06_Asia_Customer_Loyalty_PrereadPublication

Singapore strategy in driving customer loyalty Goal: secure and maintain the position as SG #1 Health & Beauty Loyalty Programme Elevate customer lifetime value by prioritising personalised experiences, fostering loyalty and consistently exceeding expectations

Convenience to the customers

Diversifying product categories

Focus on GOBE

Shortening express delivery time from 3 hours to 90 minutes Online expansion to Deliveroo, Redmart, Tiktok Shop Placing orders via store-assistance ie endless aisle Mobile app as the core for Watsons members, connecting offline & online

Focus on expanding viral Cosmetic & Skincare brands, and new range such as aesthetic beauty, pet products to

Prioritise Own Brand + Character range to serve as a key driver for own brand sales

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Attract new customers

Expand Private labels

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Cross and upsell to existing customers

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Increase CLV

Key KPIs: Member GOBE SP%

Key KPIs: Member Sales Growth %, New Members

Key KPIs: O+O Active Member SP%. app downloads, app logins

Personalisation

Turn Silver into Gold

Loyalty Rewards

• Leveraging on young seniors' stronger disposable cash, loyalty and spending habits

Targeted & personalised member campaigns to drive member reengagement, member lifecycle

Addition of GNC loyalty tiers to enhance member rewards

• Strengthen Jubilee Membership & recruit young seniors

Paid subscription model with enhanced benefits to ensure exclusivity

Tailored rewards for mature shoppers, focusing on cost savings and personalised experiences

• Ranging right for Young Seniors

Key KPIs: Members SP%, 3-months URM Active Rate%, New Members

Key KPIs: Member Sales Growth %, New Members

Key KPIs: Overall Member MSP%, Elite MSP%

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