Superdrug is using customer data collected through its Beautycard loyalty scheme to customise its product offering in different store locations.
In an interview in the UK's Retail Week magazine, managing director Joey Wat said: "We've started to build on customer loyalty and started to understand how the customer shops.
"Some customers have certain habits that others don't and so by knowing more about the customer we can put particular products in certain shop locations."
The health and beauty retailer said the data helps it understand which products customers buy at the same time and the products that sell best in certain locations.
This information, it said, will be used to help direct marketing campaigns and promotional offers.
Superdrug's loyalty card was launched in May 2011 and by the end of August four million cards were already in use.