Web and eCommerce consultancy Sceneric has helped launch a new eCommerce platform with responsive design for health and beauty retailer Superdrug.

Based on the Hybris B2C Commerce Suite, the new platform enables Superdrug to deliver an omnichannel shopping experience to its customers. The site uses images, videos and rich content to increase customer engagement, and includes Superdrugs Look at Me blog, where customers can find the latest beauty and well-being updates and tutorials, with hyperlinks to featured products.

“Out new fully transactional commerce platform gives us the flexibility to replicate the in-store experience online, something that simply wasnt possible before,” said Andrew Lyne, IT director for AS Watson Health and Beauty UK. “Previously customers could only earn loyalty points online in a limited manner which excluded promotions and points redemption. When they shop online now they can earn points, take advantage of bonus point promotions and redeem their points at checkout in the same way as they can in-store.”

The Hybris commerce platform enables both Superdrugs Siebel CRM and Oracle Retail ERP systems to be fully integrated, enabling simultaneous execution of promotions in-store and online, again bringing the online and bricks-and-mortar experience closer together.

“Todays customers are digitally empowered and in control,” said Rob Shaw, vice president of new business for EMEA and MEE at Hybris. “The customer experience can no longer be defined or managed in a single channel, but happens seemingly at random across all channels, interactions, and marketing communications.

“As a pioneer in the health and beauty market, Superdrug is now able to provide the best shopping experience to customers. Enabling a whole new customer journey, it not only supports the delivery of relevant content, offers, and products, but also supports the execution of the experience through the transaction and beyond.”