GMG Sports reveals new omnichannel strategy


January 13, 2021 | By RetailME Bureau

Gulf Marketing Group (GMG) is gearing up for a continued surge in e-commerce demand across its GMG Sports division, in which online sales have more than doubled in volume between 2019 and 2020. The company has now deployed an expanded omnichannel ecosystem that enhances customers’ accessibility to leading sports brands through digital and mobile-commerce platforms.

The new omnichannel retail ecosystem is now being used by Sun and Sand Sports across the region, with other GMG Sports brands to leverage the same ecosystem in the near future.

As part of its own digital transformation, GMG Sports has brought new technologies and investments into three key areas: the customer journey, access to inventory across stores, and customer care.

Mohammad A. Baker, Deputy Chairman and CEO of GMG, noted: “As a group, we have always embraced new technology to deliver more engaging and rewarding experiences to consumers. This latest project recognizes that individuals today want even greater access to their favorite stores and brands quickly and conveniently, whether in the shopping mall, via their laptop, or on the go with their smartphone. By strengthening our omnichannel approach, our customers can expect a more consistent and personalized shopping experience backed by intelligent technology.”

Bhavna Buttan, Chief Operating Officer at GMG, added: “Incorporating more scalable digital solutions into our retail operations enables us to not only improve current customer interactions, but anticipate market needs and respond to them swiftly and effectively. That is essential to us as a growing business with demand for our products surging across the region.”

Customers of Sun and Sand Sports will be able to access inventory from across all stores as the solution is rolled out over the next 6-8 months. An additional marketing cloud system will also support seamless relationships between brands and customers.

In addition to the sports division, GMG also has a growing presence in other business verticals, including healthcare, food, education, real estate, and logistics. Across the holding group, it has successfully scaled homegrown brands such as Supercare pharmacies, food brand Farm Fresh, and logistics provider Trilogi. GMG has also introduced more than 90 international brands into the Middle East to date.

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