Watsons China's O+O Digital Ecosystem Meets Customer Needs and Builds Stronger Relationships

With 60 million users on its mini programme (Watsons MyStore), Watsons integrates its O+O (Offline plus Online) platforms and provides customers with a seamless shopping experience.

Retailers are facing a significant challenge in the highly competitive Mainland Chinese market, where customer demands for beauty and wellness are constantly evolving. Understanding these demands in-depth and providing satisfactory experiences has become crucial for retailers.

To address this challenge, Watsons China has developed a full ecological coverage O+O retail model that integrates multiple touchpoints such as stores, mini-programmes, WeChat Channel, and Own Media to tap into "incremental" users. 

Asia's leading health and beauty retailer believes that retail in today’s world isn’t just about the products - it is about the interaction between people, experiences, and relationships. The platform is a technology-driven ecosystem that relies on digitalisation and artificial intelligence, not limited to physical stores but also includes online platforms.

With the O+O model, Watsons has been able to connect its physical stores with its online platform, allowing users to experience products, services, and shopping on different platforms anytime, anywhere.

Through the deep integration of offline experience and online efficiency, they are continuously attracted to Watsons’ O+O platforms that enable brands to understand customers better, reach them better, and serve them better. Watsons' O+O users spend 3.1 times more than pure offline users, and customers who add Enterprise WeChat spend three times more frequently than those who do not add Enterprise WeChat.

To further enhance customer relationships, Watsons' Private Domain Operation Center (PDOC) is a customer-centric operation by suppliers, helping to improve brand effectiveness in customer reach, engagement, and sales based on brand characteristics. It also enables brands to set up in-depth communication with customers through different touchpoints and scenarios to build long-term customer relationships.

Overall, Watsons has over 200 million loyal beauty and personal care users, covering over 90% of urban women aged 18 to 45 in China. With its innovative O+O digital ecosystem, Watsons has been able to deeply understand users' needs and satisfy their experience, ultimately building a deeper relationship with customers.

As a result of its efforts, Watsons China has been recognised with the Health & Beauty Retailer of the Year - China award at the Retail Asia Awards 2023. 

Now in its 18th year, the awards programme recognises retailers that can navigate their way through industry challenges such as the ever-changing customer demand and e-commerce boom whilst delivering exceptional value to customers and maintaining healthy revenues.

Watsons said they will continue to focus on the O+O retail model and lead the industry in digital transformation, which ultimately brings customers a better shopping experience.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's exceptional products or initiatives in the retail industry, please contact Jane Patiag at [email protected].