• Creative design
  • Strategy research




Retail + Consumer Goods

Superdrug: CRM

Superdrug wanted more people to sign-up for the Health & Beautycard (and now, the app).

The strategy

Our strategy was to simplify comms with clear messaging, a clean design and a consistent narrative across all touch points. We considered customer journeys for members/non members/app-users and drove engagement through targeted activity.



The solution

Over several years we continuously evolved Superdrug’s loyalty scheme, including re-designing the card itself. We created a new look and feel for the ‘Members Save More’ communications in order to simplify and modernise the design, and ensure the CTA was clear. In late 2023 we saw the launch of ‘VIP Rewards’.

We crafted an identity for this new loyalty scheme which included refreshing the Superdrug app interface with a re-designed ‘My Card’ section including optimal UX design. We concluded the project with a messaging framework, toolkit and PoS application to ensure that the scheme will be communicated consistently and effectively.

The impact

The Health & Beautycard scheme has progressed vastly both in design and numbers. The new ‘Members Save More’ creative has delivered great impact, particularly for OOH, and we have increased customer engagement through activity including paid social activity and beauty boxes.

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