Watsons earmarks Bt300m for new stores, renovations

“Our performance in 2011 was of great satisfaction,” Toby Anderson, managing director of Central Watsons, said yesterday.

“We grew in many of our product categories, especially in cosmetics, health and fitness, and skincare, with sales growth of 20, 16 and 11 per cent respectively, resulting from strategic merchandising that focused on innovation, marketing activities and CRM [customer relationship management]. Store openings in both Bangkok and other areas across the country also reflected our success. 

“In the past year, we have opened 42 stores across the nation and have recruited more than 300 new positions. Apart from focusing on marketing and business strategies, we also hold training sessions to enhance the competitiveness and efficiency of our staff. This is because we believe that human resources are one of the most important factors that help lead the company to its success.

“Looking ahead in 2012, Watsons will continue our strategies to strengthen our position in the health and beauty retail business in Thailand with highest sales and stores,” he said.

As it adds new stores, the company will hire 500 staff.

The company has a track record of the highest sales in its segment for seven straight years.

Watsons’ membership card is another key driver of its achievement, Anderson said.

“Since its launch in 2009, the Watsons member card received great feedback from its customers. The company is now serving more than 900,000 members, which is a 28-per-cent increase from those in 2011, and we expect to garner over 1.2 million members by the end of this year.

“The company will continue to focus on initiating a series of CRM activities for its members. The massive member database together with regular research allow the company to personalise promotions and activities that answer the real needs of its customers and offer them great value.

“Online communication channels such as Watsons Thailand’s Facebook fanpage also provide us a way to understand the different lifestyles of customers deeply. 

“Together with huge support from suppliers, the company is able to provide products and services that not only meet the needs of customers but even exceed their expectations.

“Another area of success was the products under Watsons’ own brand that have been introduced to the market and are enjoying excellent feedback. At present, we have more than 700 SKUs [stock-keeping units] under Watsons’ own brand, with facial, hair and body being the most popular categories, with overall sales growth of 10-15 per cent in 2011. 

“This year, we anticipate growth of 15-20 per cent from these categories,” Anderson said.