Philips Myshop: unified commerce as a driver for growth, efficiency and employee satisfaction
- Industry: retail
- Solutions: Omnichannel
- Result: An increase in NPS, fewer standalone systems and 40% revenue growth
Philips Myshop is the employee shopping platform where Philips employees can purchase products exclusively. What started as a multichannel setup has grown into an integrated unified commerce environment in which webshops, physical stores, pop-up stores, and in-store ordering kiosks work seamlessly together. In collaboration with NextChapter and Buckaroo, a scalable commerce and payment setup has been realized, serving as the foundation for further international expansion.
From fragmentation to one platform
Before this transformation, Philips Myshop consisted of only a webshop and a physical store in Eindhoven. These channels mostly operated independently. Product activation took weeks, price updates were made only once every 24 hours, and systems required a lot of manual management.
By choosing a single central commerce platform via NextChapter, this fragmentation has been eliminated. Philips Myshop now operates with eight fewer systems, and processes can be executed faster and more efficiently. New countries can be onboarded within approximately two months, depending on local conditions such as fiscal setup.
Faster, more efficient and more scalable
The impact of the new way of working is immediately visible in operations:
- Product activation has been reduced from a minimum of six weeks to a maximum of two days
- Dynamic pricing enables multiple daily price updates
- Less dependency on manual synchronization between systems
- Reduced internal goods flows thanks to one central warehouse
- Faster (international) rollout of new webshops and locations
According to Philips, the biggest gains are in logistics and management: products need to be moved physically between locations less often, and teams can make adjustments directly themselves without relying on multiple systems or external processes.
Unified commerce in practice
The new setup brings all touchpoints together:
Webshops, Physical Employee Stores,
Pop-up Stores & In-store Ordering Kiosks
For example, employees can view products in-store, place orders via the ordering kiosks, and have their purchases delivered to their homes. This prevents missed sales and increases flexibility for both employees and the organization. The in-store ordering kiosks have shown clear growth since their introduction. At the same time, the webshop continues to grow, allowing channels to reinforce rather than replace each other.
Payments as the connecting layer
Within this ecosystem, Buckaroo handles both online and in-store payments. Philips explicitly sees Buckaroo as the payment partner within the NextChapter platform.
The central payment environment offers, among other things:
- One payment flow across all channels
- Improved reporting and insight into transactions
- Faster reconciliation processes
- Direct customer service support for payment-related questions
- Insight into payment behavior and performance per channel
The reporting makes it possible to identify discrepancies more quickly and resolve customer inquiries much faster. Where this previously could take days, customer service can now confirm in real time whether a payment has been successfully processed or where it may have failed.
In addition, payment data is used within commerce reporting to gain insights into preferences per location and channel, and to identify and resolve checkout issues more quickly.
"Reporting through a unified payment platform makes it possible to identify discrepancies more quickly and resolve customer inquiries much faster. Where this previously could take days, customer service can now confirm in real time whether a payment has been successfully processed or where it may have failed."
Employee satisfaction as an underestimated impact factor
An important, but often less visible effect of the new setup is its impact on employees. By working with fewer systems and more autonomy, teams experience greater control and speed in their work.
According to Philips, this leads to:
- greater team engagement
- more creativity in commercial initiatives
- faster response to customer needs; for example, the average customer service call has been reduced from 6 minutes to 2 minutes
- employee satisfaction increasing from 49 to 56
- A well-functioning platform therefore also indirectly contributes to higher employee satisfaction
Measurable impact
This unified commerce approach also translates into the employee experience:
- NPS for e-commerce increased from 49 to 56
- Total NPS, including the physical store, is around 85
- Less frustration due to real-time inventory and ordering options
- More flexibility in how and where employees make purchases
- 40% revenue growth since the launch of the unified commerce platform
Where sales staff previously often had to say “no” due to empty shelves, they can now always offer an alternative via the ordering kiosks. This has a direct impact on customer satisfaction and engagement.
Foundation for further growth
Philips Myshop is now active in multiple European countries and continues to expand. "We are expanding our footprint in Europe, including the United Kingdom and the Nordics," says Bart van Poppel, General Manager of Philips Myshop. "Unified commerce makes it possible to activate new channels, locations, and countries more quickly without having to build complex integrations each time."
This development is expected to accelerate further, partly driven by the use of AI and increased automation within commerce and operations. Unified commerce is therefore not just a technological choice, but a strategic foundation for future growth.
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