Superdrug’s customer mag Dares to go digital

Dare will be the UK’s first customer magazine to use digital watermarking technology, which allows customers to scan images on their phones to instantly buy products, says the retailer.

The revamped magazine is the company’s latest attempt to narrow the gap on market-leader Boots. Last month Superdrug announced it is to launch a loyalty scheme to rival Boots’ Advantage card .

Readers of the Dare February issue will also be able to use their smartphones to view interactive video content and access exclusive news and tips by scanning digital watermarks embedded in the magazine.

The new-look magazine, published by the River Group, now mirrors Superdrug’s “take another look” marketing message and is distributed in-store and on the street in London. Street distribution will expand to eight major UK cities in March.

Superdrug operates 900 stores in the UK and is owned by China based retail group AS Watson, which operates 9,000 health and beauty stores worldwide. AS Watson operates a number of loyalty schemes and has more than 35 million customers signed up to its programmes.

In its recent Christmas trading update Superdrug reported a 1.7% increase in sales for the five weeks to 1 January.

Lloydspharmacy which operates 1,600 outlets has also announced it will launch a new customer magazine next month.