Page 17 - Sphere No.21 (Mar 2008)

The staff uniform was also revamped along-
side the store design. To differentiate Next
Generation staff from regular Superdrug store
colleagues the store team wears new fashion-
focused uniforms which change seasonally. For
instance, at launch the team wore an all black
outfit accessorised with Superdrug pink beads,
bangles and belts from Superdrug’s True Spirit
jewellery collection.
“The Next Generation concept is more than
a new look, it is about the whole experience for
customers,” says Mr Sutherland. “Our customer
satisfaction programme has been designed to
gather customer feedback on all our stores in-
cluding Next Generation stores. Individual store
performance and feedback can be isolated, which
is why we know our customers like the Next Gen-
eration store concept.
“Customer experience was a key consideration
for the store design and to emphasise the beauty
playground aspect make-over areas were created,
along with additional browsing space in the cosmetic
aisles. A major part of customer experience is the in-
dependent advice given by beauty specialists. This is
an important part of the company’s strategy as the key
driver of growth for Superdrug in the beauty market.”
For example, staff at one of the stores in the London area
were all trained at the London College of Fashion and this has become the training model for the Next
Generation concept. Every quarter, Superdrug takes its beauty staff for dedicated training from key
suppliers to ensure they always know how to recommend what’s new.
All the changes seem to be going down well with the customers. RobertaWhitter has been shopping at Super-
drug for nearly 10 years. “I usually pop into Superdrug about once a week. I find it easier to browse the new-look
store as the aisles are more spacious, so you are not fighting with other customers to get to the same lipstick,” says
the chartered accountant who enjoys visiting her local spa and bargain-hunting at
designer outlet shoppingmalls. “I also think the shops look fresher with a bright-
er colour scheme – I love the pink theme.The cosmetics and hair care selection at
Superdrug has improved, and I know I will still receive excellent value for money.”
Thomas Lau has been a shopper at ICI PARIS XL stores in France since he
moved to Europe five years ago. Originally from Hong Kong, he now works for a
scientific organisation in Strasbourg, France. “ICI makes me feel very comfortable,”
he says. “The newly designed counters make browsing and trying the samples
much more convenient and easy on the eyes.”
A recent makeover by Kruidvat, after the company conducted extensive customer
research and feedback, has also proved to be a big hit. Shoppers described the new look
as bright, fresh and well organised, with plaudits for the more roomy store layout.
Mr Lai thinks all the makeovers have been successful on a number of different
fronts. “Retail stores have several demographics. Simply, there are the younger shoppers,
Generation Y, and the mature baby boomers. The stores must cater to both their needs and
not isolate one over the other,” he says. “Thus, while we are looking to make the stores new
and modern, we have to make sure every customer is happy with the changes.
While the store revamps have all gone very well, in retail there is little time to stand still
and take a bow. The companies have to keep their finger firmly on the customers’ buying
pulse – and react accordingly to ever changing trends.
TREKPLEISTER AFTER
WATSONS AFTER
In retail
there is
little time
to stand
still and
take a
bow