Driving Growth with eCommerce and Omni-Channel
marketing for a 160 Year old Retailer

Driving Growth with eCommerce and Omni-Channel
marketing for a 160 Year old Retailer

Robinsons, the grand old dame of Singapore’s retail scene since 1858 was a brick and mortar ( part of the Al-Futtaim Group) that just celebrated their 160th anniversary in 2018. As a Fashion and apparel, Beauty and cosmetics, home furnishing store with its flagship store in The Hereen on Orchard Road, it took trust, planning and commitment to make the successful step to successfully launch its eCommerce and move to Omni-channel marketing with our Change agent – eCommerce. This included Online store. Mobile, Custom ERP integration.


  • To establish themselves online and scale their business quickly on a platform that also allow them to easily customise to continue innovating and meet consumer expectations.

Based on working closely with Robinsons’ team cross-functionally,

  • Launch the eCommerce on Shopify Plus merchant as a test -bed since inception to manage complexities and cost. Robinsons’ site was built for a mobile-first world. This meant they were able to hone clean layouts, beautiful product imagery, and easy-to-digest descriptions.
  • Move to Omni-channel Marketing integrating on and offline : This platform allowed Robinsons to display a host of apps available through Shopify’s ecosystem. Rather than pay development costs to create their own solutions, the apps let Robinsons iterate, experiment and execute quickly.
  • Robinsons then built custom integration with their ERP to integrate product inventory and sales data to handle their merchandise.


The Difference Made

Robinsons responsive online store provides a good growth of visitors and customers since launch. By using Shopify Plus, they integrated an omnichannel approach and now use more than 20 apps to collect and display customer reviews, offer live chat and more.

Here are Rosline Foo, Head of Projects, Robinson & Co (Singapore) Pte Ltd

Views on the Change agents:

“ Jeanette and her team has been a vital partner of Robinsons since the start of our e-tail journey. They helped developed a framework for our ecommerce store and they were always supportive and resourceful when tasked with a challenge. They have helped us successfully integrated the online and offline systems – and hence making our daily job scope easier and more efficient.”

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