After leading the successful turnaround of UK discount chain Savers (AS Watson), Joey Wat was named Managing Director of beauty retailer Superdrug in January 2012. In a bid to shake up Superdrug's image, Wat has been spearheading a retail revamp over the past year, rolling out initiatives including free Wi-Fi and in-store radio across its entire store network.
How does managing Superdrug differ to Savers?It's exciting, challenging and definitely different. Superdrug is different to Savers in that there's a lot more to consider – it offers fragrances, cosmetics and has much larger stores, for example.
What strategies have you implemented to lift Superdrug’s game?When I took over the role, I knew what we needed to focus on and I've stuck to this. It's about segmentation. All of our stores are quite different so we had to find a way to manage each one individually as the customers that shop in each are very unique. The focus of the business is now to have a systematic way to manage the business, so we can provide what customers want in each individual store.
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