It seems like only yesterday, but it was 6 years ago that AS Watson Group launched its pioneering eLab, an in-house digital agency. eLab unites digital specialists from across the globe on a shared mission to accelerate digital transformation, seize emerging O+O (Offline plus Online) opportunities, and drive digital innovation. Now, it’s time to celebrate eLab’s six-year market-leading achievements, delve into its unique culture, and look at what’s coming next.
When eLab was launched in 2015, with offices in Hong Kong, London and Milan, the plan was for it to act as an in-house digital agency, so we could instantly access expertise across areas such as web development, search engine marketing, digital design and analytics.
This was a time when eCommerce was taking off, and AS Watson was determined to be at the forefront of that development, ensuring that we could stay relevant and close to customers while creating synergies and efficiencies within the business.
The world has been transformed since the launch of eLab, and O+O is now at the heart of the AS Watson strategy. eLab initially worked primarily with eCommerce and digital teams, but now is linked to marketing, customer insights and store teams. eLab is now all about O+O, ensuring we’re all ready to connect with customers anytime, anywhere.
Much has changed in the past six years, but one thing hasn’t: intense focus on the customer.
Starting with a blank page has really enabled us to create something special from the ground up, recruiting the very best talent, building strong relationships with customers, and working on some incredible projects. It’s been inspiring, challenging, and lots of fun.
Dan Jarvis
Chief Digital Officer, Europe
eLab has been customer obsessed and contributed to countless projects around the world to improve customers’ shopping experience both offline and online.
It has been working to connect with the customers wherever they are. There is a sharpening focus on creating engaging, interactive experiences, like livestreaming on social media and augmented reality filters. eLab’s product printing service in store allows us to custom-mix cosmetics to thousands of specifications, giving a truly personalised product.
It is also making shopping easier, with best-in-class delivery options and new payment methods. WatsonsGo allows customers to buy in store through the app and avoid queues at the checkout.
There’s also work going on to build awareness of great experiences already on offer, like the skincare analyser, which uses a selfie to recommend the best regimen for each customer, and of course mobile apps from across the company, which are packed full of fantastic features like interactive games, virtual make-up trial and loyalty card offers.
The eLab team has grown to more than 500 talented people in Europe and Asia. As eLab is the company’s innovation hub, it’s been really important to create a fun working environment that’s conducive to generating and exchanging fresh ideas and promotes collaboration and curiosity.
To attract and retain the most able and dynamic people, from office design, to the culture we create in the team, eLab offices have a real agency feel – there’s music playing, an open-plan office layout, breakout areas and hot desks for collaboration, and a casual dress code.
There are also bite-sized training modules and knowledge-sharing, and lots of fun to be had as well. In normal times, there are team events like pizza lunches, cinema nights and quizzes. Happy people make top performers.
It takes a special group of people and a special working environment to come up with the brilliant solutions that come out of eLab. The best results only come when everyone feels completely free to explore and share ideas.
Andrew Ma
eLab Technology Director (Asia)
The challenges brought about by the pandemic have been a masterclass in what the eLab teams can achieve when they unite around a common goal – staying connected with customers.
Agility has been essential, from quickly communicating vital information to customers, to adapting to a surge in online shopping. In 2020, we saw 90% increase in eCommerce sales and eLab has played a pivotal role in this amazing result.
In Asia, eLab pioneered digital queuing for in-demand items, and in Europe showed O+O in action, turning some closed stores into mini-fulfilment hubs for online orders. A booking system was launched to allow shoppers to book a slot to safely shop in store, and the Go Instore service lets customers speak with an in-store advisor from home.
What’s also been important is to fully understand the impact of the pandemic on customers and how to put a smile on their faces by doing things differently.
eLab has been able to crunch huge amounts of data to spot trends early on and react quickly. These early insights enabled the business to create timely content that most suits customer’s needs, such as the hugely popular story “How to cut your hair with clippers at home”.
As the world starts to return to normal, eLab is ready to embrace the upcoming challenges.
Customers’ expectations are on the rise. To meet their needs, we’ve got to be customer obsessed – with an intense focus on customer needs, customers’ ways of communicating, and their way of shopping.
O+O continues to be at the heart of eLab strategy, driving the seamless integration of offline and online platforms and offering truly effortless O+O experiences for customers.
To ensure AS Watson stays at the forefront of retail development, we will continue to invest in the next stage of development for eLab and harness the best technology in order to deliver best-in-class customer experiences and drive O+O customer connectivity.
