Superdrug provides free Wi-Fi and gathers customer data

BSkyB-owned Wi-Fi company The Cloud will build the wireless network

The UK-based Superdrug retail chain is rolling out free Wi-Fi with the aim of improving in-store customer satisfaction and communication.

Superdrug said customers would have the opportunity to browse online, learn about its products and access online reviews and social media.

Superdrug will also be able to gather anonymised browsing information to help it provide advertising relevant to shoppers. The media window space, shown to each user upon connection to Wi-Fi in store, will be used for advertising messages.

Matt Walburn, marketing director at Superdrug, said: "We know how trend conscious our customers are and free Wi-Fi will allow them to go online to gain instant inspiration. The new technology will add an extra element of interaction and fun for our customers."

Superdrug has gone to BSkyB-owned Wi-Fi company The Cloud to build its wireless network. The Cloud has also built retail Wi-Fi networks for PizzaExpress, M&S, Caff Nero, Eat, Greggs, Pret and Wagamama.

The Cloud network at Birmingham's NEC however was recently ripped out, however, and replaced with a more extensive and self-managed network using high performance equipment from Xirrus, which can support up to 22,000 concurrent users.

Follow CMO on Twitter: @CMOAustralia.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Cannes 2017: The Machines Are Here

It’s day 4 in Cannes and among the ever-growing divergent panels, presentations and workshops spanning from one end of the Croisette to the other, there has been a very real emergence of how artificial intelligence (AI) and machine learning needs to fit into the marketing ecosystem of today and tomorrow.

Aden Hepburn

Executive creative director and managing director, VML Australia

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

It is interesting. Rebrand is very good. Perhaps they should change the logo to something more modern. For example as it is - https://www...

David Hill

Grace Group undergoes first rebrand in 30 years to unify and contemporise

Read more

Hey Guys, just one small typo that changes a part of the story :“That was a really big step forward for our company because we didn’t hav...

Damian Young

Chobani tastes success with data analytics platform

Read more

This is amazing! Congratulations to Cochlear for continuing to lead innovation in every way!

Chris

How this marketing ops leader is lifting the automation ante at Cochlear

Read more

Interesting case! It seems like universities can also benefit from marketing automation. I've started using getresponse some time ago and...

Aaren

How marketing automation is helping drive CX change at Adelaide University

Read more

Always great to see and read these success stories and the growth of gamification. This story is very warming and can act as an inspirati...

James Doyle

5 tips to boost engagement with gamification from Donut King

Read more

Latest Podcast

More podcasts

Sign in