of the company.
Jeremy Michael, Managing Director of SMG UK, said: “SMG has been working with Superdrug to provide recommendations for improved customer loyalty.
“This not only helps enhance the customer experience but also improves the business performance through increased revenue and profit.
“That is proven as customers are now ten per cent more likely to return to Superdrug compared to the start of the initiative.”
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