Henkel Thailand is set to concentrate on digital marketing through fully-integrated online channels after
the BeautyCare business has been successful in promoting its Schwarkopt brand, and has nearly 3 million followers on Schwarzcoft Thailand’s fanpage.
Mr. Andrianto Jayapurna, President of Henkel Thailand Co Ltd, said: “The company has introduced social media channels to communicate with customers, consumers, business partners, suppliers and all relevant parties and has linked the e-commerce platform with traditional retailing through omni-channels. It has also worked with influencers to help create stories for brands and products. This has built more than 2.7 million followers on Schwarzkopf Thailand’s Facebook fanpage where Henkel and influencers share tips and techniques in hair colouring.”
In its BeautyCare business, the company has launched ‘House of Color’ application on both Android and iOS systems. Dealers are trained to demonstrate to hair stylists how they can use this application to help them keep abreast of the trends. The application also gives advice to general consumers. The BeautyCare business unit also works with ecommerce partners like Lazada, Shoppee, and JD.com to serve consumers’ needs. The company also plans to expand business through various other channels.
For Loctite super glue, the multipurpose glue perfect for maintenance and DIY work, Henkel has launched Loctite Maintenance Mobile Guide which provides useful tips in Thai and English, enabling customers to access information easily and rapidly through mobile phone or tablet.
Meanwhile, Henkel’s eShop provides real-time information and services to customers and partners of adhesive products to serve them when they need to order products.
Mr. Andrianto added that: “Henkel started implementing the digitalization process in its production in 2015 as it moves to gear forward to Industry 4.0. Since the computerized system was introduced in its smart factory in Chon Buri’s Bangpakong district, it has reduced production cost per unit by 12% and saves 17% of energy consumption. Gas emissions from the factory have declined 16% while waste has been reduced by 46% compared to 2012. Water usage and waste water have been reduced by 20%. These results were evaluated at the smart factory in Bangpakong at the end of 2018.”
Including the Bangpakong plant, Henkel has 12 smart factories in the Asia Pacific region. It is expected that digitalization will enable Henkel to double its sales value to 4 billion Euro in 2020.
Meanwhile, personnel are being upskilled to cope with the advent of digital technologies and make the most of them.