This article is prepared by Singapore Retailers Association, in collaboration with BHG Singapore.

In an era driven by rapid digital transformation and AI advancements, the retail industry is no stranger to adopting digital strategies to suit the ever-changing needs of today’s consumers. This shift towards digitalisation has since revolutionised our shopping experiences with modern technology, while creating new career pathways to support the “new normal” in retail.

Today, we explore the digital evolution of an established departmental store in Singapore’s retail industry – BHG Singapore.

Commencing its digital transformation journey in 2019, BHG Singapore has transitioned from traditional retail to embrace a more digitally-driven approach. This transformation has not only driven innovation but also led to the creation of new employment opportunities such as Customer Service Ambassadors and Omni Channel Managers, dedicated to improving customer interactions and support. Some examples of innovation include:

	Lift & Learn This technology is designed to enhance the customer's shopping experience and engagement by providing instant access to information, facilitating their decision-making process. This tool not only serves to highlight product features and promotions, but are also equipped with sensors or RFID tags. When a customer lifts or touches a product, these sensors detect the interaction, and captures essential data such as popular product interactions, duration of engagement per product, and other useful insights for merchandising and marketing strategies.
	Magic Mirror This technology has revolutionised the way consumers shop for beauty products. Beauty magic mirrors use AI algorithms to analyse facial features, skin tones, and more, offering personalised recommendations for users. This ensures that the virtual try-on experience is uniquely tailored to each individual. Customers shopping at stores with magic mirrors can virtually “try on” products on their faces without the need for physical testers, offering a convenient and engaging way for consumers to explore and purchase beauty products.
Pampering & Immersive Experiences By curating a unique and enjoyable environment within retail spaces, the overall customer experience is elevated. From massages, facials, body treatments, and interactive games related to the products, customers are not only entertained but also engaged, resulting in increased participation and sales. Furthermore, an environment that is visually appealing and “Instagrammable” enhances the atmosphere, thereby encouraging social media sharing and word-of-mouth marketing. This in turn contributes to growing the brand and customer base. By combining these elements, retailers can create a distinctive and memorable in-store experience that not only attracts customers, but also encourages them to spend more time and increase engagement with the products in store.

Overall, BHG's ability to embrace such innovative technologies and creation of new employment opportunities is a testament to the company's adaptability and commitment to staying competitive in today’s ever-evolving business landscape.

Let’s hear from Mr Ang Wei Xiang, about his journey from Part-Time Assistant to Retail Manager at BHG.

Wei Xiang embarked on his journey with BHG in 2014 as a part-time cashier. Following his graduation from Ngee Ann Polytechnic and completion of National Service, he returned to BHG as a part-time staff, with the desire to be involved in BHG’s digital transformation journey to become one of the leading departmental stores in Singapore. Sharing BHG’s vision, Wei Xiang seized the opportunity to contribute to shaping the future of retail in Singapore as part of the BHG team. Through his dedication and hard work, he has since moved through the ranks and now holds the position of Retail Manager.

As shared by Wei Xiang, “Many people around my age would say that being in the frontline of the retail industry is not a glamorous job – especially having to work shifts and serve customers on the sales floor. To me, working in retail is a very fulfilling job as I can play a part in revolutionising the way we all shop, and how businesses get things done by leveraging on technology and yet giving the personal touch that only real-life interactions in stores can give.”