The development of digital technologies has driven a huge change in the business model of the retail industry. Through the use of technologies, consumers can experience a richer, more diversified, and personalized consumption experience when shopping. In line with the development of consumer trends, FEDS promotes the digital transformation. We established the “Digital Lab” in 2018 and the “Digital Transformation Office” in 2019. Through the organization of dedicated units and professional teams, we researched the promotion and implementation of smart stores, and reassessed and adjusted the operation, management, service and other processes of the department stores according to the analysis of consumer behavior preferences and consumption data, so as to establish a new shopping journey for consumers and move towards an operation model that is more in line with consumers’ expectations.

In accordance with the principles of sustainable business, FEDS plans to enhance its digital transformation efforts. By integrating the well-established APP, POS system, and CRM system, the company aims to achieve the core objective of establishing an energy-efficient and carbon-reducing marketplace. It will progressively implement three transformation strategies, namely electronic communication with members, precision marketing, and internal digital management, to promote sustainability through digitalization.