Swarovski wins three major awards at the Retail Asia Awards 2023

It showcased the brand's commitment to creating an elevated, exclusive, and tailored omnichannel experience for its customers.

Swarovski, the world-renowned crystal jewellery and accessories brand, snapped up three awards at the prestigious Asia Retail Awards 2023. The three awards won by the brand are the "Omnichannel Strategy of the Year Award" in Malaysia and Thailand and the "Store Design of the Year (Small)" in Singapore. 

Swarovski believes the Customer is Queen, and its innovative and effective approach toward customer engagement through an omnichannel strategy has been recognised in Malaysia and Thailand.

In Malaysia, Swarovski won the Omnichannel Strategy of the Year Award for its live-selling collaborations with local platforms which play a pivotal role in ensuring the brand is locally relevantThe brand leveraged the popularity of established online platforms such as Onnimart and Bawal Exclusive to tap into a new customer base through live-selling sessions.

By offering exclusive bundles during key consumer periods such as Ramadan, Mother's Day, and 12.12, Swarovski achieved a strong ROI and recruited new customers. The brand believes in being responsive to how and where customers wish to shop, resulting in strong sales during the live-stream sessions. This approach saw an impressive ROI of 3.5 times for each session and a +441% VPT on exclusive bundle deals versus the average.

Swarovski was also awarded the Omnichannel Strategy of the Year Award in Thailand for its LINE MyShop service. The brand launched LINE MyShop in the first quarter of 2020, which allowed customers to shop for Swarovski products conveniently on the LINE app.

The virtual personal shopping experience offering LINE video concierge and next-day delivery, coupled with personal gift-wrapping, increased conversion significantly. During Mother's Day 2021. Swarovski also generated LINE ads that delivered 2.4 million impressions, exceeding its planned target by +60%.

Swarovski launched LINE 'Sparkling Lady' stickers, which helped to increase local relevancy and awareness in the LINE community, resulting in a total of 2 million friends on the app. And they have continued to engage with this new audience driving them to their newly available Swarovski.com website in Thailand which launched in Nov 2022. 

Swarovski is also committed to building ‘luxury at scale’ with the rollout of its new retail landscape which was recognised in Singapore, where the brand won the "Store Design of the Year" award.

The concept behind the store design is to create a spectacle that goes beyond products, offering an invitation for customers to express themselves through Swarovski's Universe of Facets. The new retail landscape is built around an environment and style statement with a longer-term purpose, aiming to create a deeper relationship with the brand. 

The store's design elements are a tribute to Swarovski's heritage, including the brand's iconic octagon shape and the use of soft textures like velvet, saffiano, or silk, which create visually appealing displays that add a touch of luxury and elegance to the merchandising.

The store's design features include an LED swan, which reinforces the brand's image and identity, and window boxes in an octagon shape, using luxurious materials to enhance the visual appeal of the retail space and attract customers. 

The store's unique design has achieved significant success since its opening, with an 8% increase in sales compared to its target until February.

Swarovski's success is not limited to sales alone. The store has also achieved significant media and influencer clippings and coverage, with a total reach of 2,149,033 across 42 media and influencer posts and stories, resulting in a total PR value of $408,000.

Additionally, the store has achieved paid influencer social media coverage with influencers such as Chantalle Ng and Calista Cuaca, who have a combined following of over 492,000.


The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's exceptional products or initiatives in the retail industry, please contact Jane Patiag at [email protected].

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