A.S. Watson Group yesterday announced the rebranding of its 212-store retail network in Ukraine from DC to Watsons.
Watsons is one of the world’s leading names in health and beauty retail currently with 2,200 stores in 11 markets, and from 10 March onwards it will be bringing its promise of quality products, great value and superior customer service to consumers in Ukraine.
The rebranding decision follows a successful expansion of DC in the market since A.S. Watson Group acquired the business in 2006, and will bring three main benefits to Ukrainian customers: 1) new space organisation to give a more rewarding and convenient shopping experience, 2) expansion of product assortment through international sourcing to bring more high quality products at great value; and3) Watsons Club to be replacing the DC Club discount scheme in Ukraine, giving shoppers better value on items that appeal most to them.
"We have been listening to what Ukrainian customers want. They told us they would like more choice of products at great value, and an aspirational shopping environment. This is why we decided to bring the international Watsons brand to Ukraine, not only to provide a contemporary one-stop-shop health and beauty shopping experience, but also to bring more exclusive international products imported worldwide especially from Western Europe," said A.S. Watson Group Managing Director Dominic Lai, in Kiev for the rebranding announcement.
“This is more than just a change of name,” said Mr Lai. “It signals the start of an evolutionary shift in the way people shop for health and beauty products, and it is great news for customers. We will be investing in more stores to provide convenience to more customers, introducing more international products, and improving what we offer based on a deep understanding of what consumers want.
“Our central strategy is, to think global and yet act local. We will introduce then international standards and practices of sourcing, quality and efficiency while tailoring the shopping experience to customers' specific needs locally.”
Watsons is highly regarded by international consumers, in a large part, due to Watsons’ market leading loyalty programme. The programme tailors bonuses, exclusive offers and great value to serve individual customers’ needs and preferences. Watsons Club will replace the DC Club discount scheme from April, giving shoppers better value on the items that most appeal to them.
A.S. Watson Group has had a controlling interest in DC Ukraine since 2006, and since then has invested US$13 million in expanding the DC network, building its IT infrastructure and improving its warehouse capabilities. The chain has grown from 112 stores to 212 during that time, while continuous work is being done to improve the store environment and customer experience. A.S. Watson bought the remaining shares in DC Ukraine in late 2010, and the rebranding of the wholly-owned network with its flagship global brand becomes the logical next step.
A.S. Watson has a bold plan for expansion in Ukraine, with 60 new Watsons stores set to open across the country this year alone, and to further invest US$37 million to reach 500 stores within five years.
Please visit www.aswatson.com for more in-depth information about A.S. Watson Group and its brands.
*Media/TNS Asia's Top 1,000 Brands Survey 2010 of over 3,000 Asian respondents
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