Paul Stafford reflects on exciting Optimo by Superdrug journey and starts Head of Retail Media for Europe role

On Friday of last week, Paul Stafford started a new role as Head of Retail Media for Europe at Superdrug and AS Watson.

He was previously Head of Digital Marketing, Retail Media & Online Brand at the retailer.

In a LInkedIn post, he said: “In this role, I'll continue to manage Superdrug's retail media roll-out and support our European expansion.”

“It's been an exciting journey to get Optimo by Superdrug to where it is today and even more exciting to see where we can get to with Optimo across the AS Watson BU's in the next few years.”

“All I can say is watch this space...Massive thanks to Matt Walburn (Marketing, Online and Customer Director at AS Watson UK - Superdrug & Savers) and Dan Jarvis (Collaboration Director, Group CEO Office & Chief Digital Officer Europe) for their support.”

Watsons

Watsons, the flagship health and beauty brand of AS Watson Group, is investing in opening and upgrading over 2,200 O+O (Offline plus Online) stores across 15 markets in Asia, Europe, and the Middle East.

The company expects to have over 3,800 new and refitted O+O stores by the end of 2024.

Malina Ngai, Group CEO at AS Watson, says: “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 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 $250 million in new store opening 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 portfolio in Asia will provide a more innovative and upgraded experience for our customers.”

Watsons Taiwan, for instance, has transformed its store into an aesthetically pleasing space that is perfect for social media.

The makeup zone features a lipstick shaped makeup table and a circular pink light box on the ceiling.

Additionally, Watsons offers My Colour Studio, where customers can receive seasonal colour analysis which helps them understand their skin tone, eye, and hair colour and find the perfect colour palette for their clothing, makeup, and hair.

Meanwhile, Watsons Malaysia has a variety of experiential zones such as My Beauty, Hair Studio, and Watsons To Go, and has introduced a K-pop Land dedicated to showcasing K-beauty products.

According to a press release: “The vibrant, colourful, and Instagrammable design of this zone attracts young customers, who can enjoy memorable moments with their friends while shopping together.”

Additionally, a Kid's Wonderland has been introduced, providing the opportunity for customers to shop with their children and enjoy quality family time together.

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

"We're committed to continuous expansion and innovation, offering the best O+O customer experience. We will always strive to inspire our 100 million loyal members to Look Good, Do Good, and Feel Great with us."