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F J Benjamin Holdings aims to bolster its omnichannel strategy and foster an effortless shopping experience for customers with the formation of an advisory board.

The board will oversee the omnichannel strategy that helps to strengthen links between new digital channels and its network of over 200 stores, and 1,500 points of sale in Singapore, Malaysia, and Indonesia.

According to Ben Benjamin, director of corporate strategy, F J Benjamin, and a member of the Advisory Board, the brand is pursuing an omnichannel strategy in hopes of harnessing its existing customer database in the region. He added that this should to have a "twin impact" of both optimising its regional network as well as growing its business volume online.

Among the list of individuals who have been appointed as members of the advisory board include Messrs Marcelo Wesseler, ex-CEO of SingPost ecommerce, and current managing partner of Codem.com, Jon Sugihara, head of global strategic partnerships at Google, and Tito Costa, chief marketing officer at Zalora.

“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,” Benjamin added.