A.S. Watson Group steps up omnichannel loyalty push

With 12 brands in 24 markets and over 130 million loyalty members, A.S. Watson Group is the world's largest health and beauty retail group.

“With a loyalty programme, we are able to stay in close touch with customers, understand how they shop in our stores and online; and we design our offers, our stores, our mobile apps, our websites, our social media messaging accordingly,” says Malina Ngai, Group Chief Operating Officer at A.S. Watson Group, whose brands include Superdrug, Watsons and The Perfume Shop. “Through customer insights derived from data analysis, it allows us to optimise our omnichannel retail strategy, serving our customers whenever and wherever they want and providing personalised offers and promotions to them.”

Analysis of the existing CRM programme showed that its customers were looking for brand relationships and experiences. A.S. Watson Group has, therefore, this year launched VIP Programme around the globe which rewards its most loyal customers with exclusive experiences. “The feedback from VIPs so far is very positive,” says Ngai.

“They told us that they stay with a retail brand not only because of promotion and pricing, but also the differentiation in total experience, from store design to service, product ranges and digital experience. Focusing on our best customers is not just about increasing sales; it goes far deeper than that. It’s about intensifying our relationship with them, fostering their emotional attachment and promoting brand advocacy.”