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Strategic Priority: O+O 1. Enhance end-to-end customer journey through better system stakeholder collaboration (p.1/2) 1. Further enhance End-to-end customer journey and shopping experience for both Online and Offline (Goal: Seamless, Frictionless & Fast) • Strengthen responsiveness of IT and System Capabilities and Support

• Establish robust IT architecture to future proof of O+O needs • Leverage on local IT partners to facilitate faster execution

• The follow initiatives have been implemented to build a strong culture of inter-department collaboration and alignment between key system stakeholders (eLab, GIT, TechLab, CRM, GSC):

1. Bi- monthly/quarterly “BU O+O Meetings” where BU Head, BU Functional Heads and Group stakeholders come together to align on top system priorities to drive our online business (with focus on Own Platform) 2. Recurring update meetings between different Group teams to ensure visibility and alignment on departmental priorities (e.g. Monthly update between eLab x GSC, eLab x GIT) 3. Bi-weekly SteerCo meetings on major projects to advance progress. The process is further strengthened with the involvement of “O+O Champions” to achieve holistic view of interdependencies between Group systems. Examples include • CDC, AIMAS Marketing automation and O+O Coupon Engine • Any store return, PCI Checkout Enhancement, CCE COD, PCM 2.0 3