There’s lots you can pop in to a convenience store for these days, and for good reason – Amazon has made it super simple to get most needs with a few clicks, so brick and mortar ‘one stop shops’ have had to up the ante to stay relevant. And that quest, powered by solid social media listening, has now reached the “elective cosmetic surgery for people in a hurry” phase.
Flu shots and blood pressure checks have long been available at larger drug stores, with some adding beauty salon-style extras, but this latest offering likely exceeds expectations – and that’s undoubtedly the goal: In the UK, Superdrug announced it will be offering Botox and dermal fillers to customers over age 25 in its London stores, and have set the social web abuzz about it.
Courting Love . . . and Hate
Superdrug is courting either wild success or failure with its bold foray into the land of elevens. But they’ve evidently found an unmet need and are moving fast to fill it (pun intentional). “The Skin Renew Service, which launches today in the London Strand store before being rolled out nationwide, has been launched in response to feedback from nearly 10,000 customers revealing a demand for anti-wrinkle and skin rejuvenation treatments on the high street.”
Social media listening likely played a key role in their decision, as overall sentiment around the idea looks pretty solid:
Although there are a few skeptics – and jokes. The internet is always good for jokes:
And safety is, of course, an issue as well. Superdrug seems to have thought it all through, as “it won’t be available for walk-ins: customers will have to book via phone, and only after a consultation with a qualified nurse, with prices starting from £99. The treatments will be carried out in a private consultation room, not on the shop floor as with the other beauty services.”
But there are also some pretty grave concerns that Superdrug will want to monitor closely – as its service isn’t only about the service itself, there are watchdog groups to consider. And none are more on top of their game than those who love animals.
Monitoring related social conversation
Offering Botox shots during lunch breaks at the high street drug store in London will attract an audience purely for its novelty, and it will also attract controversy, and not only from animal activists. It’s something that could certainly spin up and lead to protests or other counter-productive PR that hurts more than the addition of the service helps.
It’s something Superdrug will want to monitor closely and potentially speak to in future announcements about the service. Preparing a crisis response plan, just in case, to couldn’t hurt either.
They’ve built some positive PR very recently too though, becoming the first high street UK shop to stock self-testing HIV kits, and could certainly redouble efforts to focus on the good they do and ways they help humanity (to shift the focus from paralyzed mice, that is!).
But that’s undoubtedly just one of many options available to them. By monitoring social sentiment and having regular conversations internally around what they’re seeing shared online, any number of good strategies, involving influencers, partnerships and other offers could be sorted out. The sentiment always tells a story – often a surprising one!
Unexpected demographic traffic
And probably the second-best thing social sentiment offers is insight around finding new segments. Or even if they’re not entirely unexpected, finding one that’s particularly passionate, and that you may have overlooked otherwise, is always an awesome addition to any campaign.
For example, although one would assume Botox predominately attracts women, (and one would be correct in that assumption according to the demographic breakdown) there are plenty of men interested in it as well. And when we hit the 55-64 age range, we see men actually outnumbering women.
Something to pay attention to, for sure – and create offers geared toward these gentlemen.
This brings us to the best thing about social sentiment. Well, it’s actually a toss-up between customer care and heading off a crisis – both of which tie in to competitive intelligence (from gathering it to being aware of what types of valuable intel you’re giving away to those trying to take the top spot in your category). When used in conjunction with a tool able to extract emotion from imagery and emojis, and then fine-tuning that psychographic profile (the attitudes, opinions, and behaviors), social sentiment helps you create a fully dimensional consumer picture for creatives campaigns and next-level crisis and customer care. It’s pretty amazing, if we don’t say so ourselves.
Reach out for a demo of next-level sentiment analysis in action!
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