The Superdrug Insights team highlighted to the judges that they are striving to be a beacon of consumer-centric innovation, which can only be achieved through improved stakeholder engagement. Superdrug’s team of analysts and data scientists have been recruited based on their ability to build connections and their passion for influencing business decisions.
Understanding the broader business is considered a quest for enlightenment to Superdrug. The data team are immersing themselves in the fabric of company, soaking up its culture, and aligning with its goals. Following a successful Insight Buddies programme has provided an always on source of dialogue between the Insight Team and stakeholders, ensuring there is consistent alignment and focus on the right projects and business priorities.
In 2023, a new platform called Insights Avenue was launched, which supports collaboration in the business by making data and research accessible to a far broader audience than the team who requested it. Insights Avenue is the heart of data and insights at Superdrug.
Stakeholders can tap into the huge array of resources on the avenue ensuring they are up to date with all the latest industry news, social trends, and customer behaviour. The Superdrug Insights Team has seen a 140% increase in usage across core dashboards driven by the accessibility on Insights Avenue. The data team frequently take our stakeholders on a journey down Insights Avenue, acting as consultants within the business and helping them navigate the vast array of information that can help improve those all-important decisions.
Superdrug’s engagement with stakeholders transcends meeting rooms and extends to customers. Through the platform known as The Collaboration Lab, customers are empowered to share their experiences and contribute their observations and ideas directly, bridging the gap between data analytics and real-world experiences. This allows every interaction to become a source of insight, enriching the collective intelligence of the organisation, and stakeholders can gain valuable feedback from 500 engaged panel members within 24 hours.
The Superdrug Insights team collaborate closely with health and beauty specialists like P&G, Unilever, and L’Oreal to inform their brand’s strategy at Superdrug. Through active listening and probing, the data team identified key questions and areas for exploration. Throughout the process, Superdrug’s data team maintain transparency, regularly updating clients on progress and insights discovered.
Collaborative workshops and brainstorming sessions foster idea exchange and co-creation of strategies to bring individuals together from key functions across the business. Ultimately, this collaborative effort leads to informed decisions, innovative solutions, and action.
Superdrug’s commitment to stakeholder engagement fosters synergy within and it extends to the partners. Through initiatives like the award-winning Insight Champion Programme, Superdrug works with partners to provide frequent insight events where stakeholders can interact with presentations designed to spark innovation.
The Superdrug Insight team have proven their status as esteemed figures within the wider ASWatson business, pioneering fresh perspectives and strategies. The data team are frequently sought out to share expertise and ignite innovation in others, shaping the trajectory of the wider business and setting the standard for excellence.
Superdrug are part of the DataIQ membership programme – the trusted global collaboration and intelligence platform for data leaders. Find out more here: https://www.dataiq.global/membership
