FASHION | Staff Reporter, Japan

A.S. Watson looks to expand e-commerce platform

The company observed that online shopping is now being gamified via livestreaming.

A.S. Watson Group is looking to expand its e-commerce platform, including its mobile app, from its 100 ecommerce sites in 27 markets globally, IGD reported.

The company observed a surge in online shopping in 2020. “Retailers can benefit from the O+O model as it drives higher sales conversion and a stronger base of loyal customers,” Watsons International’s chief digital officer Freda Ng commented.

Along with this, online shopping is now being gamified as customers build an emotional connection with the livestreaming host and enjoy the experience so they can be converted to buying the products being advertised A.S. Watson said.

In addition, shoppers were being drawn in to brands that address their own unique needs. With AI, they are now able to receive personalised offers and tailored recommendations. Through augmented reality, shoppers are also able to try products virtually and receive personalised advice from sales associates online, the company found.

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