- Reinforce position as No.1 health and beauty retailer in Thailand
- Emphasize on 'consumer focus' supported by interactive marketing programs
- Invest Bt 100 million on IT systems to improve business efficiency, and introduce Watsons Thailand user-friendly website www.watsons.co.th
- Launch new 'Retail Academy' employee training program to further enhance customer service skills
- Focus on Watsons' own label products' contribution to overall positive growth
Bangkok (27 March 2008)
Watsons, Thailand's No. 1 health and beauty retailer sustained positive growth in the past year focusing on the growth of their own label products, as well as consumer-driven innovations and interactive consumer activities. New store openings increased Watsons' presence in Thailand as the company further invested in employee customer service training initiatives to strengthen business fundamentals.
This was the main message from Watsons today, as Mr. Toby Anderson, General Manager of Central Watson Co., Ltd, shared an overview of the company's progress.
"Watsons has enjoyed another year of continued success by understanding what our consumers want and by meeting their needs… As the No. 1 health and beauty retailer in Thailand, we are committed to offering top quality products which are combined with our high standard of customer service providing excellent value to every customer," said Mr. Anderson.
"Watsons focuses on understanding what Thai consumers want, and we are delivering it accordingly," said Mr. Anderson. "In 2008, Watsons continues to do more researches regarding consumer behaviors in order to understand their needs and able to serve them right. We also offer a variety of interactive marketing programs to get in touch with our customers and to hear their needs."
One of the most successful customer programs, started last year is 'Watsons Good Heart Smart Health.' This series of health-oriented activities in public parks encourage Thai people to participate in many free-of-charge health activities in order to improve their good health. Another successful program is 'YOU AWARDS', an interactive online contest that allows members of public to vote for contestants in one of six categories such as 'friendly face' and 'engaging eyes.' YOU AWARDS encourages people to have a positive self-image and promote the importance of inner beauty. By the time the contest concluded on March 19th, viewers cast more than 190,000 votes on the Watsons' YOU AWARDS website for the 30 contestants.
To give back to the community in which it is doing business, Watsons works closely with the Association for the Promotion of the Status of Women (APSW) under the Royal Patronage of HRH Princess Soamsawali, setting up donation boxes at all Watsons stores nationwide. In 2007, Watsons gathered a total of Bt 1 million for APSW.
The 145 stores nationwide will continue to benefit from Watsons Bt 100 million investment in IT and merchandising systems to improve efficiency as well as the introduction of Watsons Thailand's user friendly website. As Mr. Anderson explained, "Watsons continues to invest more on systems that strengthen our core business. We want to offer customers the benefit of added value in their daily lives. Definitely, its new website can be a new communication channel that we provide us with a stronger relationship with our customers."
The new Watsons Thailand's website aims to bring Watsons closer to Thai customers with updated health activity calendar, useful health information and beauty tips.
Watsons' People Development
Of all the factors contributing to Watsons' success in Thailand, Mr. Anderson cites the growth and development of its people as being critical for sustainable growth. In 2007 Watsons invested Bt 5 million in training and developing its people in all facets of the business, especially front-line employees as they have direct interaction with the customers.
In 2007, Watsons launched 'Retail Academy', a training program that aims to continue to increase its standard of customer service. "Retail Academy aims to equip our front-line employees with the best customer service skills. Retail Academy is a self-learning tool that consisting of 5 modules, such as product knowledge and selling techniques, to train existing and newly hired employees to develop a service mentality that fits Watsons' high standard of service. The management team, including myself, is required to pass this program. For us, employee development never stops. We offer a variety of courses for employees to be better able to exceed the customer expectations, and to build stronger and more customer-focused teams," said Mr. Anderson.
"Our high standards for providing excellent customer service are a fundamental part of what makes Watsons the No. 1 health and beauty retailer in Thailand," said Mr. Anderson.
A Look Ahead: Continued Success
The plan for a successful business growth is shown by the amount of business investment. In 2008, Watsons plans to invest over Bt 100 million to open and to refresh Watsons' stores in Bangkok and other provinces. This investment aims to increase Watsons' presence nationwide.
Watsons' own label brands are also a significant contribution to Watsons' business growth. In 2007, the company launched its own label brand with a total over 200 products. Some of the most famous products are Watsons Water 360 Degree Facial skincare launched in November 2007, and Watsons Bird's Nest Essence Facial Mask launched in February 2008. The two products continue their strong growth with positive feedback from customers. In 2008, Watsons plans to launch approximately a further 150 products under its own or private label brands, focused especially on Bath, Body and Hair categories.
"In 2008, Watsons continues to embrace all key factors that drive positive growth," said Mr. Anderson. "We never stop offering customers new product innovations and marketing initiatives to address their needs. We have become stronger in our own label brand products than ever before. We focus on the implementation of consumer-focused interactive marketing programs and we continue to reach out to customers. New business investment will increase our relevance to them. At the same time, we continue to focus on training our employees so they provide customers with the best service experience."
"We want all customers to think about Watsons first when they think about health and beauty," Mr. Anderson concluded.
