Case Study: BHG (Singapore department store) achieves unified commerce and frictionless, cashless shopping with Adyen

Delighting shoppers in a changing retail landscape

BHG, a five-outlet department store in Singapore, set out in 2020 to shed its traditional, friction-filled shopping experience and accelerate a long-overdue digital transformation — a need made urgent by COVID-19. Facing changing shopper behaviour, fragmented systems and the rise of cashless, contactless payments, BHG picked Adyen as its payments partner to help move from omnichannel thinking to a consumer-centered unified commerce approach.

Together they implemented a single backend inventory and payment stack, Adyen mPOS for checkout-anywhere, and Pay by Link for phone or remote orders, plus tighter POS–online integration for endless-aisle selling and personalization. The result: customers can skip queues and pay anywhere in-store or via a secure SMS link, ecommerce and cashless adoption accelerated, and BHG now has unified data to deliver more seamless, personalized and engaging shopping experiences.

BHG

Jheeva Subramanian

Chief Financial Officer