SG retailers urged to adopt end-to-end supply chain technology

Isolated technology investments often fail to deliver results.

Retailers in Singapore are being urged to adopt fully integrated technology solutions across their supply chains to remain competitive.

Peter Liddell, global leader of KPMG’s Operations Centre of Excellence in Singapore, said that isolated technology investments often fail to deliver results.

“The failure of Gen AI is not the technology, it’s been how it’s been applied,” Liddell told Retail Asia Summit 2025 in Singapore, highlighting the risks of optimising single tasks without connecting the broader ecosystem.

Supply chain operations must be linked with suppliers, distributors, and logistics partners.

According to Liddell, this connected approach delivers both operational efficiency and superior customer experiences: “Retailers that led with [control towers] and have used them really well, that have now got the AI and the Gen AI and the agents embedded into them, I’m making really quick, fast decisions based on disruption, known disruption and variation.”

He said that companies relying on outdated manual processes are already falling behind. “If you’re still using spreadsheets, you’re behind,” Liddell said, urging retailers to embrace automation and digital tools across the end-to-end process.

Workforce pressures and aging populations also make automation crucial in transport and logistics. Liddell also urged retailers to understand their full supplier ecosystem, including Tier 2 and Tier 3 suppliers, to prevent supply disruptions.

Rising customer expectations are also adding pressure. Singapore shoppers want personalised experiences and flexibility in how they buy and receive products, challenging traditional distribution models.

Liddell noted that the broader supplier ecosystem is changing rapidly, creating both advantages and risks for retailers.

“Organisations with fully connected supply chains are achieving superior margins and performance,” said.