Superdrug, a UK-based health and beauty retailer, has recruited over 300 brands for the Superdrug Marketplace, an online market that is dedicated "to promot[ing] diversity by supporting entrepreneurs and small businesses within the industry and [...] dramatically increas[ing] our range on Superdrug.com, broadening and strengthening our accessible beauty and health offering to our customers," as quoted by Marketing and E-commerce Director Matt Walburn.
Together with Mirakl, the Marketplace platform was created. KPS was hired to integrate the Mirakl technology into the SAP e-commerce infrastructure used by Superdrug. Due to the brand’s new growth, Superdrug can offer a wider selection of carefully curated products, effectively meeting the needs of its customers while also going above and beyond.
Online Beauty Marketplaces
Superdrug and Mirakl Introduce a Health and Beauty Online Marketplace
Trend Themes
1. Online Beauty Marketplaces - The rise of online beauty marketplaces will lead to increased competition amongst retailers and promote diversity and support small businesses within the industry.
2. Curated Product Selections - Curating product selections based on consumer needs and preferences will become increasingly important for online retailers to stay competitive in the market.
3. Integration of Marketplace Platforms - The integration of third-party marketplace platforms, like Mirakl, into a company's e-commerce infrastructure will become more popular as retailers look to expand their product offerings and grow their customer base.
Industry Implications
1. Beauty Retail - The beauty retail industry will benefit from the increased competition and consumer focus on diversity and curated product selections.
2. E-commerce - E-commerce companies will have more opportunities to integrate third-party marketplace platforms and broaden their product offerings to better meet the needs of customers.
3. Technology Integration - Companies specializing in e-commerce technology integration, like KPS, will see an increase in demand as retailers look to expand their online marketplace capabilities.