Success story

AS Watson Benelux

In 2022, AS Watson Health & Beauty Benelux started looking for a partner to support the large-scale digitalisation of its outbound transport operation, they found the right fit in Simacan. Since then, the company has been using the Simacan platform to gain real-time transport visibility, streamline communication and create a more efficient delivery process, all essential elements in a supply chain where flexibility and speed are key.

Market leader in health & beauty with well-known (Dutch) store chains like Kruidvat, Trekpleister and Prijsmepper
Over 1,500 stores in the Netherlands and Belgium, restocked daily
Operates with multiple logistics service providers (LSPs)
Shop teams use Simacan ‘Shop Displays’ to see the exact arrival times of incoming deliveries
AS Watson DCs use the ‘Arrival Display’ for visibility into ETAs, deliveries and peak moments

From planning to control

AS Watson’s initial challenge was clear: how do we make sure our shops are timely and accurately informed about delivery arrival times? In the past, there was no visibility of actual trip execution, only planned trips were known, and communication with carriers mainly took place over the phone.

AS Watson works with multiple external carriers who are connected to the Simacan platform. Carriers can either connect their own systems or use a mobile driver app, optionally supported by Simacan Satellite. Thanks to this integration, both shipper and carrier share the same real-time data, enabling better alignment and cooperation. The platform also offers an integrated chat function, allowing direct and contextual communication without data loss.

Real-time visibility on the shop floor

The shop displays are key for AS Watson: they provide store teams with real-time updates on both planned and expected delivery times. This means they know exactly when to act, reducing surprises, wait times and inefficiencies. As Gert Tempelman of AS Watson puts it:

“With Simacan’s smart tech, our shop teams know exactly what to expect. It's a huge step forward in optimising our deliveries and strengthening our day-to-day operations.”

Real-time insight at the DCs

AS Watson uses the Arrival Display for locations at its DCs, giving logistics teams visibility into incoming trucks, their ETAs and peak delivery windows, allowing them to act proactively.

Data as a driver of improvement

Next to real-time visibility, AS Watson leverages Simacan’s Realised Trips Service to compare planned versus executed trips. This reveals insights on punctuality, driving times and unloading durations, essential data for continuous process optimisation, performance improvement and evidence-based decision-making.

Ready for the future

AS Watson is a forward-looking organisation, continuously working to optimise and future-proof its logistics operations. In a world of emission zones, smart city developments and shifting customer expectations, flexibility is crucial. Whatever strategic path AS Watson chooses, be it sustainability or further digitalisation, the Simacan platform offers the agility and insights to support smooth transitions, without operational disruptions.

Result

The results of the collaboration are already clear: better delivery predictability at stores, improved cooperation with carriers, and a strong reduction in unnecessary communication. With real-time insight and smarter coordination, delivery reliability is going up. In short: total control of every delivery, for everyone in the chain.

About AS Watson Health & Beauty AS Watson is the world’s largest international health & beauty retailer, active in 31 markets with over 17,000 stores and 12 retail brands. In Europe, AS Watson’s Health & Beauty division includes brands such as Kruidvat, Trekpleister, ICI Paris XL, Savers, Drogas, Superdrug and Rossmann. With a revenue of $24 billion in FY2024 and more than 6 billion customer visits per year through a strong offline + online (O+O) network, AS Watson offers millions of consumers a unique shopping experience.

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