Health and beauty retailer Watsons Thailand says it aims to open as many stores this year as it did last year.

It exceeded its target of 50 new stores last year with 55 openings, taking its total to 425 outlets, and yesterday revealed plans to open a further 50  to 55 stores by the end of this year.

Watsons says its expansion will be well balanced between Bangkok and upcountry.

Its investment budget also allows for “substantial” spending on store refits, e-commerce development, digital communication and own-brand product development.

Also, the company says it is continuing with such proven growth drivers as product innovation and its customer loyalty program.

Double-digit sales growth has been achieved from many factors including product innovation, sales promotions, increased accessibility and more exclusive customer activities, says Watsons Thailand MD Rod Routley.

With a growing trend toward digital communication and e-commerce, the company will continue to focus on these factors to ensure relevancy for customers.

Routley says Watsons’ e-store has been well received, and its mobile app has dramatically improved customer experience.