Watsons upgrades stores to offer new and exciting experiences for customers in Asia

This post is sponsored by Watsons.

In an era where the customer experience reigns supreme, Watsons, the flagship health and beauty brand of AS Watson Group, has made a bold move to innovate the customer experience across 15 markets in Asia, Europe, and the Middle East.

Driven by rising customer expectations for seamless and enjoyable shopping experiences, Watsons has invested in opening and upgrading over 2,200 O+O (offline plus online) stores across its operating markets. Watsons expects to have over 3,800 new and refitted O+O stores by the end of 2024.

Apart from offering engaging customer experiences in physical stores, Watsons is leveraging its O+O strategy by driving impact in Asia with digital engagement.

This model has proven successful with Watsons emerging as the overall brand HashMaster at MARKETING-INTERACTIVE’s Hashtag Asia Awards, solidifying its leading position in Asian social media. Watsons successfully executed exceptional campaigns and influencer management initiatives to earn 12 trophies.

These initiatives have all enhanced the seamless integration of offline and online shopping experiences, providing customers with a holistic retail journey.

According to Malina Ngai, group CEO of AS Watson: “As the leading health and beauty retailer in Asia, we're committed to offering our customers the highest quality range of products at great value, as well as providing them with a very pleasant shopping experience.

“We constantly hear from our customers about where we can improve, and we work closely with key brands to improve the category-specific experience. Watsons has been at the forefront of revolutionising the in-store environment for customers, and over these two years, we are investing US$250 million in new store openings and upgrading existing stores across our 15 operating markets.

“We are opening over 1,200 new stores in 2023-24 and investing in refitting approximately 4,800 stores in the same period. This means 75% of the store portfolios in Asia will provide a more innovative and upgraded experience for our customers.”

Redefining the beauty experience

Watsons’ transformation is not just about expanding its footprint; it's about redefining the retail experience altogether. In Watsons China, the brand has introduced the captivating Watsons Pink, where the entire store design revolves around a soothing pink colour scheme. This creates a particularly appealing ambiance that caters to the preferences of young customers.

But the Watsons Pink stores offer more than just aesthetics – they now also provide spa services, allowing customers to indulge in pampering while they shop.

The Watsons Pink shopping experience.

Watsons China has also introduced the beauty playground zone, a dedicated space where customers can explore the world of make-up, receive advice from on-hand make-up artists, and experiment with various colour cosmetics to find their perfect look.

Watsons China – the Shanghai Pudong Century Link Plaza store.

Watsons Taiwan has transformed its stores into aesthetically pleasing spaces that are perfect for social media. The stylish make-up zone features a lipstick-shaped make-up table and a circular pink light box on the ceiling, creating an Instagram-worthy ambiance. Customers can also take advantage of the 'My Colour Studio', where they can receive seasonal colour analysis to discover the perfect palette for their clothing, make-up, and hair.

Watsons Taiwan – The Tun Lin store.

Watsons Malaysia has taken the shopping experience to new heights, introducing new zones that blend entertainment and discovery. Alongside the established 'My Beauty and Hair Studio' areas, the brand has unveiled a vibrant K-pop land showcasing the latest K-beauty trends. Additionally, the delightful 'Kid's Wonderland' provides a perfect opportunity for families to shop and bond.

All these thoughtful enhancements demonstrate Watsons' dedication to crafting comprehensive and immersive retail spaces that address and anticipate the changing preferences of today's customers.

Watsons Malaysia – The Exchange TRX.

Unleashing a professional health experience

In order to address the burgeoning appetite for holistic health solutions, Watsons Hong Kong has reimagined its flagship store. The centrepiece of this transformation is the innovative HealthQ health decoding station which serves as a nexus of personalised wellness, where customers can embark on bespoke health journeys.

This station features pharmacists, Chinese medicine practitioners, and nutritionists who provide personalised health consultations, vaccinations, and health assessments to help customers stay healthy.

Watsons Hong Kong – The Yun Ping store.

Watsons Thailand has unveiled a revolutionary health experience, marrying sleek design with an extensive range of wellness products. To provide customers with personalised and professional advice, a private health consultation room has been introduced, where pharmacists can tailor their recommendations to individual needs.

Watsons Thailand – The Emsphere Store.

“Watsons understands that simply providing the best products is no longer sufficient to meet the needs of our customers,” Ngai said.

“We’re committed to continuous expansion and innovation, offering the best O+O customer experience. Watsons will always strive to inspire our 100 million loyal members to look good, do good, and feel great with us.”