Watsons, the No. 1 health, beauty and wellness retailer in Thailand, has reaffirmed its commitment to making O+O (Offline plus Online) shopping seamless in 2023 by enhancing its network, extending collaborations with partners, and ensuring customers are rewarded whether they shop in-store or online.
Watsons has deployed its O+O platform strategy in every market it’s operating, and Watsons Thailand is tapping into its 14 million strong ecosystem to allow each customer to shop across any channel, anytime, anywhere. In April, Watsons will launch O+O Shopping Promotion (PromoChuem), which is designed to connect offline and online shopping for Watsons Club members. If a Watsons Club member buys online, they will receive a 5% discount when shopping at a Watsons store in the same month. Similarly, if shoppers buy in store first, their online purchase in the same month will also receive a 5% discount.
Pasitt Munkongkuntivong, Managing Director of Watsons Thailand, said, “It’s important that we recognise that the way people shop has changed, and enhancing how we serve our customers both offline and online is key to our success. As O+O platform strategy is our core business model and strategy, this year we will improve our infrastructure, so that we can reach more customers when they want, where they want, while ensuring customers have access to the best products at the best prices every time they make a purchase. Although O+O means we have two channels, we see the same customers buying both offline and online depending on their current need, schedule or location. This means we need to offer the same value to each customer and O+O Shopping Promotion (PromoChuem) rewards our customer who shop on both channels.”
Pasitt continued, “Our customer insights show that there is no cannibalisation of customers’ spending in physical stores. In fact, O+O customers spend 3 times what an instore-only customer spends with us.”
Watsons development of its O+O platform strategy will be supported by improvements to its nationwide infrastructure. In 2023 Watsons plans to open 50 new stores, while a new warehouse facility at Wang Noi, Ayuthaya, will support increased trade at its ecommerce platform.
To further support members and customers, Watsons is continuing to develop its role as the No. 1 health and beauty retailer in Thailand with its own brand products as well as extending collaborations with partners to bring more promotions to customers and support sustainability campaigns. In March, Watsons launched Dermaction Plus Solar Barrier, an own brand derma skincare product to help Thai people protect their skin against the sun. This year Watsons will launch further own brand products for men as well as introducing more Derma skincare products. Watsons will also continue to develop brand partnerships, through promotional and sustainability campaigns throughout the year.
The 8 million Watsons Club members are already able to see the advantages of Watsons O+O platform strategy. Members now benefit from a seamless offline and online shopping experience and get the same price and earn and spend the same points wherever they shop. Also, when shopping Watsons is able to offer members better buying choices by understanding their shopping preferences. Members also benefit by being invited to exclusive events and workshops that fit their lifestyle.
Watsons sustainability efforts focus on Planet, Customers, People and Community. Over 60% of Thais say they have adopted sustainable consumption practices when purchasing products, according to a 2022 survey[1], and Watsons is responding to this changing need by using Post-Consumer Recycled Material (PCR) packaging and using certified FSC* (Forest Stewardship Council) paper while also increasing the number of sustainable choices products for customers. Watsons is increasing the number of sustainable products and currently customers can choose from over 1,800 SKUs as well as being able to refill products and reduce packaging.
“At Watsons we also continue to support Thai people working with Watsons and in the wider community. Our colleagues have benefited by our implementation of equality, diversity and inclusivity guidelines which ensure each person has the opportunity to excel within the company irrespective of their background, their opinions or their beliefs. We also continue our outreach into the community with our ongoing support for over 20 years of the Association for the Promotion of the Status of Women under the Royal Patronage of HRH Princess Soamsawali Krom Muen Suddhanarinatha (APSW) or Emergency Home throughout the year. We continue to collaborate with world-class organisations that give back to society. One example is “Give a Smile” initiative in collaboration with the Operation Smile Foundation which supports cleft lip and palate surgery for children. We collaborate with these projects to demonstrate our commitment to operating irresponsibly to our partners, suppliers and our customers as part of our vision to ‘put a smile on customer’s faces today and tomorrow’ and keep our customers happy every day,” Pasitt concluded.
