AS Watson, the world’s largest international health and beauty retailer, leverages AI solution to deliver O+O (Offline plus Online) customer experience. Its seamless integration of digital technologies with retail experience has been proven to drive customer engagement and ultimately lead to increased conversion and sales.
AI-Powered Skin Advisor Doubles Conversion
AS Watson has introduced a Tech Partner programme to accelerate digital transformation with US$1.6 billion investment since 2012. Within its Tech Partner ecosystem, AS Watson has been working with its Tech Partner Revieve to develop an AI-powered Skin Advisor, which analyses skin conditions to give suitable product recommendations based on biometric data.
Superdrug’s customers in the UK can now take a selfie and answer some simple questions to receive personalised and in-depth skin analysis, as well as a bespoke list of product recommendation on mobile device. Since introduction, Superdrug has seen an over 20% increase in average order value and over 100% improvement in conversion rates. Riding on the success in the UK, the AI Online Skincare Advisor is expected to roll out in Asia in the first half of 2022.
Dan Jarvis, Chief Digital Officer of AS Watson Group (Europe), said, “We’re thrilled to launch the AI Skin Advisor to analyse customers’ skin and suggest products that best match their needs. Leveraging O+O AI solution, we can make the new digital experience personalised, pleasant and effortless to our customers. Our eLab team will continue to utilise the latest retail technology to make shopping across any touch point with our brands - whether digitally or in store - a real pleasure.”
ColourMe Reaches 33 Million Try-ons
In Asia, ColourMe – available in Watsons Hong Kong, Malaysia, Thailand, Taiwan, Singapore, Indonesia Vietnam and the Philippines – uses augmented reality (AR) technology to instantly and virtually show customers how they would appear with different looks, as well as making product recommendations.
Since the pandemic, the function has been upgraded to allow customers wearing face masks to try lipsticks virtually, while a hair colour try-on service has been also launched in Watsons Thailand, Malaysia, Singapore and Taiwan. Offering over 3,000 products, ColourMe virtual try-on service has hit 33 million try-ons since launch, with conversion rate increasing by up to 5 times.
Freda Ng, Chief Digital Officer of AS Watson Group (Asia), explained, “We’re excited about the positive customer feedbacks about ColourMe. AS Watson has recently been named in the Retail Week Tech 100 List, the annual index of technology leaders influencing retail, in recognition of our seamless strategies in offline and online presence. We will continue to develop new solutions that truly put our customers at core of our business, giving them the best possible O+O shopping experience while surprising and delighting them during their shopping journey.”
Try AS Watson O+O AI Solutions:
• Superdrug’s AI-Powered Skin Advisor: https://www.superdrug.com/skin-analysis#
• Watsons’ ColourMe in Watsons App on mobile device: https://bit.ly/wtchkCOLOURME
