BLUEBELL
Alex Misseri , Head of Digital Transformation and Revenues at Bluebell Group , discusses how the company is using digital transformation to enable cutting edge omnichannel retail experiences
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S ince 1954 , Bluebell Group has become a name synonymous with Asian retail . Having successfully launched a broad array of European , American and other global brands in the region , Bluebell has amassed over 150 brand partners with more than 700 online and brick and mortar stores across 10 Asian countries . Responding to the advent of the digital age and the concept of New Retail – the need for retailers to have both an offline and online presence to maximise the prospects of their offering – is an ongoing endeavour that requires dynamism and market expertise to accomplish successfully .
“ It ’ s a challenge to conduct a digital transformation with one brand in one country , but it ’ s quite a different challenge when you have as many brands across as many countries as we do at Bluebell ,” says Alex Misseri , Head of Digital Transformation and Revenues at Bluebell . “ It ’ s a bigger challenge , but it ’ s also a bigger opportunity . The value of being a multi-brand distributor in so many countries is that we have so many points of view and ideas that can be taken into
JULY 2019