Singapore – As part of BHG Singapore’s digital transformation strategy, the department store has partnered with e-commerce suite and PIM platform Dynamicweb to launch its new unified commerce solution. 

Through the new solution, BHG Singapore will become more customer-centric and eliminate channel silos by leveraging one single commerce platform. It will also deliver a seamless shopping experience where BHG can offer a ‘Click and Collect’ experience, where customers can fulfill their order and, if needed, pickup part of the order in one store, another product in another and get the rest delivered.

Moreover, BHG Singapore can now offer the same flagship product experience in their smaller stores by introducing the endless aisle concept, as welll as introduce effortless check-outs, where customers can make their purchase whenever ready, at any spot of the store, skipping the traditional cashier queue and be served by staff with Mobile Point-of-Sale.

Jheeva Subramanian, BHG Singapore’s CFO, shared that it is a must-have to be able to really get these customer experience insights and a big reason why we needed a unified commerce solution.

“When we came across Dynamicweb, we realized that they understood our vision, industry, and why we want to do certain things. We chose Dynamicweb because we believe it is the fit we were looking for,” said Subramanian.

BHG Singapore is said to be undergoing a major transformation involving its merchandise, systems, and processes, and this recent implementation of unified commerce solution is likely to be the foundation of the company’s next phase of digital transformation. Its digital transformation strategy is a component of its five-year transformation plan, and it entails much more than going online or leveraging advanced technology tools. 

The company shared that the goal of this plan is to evolve into a new business model and the unified commerce solution is pivotal to this strategy. This new solution will allow BHG Singapore to propel towards the next phase of its transformation.

In the next phase of digital transformation, BHG Singapore is planning to introduce AI software for hyper-personalization, merge online and offline channels with concepts such as virtual stores, introduce predictive analytics, and build an ecosystem around the concept of a platform as a business model.