Sphere
#36
2014
27
>>
and improve profits. With over 80 million
members in its CRM programme globally
and more than 1.6 million visitors on its
digital platforms worldwide, the retail
group has the data. Now it is thinking big.
From data to information
Once they join the membership
programme, a customer’s purchase history
will be stored and studied in aggregate.
Information like the frequency of purchase
and shopping patterns will be harnessed
to make customer-centric decisions on
product range, promotion offers and
store space. Suppliers and retail brands
can also develop new product trials for
targeted loyal customers and personalise
communications with customers by
offering tailor-made sales offers.
Being the largest international health and
beauty retailer in Asia and Europe – with
10,800 stores in 25 markets – the data
collected by ASW is not just big, it’s of
astronomical proportions. “We have an
average of 27 million customers shopping
with ASW every week. In addition to the
in-store experience, we have embraced
all aspects of customer touchpoints,
from member experience to social media,
mobile apps and e-commerce, to enable
us to serve our customers 360 degrees,”
says Dominic Lai, Group Managing
Director of ASW.
Elevating the
shopping experience
The deployment of big data is merely
the latest reinforcement of the retail
group’s new CRM programmes that
began in 2012. The advancement of
technology has been transforming
traditional retail businesses and has
seen the group shift its focus beyond
physical stores to technology platforms.
Already, ASW is experiencing
phenomenal growth in its e-commerce
sector. In Taiwan, Watsons cooperates
with Yahoo! and achieved 100 per cent
growth in online sales in 2013. In the UK,
ASW operates the second largest beauty
and health retailer, Superdrug. Its online
sales grew by over 50 per cent in 2013.
“On average, our customers
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Mr Dominic Lai,
Group Managing Director of ASW
“The key to ASW’s Customer
360 strategy is to be customer-
centric.”
shoppers every week
27
million
in overall productivity
Big Data:
49
%
ASW
