Heath and beauty retailer Superdrug is aiming to boost customer engagement with a range of technology features at its new concept store in Cardiff.

The Beauty Studio by Superdrug store includes an interactive area containing a four-screen video wall and HD camera, allowing customers who have had makeovers in-store to pose for 'selfies' with friends, and take videos and pictures of their beauty treatments.

As a method of marketing the Superdrug service, shoppers are then encouraged to share their footage with family and friends using the #treatyourselfie hashtag.

Digital screens are used throughout the store to provide customers with information about new products and in-store beauty treatments. The digital proposition, which has been provided by tech company APS Group, also includes iFace mirrors that look like normal mirrors but start displaying promotional imagery when customers are nearby.

Grant Spicer, head of customer communications at Superdrug, commented: "The customer experience is at the heart of the Superdrug concept store and APS has enabled us to create a stimulating and interactive environment that promotes our increased offering.

"The Beauty Studio is the second concept store that we have worked on with APS following the launch of our Wellbeing store earlier this year, which has already received great feedback from our customers."

Superdrug's Wellbeing store in Banbury, another new concept for the retailer, opened in May to provide customers with consultation areas and a range of walk-in healthcare services.

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APS Group