Courts eyes e-commerce growth in Southeast Asia

Singapore-based retailer Courts has unveiled its plans to capitalise on the growth of e-commerce in Southeast Asia by rebuilding its online business, through a partnership with premier e-commerce agency SmartOSC.

The new strategy follows a recent revamping of its traditional brick and mortar stores to engage with customers more effectively – the two offline "testbeds" opened in Causeway Point, Singapore and Sri Damansara, Malaysia. Hence the brand now looks at “radically reshaping” its e-commerce business, and move towards an integrated shopping experience both in-store and online.

Under these new plans, Courts will further penetrate into Singapore's growing e-commerce market, which is estimated to reach US$6.42 billion by 2020, according to research firm Statista. The brand added that on an overall note, it has seen growth throughout Southeast Asia, most notably in Malaysia and Indonesia.

Stan Kim, Court's group CIO, explained that the strategy work towards creating an omni-channel experience for customers. This is because the limitations of the current e-commerce framework, including extending functionalities, handling the increasing amount of visitors, as well as personalising the shopping experience, do not fit into the overall commerce strategy.

"We were looking for partners who not only have technical expertise but more importantly understands how e-commerce and brick-and-mortar stores work together to create a seamless experience for modern shoppers," explained Kim.