Superdrug and The Perfume Store Set for Ecommerce Investment Boost

AS Watson, owner of Superdrug, is investing £37m to raise the bar on its digital strategy and ecommerce appeal - this includes the launch of a new 'eLab' comprised of a team of 80 digital specialists to spearhead innovation and progress.

Team eLab will be spread throughout four of Superdrug's main markets - the UK, Italy, Hong Kong and China. Operating at a group level, they will work with country-specific digital marketing and ecommerce teams to advising on their brands, which include Superdrug and The Perfume Store in the UK.

They will also be tasked with the development and maintenance of the company's technology infrastructure throughout the 25 markets where AS Watson operates, spanning its website, mobile apps and digital loyalty programmes.

UK consumers will soon see a mobile-optimised upgrade to Superdrug's ecommerce store, with further plans to make the site more engaging.

AS Watson's Chief Operating Officer, Malina Ngai, has explained that the aim of their major investment is to accelerate ecommerce growth - the company hopes to achieve a 50% year-on-year increase in digital sales, plus 5% of its total sales coming from ecommerce within the next 18 months.

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