Supplements from GNC and Watsons’ in-house brand could be found in 12 Shell petrol stations across Singapore at the moment, with more locations to be added.
They include popular items such as vitamin C, fish oil, and other foundational supplements. The retailer said it would monitor consumer response and may expand the assortment in the future to cater to evolving needs.
“By partnering with Shell in a first-of-its-kind collaboration with Watsons Lite, we are raising the bar on everyday convenience while staying true to Watsons’ care-led purpose. This collaboration is a strategic step forward in serving Singapore consumers with relevant and accessible solutions for their everyday needs,” said Irene Lau, managing director of Watsons Singapore and New Markets Watsons International.
Aside from supplements, the stores also feature daily essentials and over-the-counter medicines to meet everyday consumer demand and urgent minor health needs.
According to Shell, Singapore consumers increasingly value the overall retail experience, which is especially so for electric vehicle drivers, who often look for more than a quick charge as they need to spend longer periods at charging locations.
These shifts point to a broader change in retail, where relevance and a well-designed customer experience play a greater role.
As such, aside from Watsons, Shell is also partnering home and lifestyle brand HOOGA, selling curated lifestyle and car scent products, as well as wine marketplace Vivino in its new retail model.
“Customers today want simple, useful stops that fit naturally into their day, whether it’s grabbing a snack, picking up daily essentials or finding a small gift for gatherings on the go,” said Doong Shiwen, general manager of Shell Mobility and Convenience Singapore.
To reach new consumer groups
Known as Watsons Lite, this retail concept is said to be a strategic move for Watsons to reach new consumer segments through innovative retail partnerships.
This is also the first-ever Watsons Lite format globally.
“The initiative grew from Watsons’ ongoing efforts to explore new avenues for accessibility, combined with Shell’s search for a retail partner to enhance its convenience store offerings,” said a Watsons spokesperson.
“Watsons Lite is designed to complement the existing Shell experience by offering a curated selection of health, beauty, wellness, and daily essentials. By bringing these products directly to where consumers already are, Watsons Lite not only enhances convenience but also reinforces Watsons’ commitment to making health and beauty accessible to all.”
Moving forward, there are plans to introduce this retail model to different channels, which could include lifestyle retailers, sports, fitness and telecommunication providers.
Elsewhere in South Korea, there is also an emerging trend of nutraceutical companies selling their products in budget chain store Daiso or convenience stores.
One example is Daewoong Pharmaceutical, which launched 26 products - including multivitamins and minerals, milk thistle, lutein and calcium under its Dr.Bear brand - at Daiso stores across the country last February.
Another example is CKD Healthcare, which sells probiotics and lutein zeaxanthin across Daiso outlets. The move is to cater to the prevailing trend of self-care by providing affordable supplements to consumers.
