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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Taking performance cues from east Asian markets

As the ‘Asian century’ becomes ever more prevalent and the Fourth Industrial Revolution gathers speed, marketers are having to surf a tidal wave of creative destruction. The choice is stark: Embrace change, or resign yourself to a Darwinian fate.

Dr Chris Baumann

Associate professor, Macquarie University

Searching for social and marketing data

Many marketers, agencies - and everyone in between - get caught up on bubble references and data points. They’ll use Facebook best practice as the only best practice for Facebook executions and only consider metrics and responses of the one channel they’re expected to deliver on.

Isaac Lai

Connections strategy lead, VMLY&R Sydney

Why Australia needs more leaders

A few weeks ago, our Prime Minister, Scott Morrison took it upon himself to tell companies and their CEOs where to go when it came to societal issues. It wasn’t an organisation’s place to get involved. Instead, he said it should be left to governments to solve societies challenges.

Dan Banyard

Managing director, Edentify

Congratulations! So good to see a business turnaround with a good omni channel email lead strategy.Antanthonyidle.com

Anthony Idle

How Total Tools overhauled its omnichannel marketing

Read more

Well, you can always improve your service. Your customers will appreciate your efforts.

Mike Thompson

Report: Australian customer experience good but not great

Read more

Thanks for sharing! Terracotta Jewellery Online Shopping Ethnic Jewellery Online Shopping

Cotton Sarees Online

How data is driving the customers of a lifetime for BaubleBar

Read more

Informative blog. Xero is a well-known revolutionized accounting software, specifically developed to provide best User Experience and mak...

NavkarConsultancyServices

Xero evolves to fit a changing marketplace

Read more

>Writes article about how to show diversity in an authentic way>All featured opinions are from white women

Jennifer Metcalfe

Food for Thought: How can brands show diversity in an authentic way?

Read more

Latest Podcast

More podcasts

Sign in