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1,000s
Of customer questions answered every month
6,000
Engaged Community Members in 6 months
+60%
Increase in community member conversion
About
Superdrug is one of the biggest beauty and skincare retailers in the UK with over 800 stores and 10 Million monthly visitors on their online shop.
With the goal of turning their ecomm site into the #1 online beauty destination, Superdrug partnered with TokyWoky in mid 2019 to launch a community platform on their online store.
A few months later, they had over 6,000 engaged customers and won Best Community Hub at the 2020 Glossy Beauty Awards.
Brand Community Goals
- Turn Superdrug.com into the #1 UK destination for beauty inspiration and shopping
- Generate authentic reviews and UGC on own brand products
- Drive continuous community insights that inform the entire company
Claudia Holm
Ecommerce Team Manager chez KICKS
The ROI on key eComm targets and the consumer insights being cascaded back into the business from the beauty community have been the keys to success of this project, but this is first and foremost a customer facing innovation.
The Superdrug Community in 3 steps
- The Superdrug Beauty Community is a gamified community space, fully integrated with Superdrug’s online store.
The platform took about 2 months to design and launch.
- Community members talk about beauty and skincare in discussion groups.
They post beauty looks, test products and participate in challenges.
A project manager spends 4-6 hours/week managing the community.
- Superdrug’s community answers 1,000s of questions from online shoppers every month.
Visitors get inspiration and advice while shopping. Superdrug gets valuable customer insights every month on top questions, trends, favourite products and more.
Results
- 6000+ active members on the Superdrug brand community
- 1,000s of customer questions answered every month by the community
- 60% conversion uplift after community interaction
- +5.6% AOV uplift for shoppers who engage with the community
- +31% time spent on Superdrug’s online store for shoppers who go on the community
- Won Best Community Hub and Best Customer Insights Strategy in 2020 and 2021
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