Superdrug Case Study
Background:
Superdrug wanted to expand their on line offering to become a transactional website, launching before Christmas 2006 with 1,100 products. Working to very tight deadlines considerable internal resource at Superdrug was devoted to the development and workings of the new site with little time left to worry about the acquisition of product images and data.
Brief:
Brandbank’s brief was to create, manage and deliver images and data for the site launch, develop artistic direction for the images and develop an on-going process to acquire new product images and keep existing products up to date.
Execution:
Initially, we ran the Superdrug assortment list through the Brandbank Product Library which matched on a healthy number of existing products that could be supplied to Superdrug, allowing them to further advance their web build and design process.
The Brandbank creative team visited the Superdrug head office with a mobile studio and worked with the Superdrug web team to agree photography styles for product ranges such as Gifts, Fragrance and Make Up. Brandbank arranged and co-ordinated a campaign to contact suppliers to discuss the Superdrug initiative and the various options and services. Every supplier was assisted through the process whenever required.
Brandbank reported back to Superdrug on a regular basis confirming the status of each product and suppliers with unmatched products giving expected dates of their resolution.Brandbank captured all Superdrug Own Label lines, getting samples from suppliers, Superdrug head office and even picking products in a local branch when necessary.A transfer link was successfully built allowing the automated update of images and data via web services and XML.
Result:
Following a successful transactional online launch of www.superdrug.co.uk in December 2006 with a full set of images and data, Brandbank continues to create, manage and distribute images and product data to Superdrug.
