Watsons Singapore crowned Health & Beauty Retailer of the Year for the 5th consecutive year

Retail Asia Awards 2025 honours Watsons’ excellence, innovation, and impact.

Watsons Singapore has once again earned the top honour at the Retail Asia Awards 2025, winning Health & Beauty Retailer of the Year - Singapore for an unprecedented fifth consecutive year. This remarkable achievement underscores Watsons’ unwavering leadership in modern retail — defined by operational excellence, customer-centric strategies, innovation, and a strong commitment to sustainability and community impact.

‘5-time winner, 1 seamless experience: Online + Offline’

Excellence through adversity

In a year marked by uncertainty — from rising operating costs and shifting consumer behaviour to increased cross-border competition — Watsons Singapore not only navigated the challenges, but also outperformed expectations.

It was the only health and beauty retailer in its category to grow its Brand Equity Index (BEI), topping the charts in the online business space as well. This growth reflects the company’s agility and ability to turn market headwinds into opportunities for deeper customer engagement and smarter business execution.

“This recognition is a testament to our team's resilience, adaptability, and laser focus on what truly matters — our customers,” said Watsons Singapore.

Relentless focus on operational excellence

Watsons’ continued success stems from a business model built on discipline, efficiency, and innovation. Whether adapting its store footprint, optimising inventory management, or streamlining supply chains, Watsons has embedded operational excellence into its DNA.

The company’s ability to consistently deliver results — both online and offline — has allowed it to stay ahead in an increasingly competitive landscape. With refined store formats, digitised backend systems, and an agile approach to merchandising, Watsons has elevated both customer experience and business productivity.

Putting the customer at the centre

At the heart of Watsons’ strategy lies a clear priority: the customer. In 2024, Watsons deepened its focus on customer relationship management through personalised and automated CRM campaigns that drove both engagement and loyalty. Leveraging customer insights, these data-driven campaigns enabled Watsons to deliver timely, relevant offers whilst building deeper emotional connections.

The relaunch of its flagship Takashimaya store into a multi-sensory experience under the #WatsonYourMind concept further reflects its belief in creating immersive, customer-first environments. Post-renovation, sales at the location rose by more than 10%, showing the power of customer experience innovation.

Sustainable growth with purpose

Watsons also continued to lead with purpose, embedding sustainability into its growth story. In 2024, the company expanded its plastic recycling kiosk programme to 54 stores, introduced reusable bags in collaboration with WWF, and rolled out electric vehicle trials as part of its green logistics efforts.

From Kallang River clean-up initiatives to energy-saving motion sensors across its operations, Watsons reaffirmed that responsible retailing is not just an initiative, but a mindset.

“To stay in the lead globally, our commitment to sustainability and community impact must remain as strong as our commitment to performance,” said the company.

Watsons’ Walk-In Order service sets a new standard in omnichannel retail

Alongside its flagship award, Watsons was also named O2O Customer Experience of the Year -  Singapore for the second consecutive year — a recognition of its pioneering work in blending online and offline retail through its Walk-In Order service.

Launched in 76 stores across the island, the service allows customers to browse the full Watsons product catalogue from any physical store, place digital orders on the spot, and choose home delivery or in-store pickup — offering unmatched flexibility and access.

Retail innovation with a human touch

Watsons’ O+O strategy (Offline + Online), as part of the global AS Watson framework, is more than just a digital transformation initiative. It is rooted in a deep understanding that technology must enhance human connection, not replace it.

The Walk-In Order service addresses key retail challenges in Singapore, such as space constraints and high rental costs, allowing every store to act as a mini e-distribution hub. This drives operational efficiency, reduces overstock situations, and increases the breadth of products available to shoppers at every location.

Driving engagement and conversion

Early results speak for themselves. The Walk-In Order initiative has driven increased sales participation, with order values exceeding traditional offline purchases — a clear indicator of how the service adds both convenience and value to the shopping experience.

Supported by trained store staff, the service ensures that even in smaller retail formats, Watsons customers enjoy personalised assistance and access to Watsons’ full range — blending the strengths of physical touchpoints with the power of digital retail.

A future shaped by purpose, powered by innovation

These dual recognitions at the Retail Asia Awards reflect more than just another successful year — they affirm Watsons Singapore’s role as a forward-thinking, community-conscious leader in modern retail. With every initiative, the brand continues to push boundaries, guided by one unwavering mission: to help customers feel good, look good, and do good — every day, everywhere.

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 2026 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].