A.S. Watson eLab picks mobile solution partner

As a strategic move to accelerate the enhancement of mobile engagement with customers, A.S. Watson Group (ASW) eLab has appointed Mtel as its Asia mobile solution partner for the next three years. In 2016, MTel will deliver nine mobile apps for ASW eLab in Asia. Operating in 25 markets worldwide, A.S. Watson Group is one of the largest international health and beauty retailers in Asia and Europe. This appointment would make the digital solution agency a strategic partner of ASW’s customer-centric retailing approach.Since 2014, ASW invested US$60 million in the establishment and development of its technology platform to drive customer relationship management and digital experience for its retail shoppers. The Group now has over 105 million loyalty members, seven e-stores in Asia and eight e-stores in Europe. The new addition of Mtel as its extended mobile arm will help to accelerate the implementation of ASW’s digital strategy. This appointment focuses Asia, covering retail brands including Watsons, PARKnSHOP, FORTRESS and Watson’s Wine. Malina Ngai, JP, chief operating officer of A.S. Watson Group said: “Our global web traffic has increased by 98% last year to over 568 million, and 40% of the traffic is from mobile. It is of utmost importance that we accelerate to enhance the mobile experience for our shoppers. "In Asia, the Watsons brand in particular is the most trusted health and beauty retailer brand, and our core customer groups across the region are increasingly mobile savvy. "I believe that Mtel expertise can support us to stay relevant to our customers and further strengthen our relationship with them. The 9 mobile apps that we are building this year will all have mCommerce function and also allow customer to carry mobile loyalty card.”Willy Wong, CEO of Mtel added: “While many companies look at mobile app development as a project, it is evolving into a strategic tool for consumer brands to engage its customers. "I am pleased to create a long-term partnership with a successful international retailer like A.S. Watson who sees mobile as more than a one-off project. Our initial scope is in Asia and I am confident that we will help A.S. Watson to make a difference in the role mobile plays in their business.”