Superdrug strengthens in-store execution and operational efficiency through a digital shelf infrastructure, enabling more seamless customer experiences.
Superdrug has announced Hanshow as its digital shelf partner to support the continued digital transformation of its store operations across the UK and the Republic of Ireland.
Operating in a high-promo, high-SKU-change health and beauty environment, Superdrug faces challenges where price accuracy, promotion speed, and store-to-store consistency directly impact customer trust and margins.
To address this, the retailer has identified in-store digitalisation as a key lever to improve operational efficiency and enable frontline teams to focus more on customer service and higher-value activities.
Superdrug has deployed Hanshow’s Electronic Shelf Labels (ESLs) as the standard shelf-edge infrastructure across its store network.
As of 2025, 51 stores have already been equipped, with a further 90 stores planned for rollout in 2026, including new store openings. Once complete, the programme will span more than 1.7 million ESL units across the UK and the Republic of Ireland.
Superdrug selected Hanshow to support consistent execution at scale across diverse store formats and high-traffic environments.
The ESL solution provides a real-time, centrally managed operational layer that supports stronger in-store execution and more efficient online order picking and fulfilment. This enables a more efficient, resilient, and scalable store operation aligned with Superdrug’s long-term business objectives.
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“Digital transformation for us is about building an operating model that is scalable and adaptable. Digitising the shelf edge improves execution speed and accuracy across our stores, enabling agile, reliable in-store operations,” said Jerry Walkling, Sales Operations Director, Superdrug.
“Establishing a digital foundation at the shelf edge is a critical part of our long-term technology roadmap. Working with Hanshow strengthens the infrastructure supporting our connectivity-driven services, enabling greater flexibility and more seamless, integrated in-store experiences at scale,” said Andrew Cobb, IT Director, Superdrug.
“Superdrug’s decision reflects a long-term commitment to building resilient store infrastructure. Establishing a digital foundation at the shelf edge enables retailers to enhance operational precision today while creating flexibility for future innovation,” said Liangyan Li, SVP and Head of Global Sales, Hanshow.
Through this partnership, Hanshow continues to support retailers in building efficient, data-driven, and future-ready store environments in an increasingly competitive market.
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