Healthy and beauty retailer Superdrug has this week launched its own retail media network, named Optimo. The retailer is set to begin working with brands on campaign briefs shortly.
Superdrug’s head of digital marketing, retail media & online brand Paul Stafford has called the launch a “huge piece of work”, covering the firm’s parent company AS Watson Group teams the world over.
Having announced the initiative at the retailer’s annual supplier conference, Stafford hailed the process as “an incredible journey to work on a project that is at the coalface of major industry change”.
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The move follows a similar step taken by rival Boots in late 2021, which set up its Boots Media Group service in partnership with commerce marketing firm Threefold.
The platform gives brands access to its seven million-plus Advantage Card members and also enables them to build campaigns in-store across Boot’s digital platforms, and on social media.
This latest launch follows similar steps taken by a number of supermarkets in recent years, where retail media network ad sales can offer margins as high as 80%.
