A delightful UX is a must: Adam Docrat, Aster Retail GCC

Adam Docrat, Head of Information Technology at Aster Retail GCC is an IT professional with over two decades of experience in the UK, South Africa, Qatar and the UAE.

Having previously worked with the likes of LIFE Pharmacy, Masafi Water and Al Mana Fashion Group Docrat currently leads Aster Pharmacy Retail as their Head of IT – Retail GCC. In his role, Docrat has implemented several enterprise level ERPs and was the first in the world to implement MS Dynamics AX 2012 R3 in Azure.

Asked about Aster’s strategic efforts to stay ahead of the curve and competition, Docrat said, leveraging AI (artificial intelligence) and RPA (Robotic Process Automation) around e-commerce – especially since Aster expects 10-15% revenues from its online channel – cybersecurity around IT audits and podcasting are some areas that the business will continue to focus on.  

Emphasising the importance of a delightful UX (user experience), he observed, “Changing the dimensions of user experience does not only mean making it seamless and enriching. It also means making the platform more customer friendly. This starts with making a list of services available to the customer in one place. In our case, exclusivity and inclusivity both are important. Thus, we work towards making a long list of services and options available to our customers. We approach our platform from the entirety of the healthcare perspective and want to completely empower our customers and offer them the best of services across categories in the healthcare space,” he added. 

To know more about the Aster Retail GCC’s omnichannel efforts, join us at the Middle East Retail Forum 2023 where Adam Docrat will be speaking. Register now!