Eindhoven (The Netherlands), 9 June 2026 – AS Watson Benelux, part of the AS Watson Group and the world’s largest health and beauty retailer, has modernised its order picking operations with the latest ZetesMedea Voice picking solution. The upgrade strengthens operational flexibility, performance and system robustness across its logistics centres, supporting efficient and sustainable retail supply chains for leading brands such as Kruidvat and Trekpleister.
AS Watson Benelux serves around 5 million customers each week through 1,500 physical stores and online channels. In the Netherlands, the company operates three modern distribution centres. With more than twenty years of experience using voice-directed picking, the organisation chose to renew its ZetesMedea Voice picking environment to benefit from the latest technology and an improved system architecture.
A modern upgrade for long-term performance
The renewal of the voice picking solution was primarily treated as a technical upgrade to increase system stability and improve the underlying interfaces. By modernising the environment, AS Watson Benelux has created a more robust setup with fewer day-to-day issues while maintaining the familiar, proven voice-guided working method for order pickers. The replenishment picking process is an essential part of the logistics operation. When products are temporarily out of stock during order picking but are replenished later in the day, this process ensures that the items are still picked and added to the orders. The voice application plays a key role in this process by efficiently guiding employees through their tasks. As a result, AS Watson can fulfil orders more completely and ensure optimal delivery to its stores.
“With the modernised ZetesMedea Voice picking solution, we now benefit from a future-proof, robust system that supports high productivity, reduces operational issues and helps deliver excellent service to stores and customers alike.” Ruud Winkel, Manager SCM Systems at AS Watson Benelux
Faster, more user-friendly and highly accurate
Following the upgrade, AS Watson Benelux immediately experienced improvements in speed and usability. While the updated interface required a short adaptation period, users quickly embraced the new system. “We quickly noticed that users had fully adapted and were very satisfied with the new version,” explains Bjørn Appel, Team Manager E-fulfilment at AS Watson Benelux. “In addition, communication issues between the software and order pickers have been significantly reduced. The new version offers much higher recognition accuracy, ensuring smoother interaction and fewer interruptions during the picking process.” Besides that, the voice-directed approach is simple and highly effective for order pickers. Orders are received via a headset and confirmed by voice, allowing employees to work hands-free, stay focused and achieve a high level of accuracy, with very few picking errors. Many users appreciate this approach, as it enables them to work efficiently and comfortably throughout the day.
“Another key advantage of the upgraded ZetesMedea Voice picking solution is its flexibility. The distribution centres in Heteren and Ede, which are set up very differently, can both operate seamlessly with the same voice solution. This flexibility allows us to use voice picking alongside other picking methods, such as belt-based picking, light-guided picking and robotic systems, within the same warehouse environment.” Bjørn Appel, Team Manager E-fulfilment at AS Watson Benelux.
A long-term partnership built on trust
AS Watson Benelux describes its collaboration with Zetes as a long-term partnership based on deep process knowledge and efficient communication. “Zetes is a reliable partner. They know our processes well, which allows us to act quickly, communicate clearly and work together pleasantly and efficiently,” adds Ruud Winkel, Manager SCM Systems at AS Watson Benelux. He concludes: “With the modernised ZetesMedea Voice picking solution, we now benefit from a future-proof, robust system that supports high productivity, reduces operational issues and helps deliver excellent service to stores and customers alike.”
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About AS Watson Group
AS Watson Group is the world’s largest international health and beauty retailer, operating over 17,000 stores in 30 markets across Asia and Europe. The group manages a portfolio of well-known retail brands and serves millions of customers every day, driven by a strong focus on operational excellence, innovation, and customer experience. For more information visit www.aswatson.com.
