More seamless online shopping

PHOTO: More seamless online shopping

SINGAPORE - Mention FJ Benjamin and one would immediately recognise the brand as an icon of Singapore's luxury fashion retail scene.

Starting out in 1959, FJ Benjamin has grown over the past 54 years to become a locally listed company representing 20 international fashion and timepiece brands including Banana Republic, Guess, Rado and Raoul.

Besides fashion retail, FJ Benjamin has also invested in various lifestyle companies such as St James Holdings.

As the Internet continues to transform the retail business, FJ Benjamin knew it had to chart a new course in the online space - it decided to glam up its Raoul website to attract discerning consumers.

Given that the company targets the high-end market, it was vital for its website to display attractive fashion catalogues for brands like Raoul so consumers could easily view visually arresting images and be able to place orders without much fuss.

FJ Benjamin was able to realise this goal through Spring's Capability Development Grant.

"We've completely revamped our website and e-commerce portal, as well as the whole fulfilment workflow," said Mr Douglas Benjamin, the chief operating officer of FJ Benjamin Holdings.

"We wanted to provide a consistency in brand experience both offline and online."

By adopting the latest technologies, he added, the firm is able to deliver a seamless online experience to users across various platforms, from personal computers to mobile phones and tablet devices.

Using analytics to yield insightful data, the company can target its various customer segments and better understand its customers' preferences and needs.

According to Mr Benjamin, also co-creative director of Raoul, Web traffic to the company's website has surged 50 per cent just six months after the revamp.

This has also resulted in increased online sales, fewer returns, shorter delivery times and timely capture of customer data.

With a dynamic and user-friendly content management system on the website, the company has also expended fewer man-hours to manage it and relies less on external vendors.

Mr Benjamin said regular customers have voiced approval for the fresh look and easier online buying process, and said that it has enhanced the online buying experience.

But FJ Benjamin is not about to rest on its laurels and aims to further improve its supply chain operations and raise customer service standards, he added.

The company will strive to do "anything that can help drive the customer experience to a new level", said Mr Benjamin.


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