Keppel unit partners SmartOSC to promote end-to-end e-commerce services for retailers

A UNIT of Keppel Telecommunications & Transportation (Keppel T&T) is teaming up with e-commerce agency SmartOSC to promote their end-to-end e-commerce services to retailers across South-east Asia.

The subsidiary is UrbanFox, an omnichannel logistics and channel management solutions brand.

The partnership is aimed at bringing retailers seamless omnichannel solutions that are backed by SmartOSC's consulting, user experience and platform implementation practices, together with UrbanFox's logistics services and omnichannel management, Keppel T&T and SmartOSC said in a joint statement on Monday.

An omnichannel solution typically refers to the integration of a retailer's online and offline channels onto a unified platform, where inventory, sales and promotional campaigns can be managed across various marketplaces.

SmartOSC chief executive Thai Son said that there has been "raving demand" from clients in Europe and North America for implementing omnichannel solutions to catch up with the new shopper generation.

"The same trend is happening across South-east Asia, and our partnership will help retailers in the region to implement the best practice for their new retail strategy," he said.

SmartOSC has leveraged its e-commerce expertise, technical capability and scalable resources to meet the rapidly evolving needs of global brands and retailers. It has partnered major consumer brands such as Courts Singapore, Lotte, Nestlé and Friso to implement e-commerce solutions, which has enabled the brands to get to market faster, as well as optimise sales.

UrbanFox, which is part of Keppel Logistics, looks at incorporating omnichannel strategies as part of their services provided for business-to-consumer and business-to-business brands, to improve the efficiency of the brands' supply chains. UrbanFox counts Kao Singapore and Mondelez among its clients.

Keppel T&T said that the partnership is not expected to have any material impact on its net tangible assets or earnings per share for the current financial year.