FJ Benjamin to integrate brick-and-mortar and online stores

It formed an Omnichannel Advisory Board that will facilitate the integration.

Fashion and lifestyle retailer FJ Benjamin Holdings has set up an omnichannel advisory board as part of its strategy to broaden its marketing base and integrate its brick-and-mortar stores and online channels.

According to an announcement, the advisory board will advise FJ Benjamin’s management on an omnichannel strategy that will strengthen links between new digital channels and the Group’s network of over 200 stores and 1,500 points of sale in Singapore, Malaysia, and Indonesia.

FJ Benjamin said that by tapping data analytics and other digital tools in a fully-integrated marketing platform, it aims to foster an “effortless shopping experience for customers in today’s digital economy.”

The firm appointed three domain experts and FJ Benjamin executives as members of the board. They experts consist of former SingPost e-commerce CEO Messrs Marcelo Wesseler, Google Global Strategic Partnerships head Jon Sugihara, and Zalora CMO Tito Costa.

FJ Benjamin director of corporate strategy Ben Benjamin said, “We are pursuing an omnichannel strategy where we hope to harness our existing customer database in the region, which should have the twin impact of both optimising our regional network as well as growing our business volume online. We have observed the online ecosystem evolve rapidly over the past two years, including last-mile logistics, payments and mobile commerce, and feel that the time is now ripe to pursue an economically viable business model that will integrate the online ecosystem with our retail infrastructure.”