Featured as a Flash of Genius in our Intelligence Report: Omnichannel Retail | Canada, drugstore chain Shoppers Drug Mart is heavily investing in an online and offline presence. To differentiate itself from new entrants in the Beauty market Target, Walmart, and Amazon.ca, Shoppers is stocking premium brands and focusing on shopper experience. It recently doubled the size of beauty sections in almost all of its stores, and remodeled them with try-on counters to look like a Sephora. Its 4500-square-foot flagship in the Bayview Village shopping center has luxury brands such as Chanel and YSL (not carried in other stores), and has been praised for its design.
Shoppers took a step to protect against showrooming by updating its classic loyalty program Optimum to cater to beauty customers and be accessible on smartphones. Points can be pooled with Shoppers’ beauty-only sister site Murale.ca.
In addition to brick-and-mortar efforts, the brand has a robust online site with videos, blog posts and news about new arrivals. While Shoppers does not offer e-commerce, customers can search in-store inventory and check their loyalty points online. In the health and pharmacy section, the brand posts content about health and wellness.
Shoppers Drug Mart has successfully channeled a Sephora that includes mass brands and pharmacy products.