Exabytes Commerce has earned two Bronze awards at the Asia eCommerce Awards 2026 for submissions featuring Souper Tang’s omnichannel commerce and customer loyalty programmes.Announced on 22 October 2026 in Singapore, the awards celebrate two projects that connect digital and physical customer experiences:
- Best eCommerce Solution — Souper Tang Omnichannel Commerce Transformation.
- Best eCommerce Loyalty & Retention Programme — Souper Rewards: One Membership, Every Souper Tang Experience.
The Asia eCommerce Awards 2026 recognition highlights how connected commerce and loyalty can create measurable value across both digital and physical customer journeys.
Connecting the Souper Tang customer experience
The Souper Tang Omnichannel Commerce Transformation project focused on bringing the brand’s online shopping, mobile app and physical locations into a more consistent customer journey. Its purpose was to help Souper Tang recognise and serve customers across their different interactions with the brand.
For a business spanning dining and retail, that continuity matters. A customer may discover a product online, interact with the app and later visit an outlet. Bringing these moments together helps the brand understand the relationship and gives customers a more familiar experience wherever they engage.
Through an Online-Merge-Offline (OMO) approach, Exabytes Commerce supported the integration of membership, digital engagement and offline experiences. The submission showed how one customer identity could link dining, retail and eCommerce, helping the brand maintain engagement beyond a single transaction.
Making loyalty meaningful across every interaction
The second Bronze award recognised Souper Rewards: One Membership, Every Souper Tang Experience. This programme placed membership at the centre of the customer relationship, making recognition and rewards relevant across the brand’s different channels.
Members could access benefits through digital channels and enjoy value at physical locations. This gave the programme a practical role in both shopping and dining, with a more consistent experience as customers moved between them.
For Souper Tang, the programme provided ongoing opportunities to encourage return visits and strengthen relationships. It also offered a clearer way to understand reward participation and repeat purchasing. The submission illustrated how membership could support a lasting relationship with the brand.
Results that show the value of connected commerce
The submission to the Asia eCommerce Awards 2026 highlighted stronger purchasing behaviour among members who shopped both online and in-store, alongside active use of loyalty rewards.
On a per-member basis, customers who shopped across channels spent over 2× as much and placed nearly 2× as many orders as those who purchased only in-store. Point-redemption vouchers also achieved a redemption rate of over 80%.
Asia eCommerce Awards 2026: Building on the momentum with AI Omnichannel
The Souper Tang case study demonstrates how connected commerce, membership and customer engagement can create a more consistent experience across online and offline channels.
Building on this foundation, Exabytes Commerce’s AI Omnichannel solution brings together web, app, retail, customer data and marketing capabilities within one connected ecosystem. AI-powered insights, segmentation and product recommendations can further help brands understand customer behaviour and deliver more relevant engagement.
For businesses, this creates practical benefits: a more unified view of customers, better coordination across channels, more personalised engagement and stronger opportunities to improve retention and customer lifetime value. It also enables teams to make more informed decisions using data from across the customer journey instead of relying on disconnected channel-level information.
The recognition at the Asia eCommerce Awards 2026 reinforces Exabytes Commerce’s commitment to helping brands turn connected customer experiences into stronger engagement, retention and sustainable business growth.
Discover how Exabytes Commerce AI Omnichannel can connect your web, app and retail experiences. https://www.exabytes.my/commerce
