Loblaw’s drugstore chain, Shoppers Drug Mart, has expanded its online offer, with the launch of additional categories.
Building on an established platform
Having initially been launched as a beauty-led portal, the retailer’s ecommerce service has expanded to include health, personal care, baby and child and electronics categories. The retailer first launched its beauty offer in 2015, with a focus on mass market brands. Two years ago, this was elevated with the addition of prestige brands including products from Dior, Lancôme and Urban Decay.
Further evolution into food
While the retailer’s in-store beauty sales were impacted during the early stages of the crisis, it became an essential destination for personal care and baby products. The expansion of the service to include these categories comes as the ecommerce channel continues to experience strong growth. With a large in-store food offer, this would be a natural next step in the evolution of the retailer’s online range. Many of these products are currently available online through its partnership with Instacart.
Digital sales up 280%
Loblaw’s second quarter results highlighted the strong ecommerce growth it is experiencing, with digital sales up 280% to $1.2bn. This exceeds the $1bn generated through digital in the last full year, the majority of which comes from its food business, PC Express, along with online clothing from Joe Fresh. Within its food business, the retailer has been ramping up capacity, including testing automated micro-fulfillment as part of its partnership with Takeoff Technologies. Although demand has eased since the peak of the crisis, it remains elevated, and the focus over the coming months will be ensuring a robust service through the holiday trading period.
Retail Analysis weekly newsletter