Majid Al Futtaim partners with SAP for Carrefour’s digital transformation

RetailME Bureau

Majid Al Futtaim is spearheading a digital transformation programme for French grocery brand Carrefour, which it operates in the region, along with technology partner SAP. The strategy is to enhance customer shopping experiences at Carrefour – both online and in-store.

Carrefour now has one digital platform that integrates over 100,000 products on its website, in-store kiosks and tablets and mobile app. Majid Al Futtaim is re-inventing experiences for over 750,000 daily customers and also simplifying its supply chain.

“The Middle East retail sector is experiencing seismic changes, which is a major opportunity to enhance our customer experiences with real-time insights,” says Marco Antonio Urios, senior vice president, Omnichannel Solutions and Supply Chain at Majid Al Futtaim Retail. “As part of our vision of creating great moments by offering inspiring experiences, our digital transformation with SAP enables our customers to order online or from our mobile app and have them delivered to their doorstep.”

Worldwide, 81% of retailers say it is important to transform customer experiences and equip store associates with real-time insights, according to SAP research. Among customers, Accenture shows that 91% are more likely to shop with brands that recognise and remember them and provide relevant offers.

In 2018, Majid Al Futtaim launched the Carrefour digital platform, running on the SAP Hybris solution, now called SAP Commerce Cloud, in Egypt, Jordan, Saudi Arabia, Lebanon and the UAE. This year, Majid Al Futtaim plans to extend their services across more markets where it operates Carrefour.

The company also launched an express online one-hour delivery service, CarrefourNow; Scan&Go – enabling customers to scan and pack products as they shop the aisles for seamless in-store shopping, among several other omnichannel digital solutions for in-store and online shopping.

In recognition of its success, Majid Al Futtaim Retail received SAP’s ‘International Omni-Channel Transformation of the Year – South Europe, Middle East, and Africa’.

“Majid Al Futtaim demonstrates how a home-grown UAE brand can compete on a regional and global level thanks to the power of digital transformation and e-commerce innovation,” adds Abdullah Saqqa, head of customer experience, SAP Middle East and North Africa. “As an intelligent enterprise, Majid Al Futtaim is transforming customer experiences to allow customers to purchase the products that they want from anywhere, at any time, and from any device.”