New era of retail: Watsons integrates online and offline with new ‘Play Glam’ concept store in Hong Kong

The Hong Kong-based health and beauty retailer Watsons operates around 250 stores in Hong Kong and Macau.

The opening of the new store at Tuen Mun Town Plaza coincides with the company’s 15,800^th​ store opening worldwide.

The 4,500sqft Play Glam concept store offers more than over 9,900 products from over 700 health and beauty brands.

This includes new exclusive beauty brands such as Marionnaud Paris and Wet N Wild.

“Watsons actively offers innovative and quality shopping experience to customers, the new concept store integrates retail with technology and beauty products, creating an all-rounded and personalised shopping experience to customers via online and offline model, bringing excitement in a new diversified retail era,”​ said Samuel Lee, managing director of Watsons Hong Kong.

Lee told CosmeticsDesign-Asia​ that the new concept store serves to attract a younger demographic.

“We are capturing more younger customers who pursue fast, personalised and convenient shopping experiences. Watsons is committed to developing our O+O strategy, which is indeed the future trend of the market,”​ said Lee.

Lee said the company believes digital innovation is key to connecting with its younger consumers.

“We have been striving for innovation and positive reform, investing hugely on retail technology TO flexibly integrate technology with retail to achieve O+O innovation. Such digital retail brings excitement to the younger generation,” ​said Lee.

Additionally, the store was designed with millennials and generation Zs in mind, including a LED Runway and lip bar, where customers can try on over 100 lipsticks.

Major attractions

The new store features three major interactive experience zones, including the first local 24/7 Tap & Shop self-service station.

Watsons said Tap & Shop offers more extensive product varieties, complementing the limited stock in stores and offering more options for customers.

Additionally, Lee claimed it can help drive more in-store traffic, further melding the online and offline experience together.

“When customers stay longer in stores through self-pickup, it will also drive offline purchasing at the same time, showing how online and offline services complement each other to provide the best experience for our customers.”​

Watsons said it targeted beauty lovers by equipping the store has a dedicated Make-up Zone, a skin analysis service powered by the Meitukey skin analyser.

This device can diagnose a total of 12 skin problems and provide personalised advice and product recommendations to consumers.

“The professional and comprehensive AI skin analysis at the Meitukey for beauty lovers, bringing our customers unique, enjoyable and smart shopping experience,”​ said Lee.

Additionally, consumers will be able to try the products before purchases in Watsons to optimise their beauty shopping experience, said Watsons.

The store also has a professional team consists of pharmacists, dieticians, Chinese medicine practitioners, wellness coaches, health advisors, beauty and skin consultants in order to give its consumers a full O+O experience.