Tuesday 16 September 2014

Superdrug: the super hurdles to super online... Why anything less can’t hack it

Marketing Week reports that A.S. Watson is launching an innovation lab to improve its digital strategy and accelerate ecommerce growth as part of a £37m investment.

Called eLab, the new unit will drive its online strategy globally. The team will comprise of 80 digital specialists based out of mainland China, Hong Kong, Milan and London.

The group-level unit will advise A.S. Watson’s brand teams on strategies related to digital marketing and e-commerce, across all its categories. It will also maintain a platform which will serve as the backbone of its online outlets in the various country markets.

However, before NAMs decide to leap aboard, it might be worth checking out how the company measures against the Amazonian hurdle rates that have to be a basic online requirement:
- 1-Click ordering
- No-quibble returns as easy as ordering
- Delivery: the three-step basics: Anticipatory shipping, Near-home collection, Geographical penetration

All else is detail…

See the three KPIs in practice here

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