We review three contrasting initiatives from key European drugstore operators Superdrug, Rossmann and dm.
Black Friday is an important date in the diary for drugstores. On the run up to Christmas, competitive deals on seasonal gift packs, fragrance and electricals deliver high volume sales in this peak trading period.
Superdrug’s members-only deals
Superdrug launched its members-only deals campaign two weeks ahead of Black Friday. While regular customers qualify for price discounts, Health & Beautycard members are rewarded with significantly deeper savings. The loyalty programme is central to Superdrug’s strategy, with 14m registered members at the end of 2018. This mechanic will help recruit new members, opening personal communication channels to help drive future purchases.
Other activity includes Superdrug highlighting vegan products included in its Black Friday promotions on its website. Revolution cosmetics shoppers also receive a free “mystery bag” worth £30 if they spend £15 with the brand online.
Sources: IGD Research, Superdrug.co.uk
Black Rossmann Week’s “mystery box”
Alongside online-exclusive offers and daily deals through its app, Rossmann is offering a limited number of “mystery boxes” each day in the run up to Black Friday. Costing just €10, the boxes contain 20 items worth more than €70. Every morning a new batch of boxes is released online, with shoppers finding out just three of the products in that day’s mix.
dm’s socially conscious approach
As in previous years, dm is celebrating “Giving Friday”, an alternative approach to the Black Friday event. On Friday 29th the retailer will donate 5% of its daily turnover (in-store and online) to different charities across the 11 dm markets participating. dm’s Austrian MD of marketing and purchasing Harald Bauer commented “a discount day would… not fit in dm, because our customers can be confident that they will find low-priced permanent prices throughout the year”.