AS Watson European Hackathon 2024
Who is the AS Watson Retail Group?
As the world’s largest international health and beauty retailer, AS Watson sets O+O (Offline Plus Online) as the new standard for retail.
Retail isn’t just about product…Retail in today’s world isn’t just about the products — it is about the interaction between people, experience, and relationships.
The world’s largest Health and Beauty Retailer, AS Watson, called upon young creatives, innovators, and data heroes to reinvent loyalty in retail! Their challenge? To devise fresh, innovative engagement and loyalty ideas aimed at attracting, engaging, and deepening connections with the young audience of Generation Z and Alpha.
On April 13th — 14th, 2024, in Amsterdam, Netherlands, students from the Netherlands, UK, and Italy gathered to meet this challenge.
What were they Looking For?
1. Going Beyond Traditional Schemes
2. Integration of O+O Strategies
3. Technology and Personalization
4. Unique Brand Experiences
5. Resonating with the Young and Dynamic
6. Last but not least, Sustainability and Social Impact 🌍
Before the Hackathon:
The AS Watson Hackathon in Amsterdam, NL, organized by challengerocket.com, was a meticulously planned event aimed at fostering innovation and collaboration among participants.
Prior to the commencement of the event, challengerocket.com ensured seamless communication and preparation by inviting participants to join a Discord channel. This platform served as a hub for ongoing communication, important updates, team formation, challenges information, and support from AS Watson, challengerocket, and fellow participants.
To equip participants with the necessary skills and knowledge, challengerocket.com organized five Master Classes in the weeks leading up to the Hackathon. Renowned companies such as AS Watson, SAP, EPAM, NCR, and Microsoft served as instructors for each class, covering topics such as Digital Loyalty, Gamification in Retail, Retail Technology, and AI.
In addition to the educational aspect, challengerocket.com also facilitated the logistical aspects of the event. They arranged flights for participants based on their origin city and provided transportation services, including taxis, to ensure participants’ smooth arrival and mobility within Amsterdam.
During the Hackathon:
Seventy university students convened for the 24-hour Hackathon, ready to tackle real-life business challenges related to Next Generation Loyalty.
Malina Ngai, CEO of AS Watson, emphasized, “Customer loyalty is paramount for a retailer, yet customer expectations are evolving, especially among the next generation. That’s why we aim to develop the next generation of loyalty, and there’s no better way than having the next generation of talents propose to us.”
Malina Ngai — AS Watson CEO, Gerrit-Jan Steenbergen — IT director CK Hutchinson Holdings
Throughout the event, the 70 participants formed 12 teams, each assigned to one of three challenges: Gamification in Retail, Digital Loyalty Programs, and Generative AI.
Ngai added, “The quality of the presentations has exceeded my expectations. The ideas and propositions that participants came up with within 24 hours are mind-blowing.”
Judging Panel
The Environment of venue and facilities:
The venue for the Hackathon in Amsterdam provided a comfortable and accommodating environment for participants during the intense 24-hour event. Attendees were provided with amenities such as beds, showers, and sofas to ensure their comfort and well-being throughout their stay.
To keep participants fueled and energized, a buffet offering a variety of food items was available, with refreshments provided every two hours. The buffet was replenished regularly with fresh cakes, desserts, beverages, juices, and nuts, ensuring that participants had access to nourishing options to sustain their energy levels during the Hackathon.
One of the most valuable aspects of the event was the presence of esteemed tech partners such as Microsoft, SAP, EPAM, and NCR. These partners played a crucial role by offering consultation and guidance to participants throughout the entire duration of the Hackathon. Their expertise and support were instrumental in helping participants generate innovative and impactful ideas. Without the invaluable presence and input of these tech partners, the Hackathon experience would not have been as enriching or fruitful.
Team Pitches:
During the Team pitches, each group was allotted a total of 4 minutes to present their project, followed by an additional 2 minutes for the jury to ask questions to the team. This format ensured that each team had a concise opportunity to showcase their innovative solutions and address any inquiries from the jury, fostering a dynamic and interactive atmosphere for the presentation of ideas.
Winners of the AS Watson Hackathon:
Champion — Riders
Winning Team Members: Pouya Sattari, Vittoria Bicciolo, Lisa Colombo, Martin Kozon, Lorenzo Nicotera, Lucia Terenzi, Cindy Ye
Project Description:
The Riders developed MyGlow: a highly advanced Virtual Counselor that utilizes Primary and Secondary data to guide users through a positive, engaging, and granularly adaptive Beauty Journey. By tracking progress through Face Scans and suggesting data-driven adjustments to routines and habits, MyGlow revolutionizes the beauty industry with its AI-powered loyalty approach. Their Beauty Bootcamp offers assisted tasks on a daily routine, providing a gamified experience that rewards loyalty and connects customers to stores.
1st Runner-up — VirtuReal
Winning Team Members: Giulia Albanese Ginammi, Francesca Barbarossa, Jenny Turrin, Mike Geerts, Julia Uijttewaal, Milou Voogd
Project Description:
VirtuReal offers a unique and exciting shopping experience through augmented reality (AR) technology. This solution goes beyond virtual reality (VR) with VR glasses, allowing customers to create their shopping environment using AR. This innovative approach provides a personalized and immersive shopping experience.
2nd Runner-up — Beauty Squadron
Winning Team Members: Yusef Ahmed, Muhammad Rafi Pramanta Hidayat, Maria Neicutescu, Eleftheria Papachristoforou, Marios Papalouka, Thomas Rosendaal, Pranav Srivastava
Project Description:
Beauty Squadron’s project aims to engage Gen Z and foster loyalty through a blend of online and offline challenges. Their approach, WatsonQuest, prioritizes user experience, personalization, and persona building, offering a unique and engaging experience for customers. By leveraging the O+O strategy, this solution delivers a seamless and immersive experience that drives engagement and loyalty among Gen Z.
To Sum Up,
Taking part in the AS Watson European Hackathon 2024 was super cool! It was tough to get in, but once I did, it was worth it.
Meeting all the other participants and getting to meet with the AS Watson team and their tech partners was the best part. I’ve written this article to remember the experience and help out others who might join future AS Watson Hackathons.
Big thanks to the AS Watson Team, ChallengeRocket Team, Microsoft, SAP, EPAM, and NCR for their awesome help and advice during the Hackathon! Couldn’t have done it without them.
Next stop, Hong Kong! 🇭🇰
Sources:
https://www.aswatson.com/19213/
https://www.linkedin.com/posts/pouya-sattari_genai-gamification-customerabrloyalty-activity-7185380160475447296-110j
https://www.linkedin.com/posts/pouya-sattari_genai-genai-aiabrbeautyabrmentor-activity-7185391380725121024-UXUR?utm_source=share&utm_medium=member_desktop
Thank you for taking the time to read this article; your valuable feedback is warmly welcomed.
Furthermore, I would be happy to assist you in solving a puzzle in your Data journey.
pouya [at] sattari [dot] org
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