Diametric has been appointed by Superdrug to run a project addressing customer loyalty and acquisition challenges across the group's 800 stores.

As part of Superdrug's brand repositioning to a beauty proposition, it is considering plans to develop greater loyalty among its core customers and increase share of beauty spend amongst all High Street shoppers.

Maryline Terzian, Head of External Communications at Superdrug said,

"Diametric have been instrumental in helping us to prioritise and analyse a loyalty proposition to strengthen our customer offer, in a cost-effective manner. They rapidly immersed themselves in our business and utilized their industry expertise to provide us with a range of comprehensively researched, deliverable solutions."

Robert Diamond, CEO at Diametric Consulting, said:

"Superdrug occupies a unique position within High Street retail and the beauty market, with a core customer base who are particularly responsive to the latest fashions and trends, but also the most likely to shop across a wide range of outlets. Working with Superdrug to develop a customer loyalty and acquisition proposition demonstrates the expertise we have developed in this marketplace."