For the Kamal Osman Jamjoom Group, a major step in its omnichannel journey is the launch of an e-commerce website for its home-grown lingerie and nightwear brand Nayomi.
“The introduction of our omnichannel strategy has not led to any decline in store traffic or sales. We see our customers walking into our stores as much as before, while also steadily buying online. Both channels are playing a complementary role like it is supposed to. Today Nayomi not only delivers across the GCC and the wider Middle East but also further afield to the US, the UK, Australia and different parts of Europe. It has increased our reach globally,” states Stephen Graham Holbrook, member of executive board & divisional director – clothing, Kamal Osman Jamjoom Group.
“GCC customers remain our strongest base as they are not only well acquainted but love the brand Nayomi. Almost 60% of our online sales happen in Saudi Arabia. In fact, our worldwide customers are also those who are aware of the brand, mostly comprising expatriate Arabs who live overseas,” he adds.
Read the full article in the September edition of RetailME