Health-and-beauty store chain Central Watson plans to spend about THB100 million (US$3 million) this year on a “brand refreshment” as part of celebrating its 21st anniversary in Thailand.
It aims to modernise the stores with colourful formats as well as streamline its online shopping platform.
Part of the budget will go toward increasing digitised communication with customers, enhancing the e-commerce platform and introducing mobile apps, says MD Rod Routley.
He says Watson customers who use multiple screens to connect with the company are starting to outnumber customers who are not digitally connected.
Home delivery for online buyers tripled in growth last year, says Routley.
The facelift for all formats is aimed at improving customer experience and boosting access both online and at retail outlets.
Watson will also invest in promotion through advertising in a range of media, including out-of-home ads.
The budget is part of the total THB500 million Watson has earmarked for business expansion this year, which is to be geared toward opening stores, developing e-commerce and investing in its own brand development.
Central Watson has 430 stores nationwide, and the investment is expected to boost this to 467 by year-end.