About Our Client
Our client is one of Singapore’s most established and iconic retail brands, with a legacy that spans generations. Known for offering a premium selection of fashion, beauty, luxury, and lifestyle products, the retailer serves a loyal customer base through both its flagship stores and growing digital presence.
In response to evolving consumer behaviors and increasing expectations for seamless digital shopping, the brand launched a retail transformation initiative aimed at modernizing its digital ecosystem. To lead this journey, they partnered with Kyanon Digital, leveraging Kyanon Digital’s expertise in enterprise commerce technology, customer experience design, and system integration.
The transformation set out to not only revamp the eStore and mobile app but also build a more connected and data-driven retail environment that would power omnichannel commerce and future scalability.
Challenge
Despite its brand strength and offline presence, the retailer faced several pressing challenges in adapting to modern digital commerce:
- Outdated and customized eCommerce platform that limited flexibility, integration, and speed to market.
- A need to refresh the look and feel of the website and mobile application to meet modern UI/UX expectations.
- Disconnected digital and in-store systems, resulting in friction during cross-channel journeys such as online-to-offline (O2O) shopping and returns.
- A lack of integrated systems for CRM, fulfillment, and inventory, making it difficult to personalize customer experiences and optimize operational processes.
To address these issues and stay competitive in Singapore’s sophisticated retail landscape, the client needed a comprehensive digital overhaul, without disrupting current operations.
Solution
Kyanon Digital delivered a full-scale digital transformation strategy that addressed both front-end customer experiences and back-end operational capabilities.
1. E-Store Revamp & Mobile App Refresh
Kyanon Digital redesigned the retailer’s eStore website and mobile commerce app with a modern, responsive interface and enhanced usability. The refresh focused on:
- Cleaner navigation and better categorization for product discovery.
- Rich visuals and lifestyle content to better reflect brand identity.
- Integration of self-checkout and mobile-first shopping capabilities.
- The new app also improved purchase journeys, personalized product displays, and created a more immersive shopping experience across devices.
2. Migration to Standard eCommerce Platform
To replace the limitations of their previous customized solution, the retailer was migrated to a standard enterprise-grade eCommerce platform. This transition enabled:
- Easier adoption of new features aligned with the platform’s future roadmap.
- Improved scalability for peak seasons and promotions.
- Simplified maintenance and upgrade paths.
This shift empowered the business to be more agile, flexible, and competitive in launching new campaigns and capabilities.
3. Integration of Mobile Fulfillment & Mobile POS Systems
To support better operational flow and fulfillment, Kyanon Digital implemented:
- A Mobile Fulfillment App that optimized the picking, packing, and delivery process—improving speed and accuracy.
- A Mobile Point of Sale (POS) system for in-store staff, enabling seamless checkout, order lookups, and customer assistance from anywhere on the shop floor.
These tools helped bridge the gap between online and in-store commerce, creating a more cohesive customer experience.
4. Connected CRM and Back-End Systems Integration
One of the most critical components of the project was integrating a new CRM system along with supporting technologies:
- CRM for personalized marketing and customer data unification.
- PIM (Product Information Management) for consistent product data across channels.
- OMS (Order Management System) to handle complex order routing and fulfillment rules.
- WMS (Warehouse Management System) to ensure stock accuracy and warehouse efficiency.
- A fulfillment system to coordinate online orders, store inventory, and deliver channels.
Together, these integrations created a real-time, end-to-end commerce system that connected customer intent to product availability and fulfillment execution.
Results & Business Impact
The transformation delivered tangible improvements across both customer experience and internal operations:
- Customers can now buy online and pick up in-store, buy online and return in-store, or shop in-store and have items delivered—all supported by integrated inventory and fulfillment systems.
- The redesigned mobile app and website offered a more intuitive and visually compelling user journey, boosting engagement and conversions.
- Improved back-end integration led to faster order processing, real-time inventory visibility, and more accurate fulfillment.
- The mobile POS system enhanced store associate productivity, enabling smoother checkout and customer support across departments.
- The new CRM system allowed for more personalized marketing, campaign automation, and customer lifecycle insights. Cross-channel data unification gave leadership a clearer view of performance, enabling better decision-making.
- By partnering with Kyanon Digital, this iconic Singaporean retailer has successfully navigated a major digital transformation, revitalizing its brand experience and enabling seamless omnichannel commerce.
The project not only addressed current challenges but also positioned the retailer for future innovation through a flexible, integrated, and scalable digital infrastructure. With its modernized tech stack and elevated customer experience, the brand is now equipped to thrive in a rapidly evolving retail environment.
