Case Study on Sharaf DG OMG Solution Enhancements

CIOReview Team | Monday, 08 February 2016, 10:56 IST

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1.  About Sharaf Group
Sharaf Group was established in 1975 as a shipping agency with a vision of becoming a leading international organisation. Sharaf Group is one of UAE's largest and most respected business conglomerates. It comprises of over 60 operating companies in more than 6 business sectors: Information Technology; Shipping; Retail; Real Estate; Financial services; Consumer Products; ; and Construction.

Sharaf DG is part of Sharaf Group, incepted in 2005, has come a long way and achieved many milestones to become one of the leading powerhouse retailers in the region. UAE’s first ever Big-Box concept started its journey as a 15,000 sq ft electronics store in Dubai. The brand’s perseverance and hard work has paid off with 26 stores in UAE and Bahrain today and more in the offing. Subsequent to a merger in 2010 with their sister company, Sharaf DG now has formats such as DG4U and DG+ to add on to the Sharaf DG basket. While Sharaf DG4U stores are concept stores, smaller than the traditional large-scale DG outlets and designed to stock only the fastest moving models across all electronic and IT product categories, DG+ boutiques on the other hand are chic and sophisticated stores catering to luxury lifestyle seekers.

They key differentiators with the competitors from a commerce perspective are:

•    24 hour 'Product not available, claim free’
•    Best price guarantee with the price matching

Sharaf DG has implemented Omni channel Ecommerce solution (web store and consumer app) in UAE, planning to expand to Qatar and other countries and has identified new requirements for the existing solution.

2. Business Challenges
The Sharaf DG current ecommerce infrastructure is designed to sell only one country, i.e. UAE. Part of the business expansion plan they wanted to expand their electronics retail business to other neighbouring countries for which their selling IT systems needs a enhancements. Without adding selling country as a business parameter, their online store is not capable of selling and fulfilling orders in neighbouring countries.

Sharaf DG is having lot of unhappy customers due to irregularities in the online stock and   store stock. Customers do order for a product which is probably sold by alternative channels and customers end up not having product to pick up despite having the product available in a alternative store and placed order online.

Being a major electronic retailer in the Middle East, Sharaf DG online order management do not have “Arabic language” support because of which the orders are not being processed by the system. Because of this, back office users had to process these errored orders manually and there is no track of these orders since they are not in the system.

The ecommerce platform is not integrated with communication gateways and many users shopping online will be in dark in the absence of emails for various stages of order processing. This leads to higher volume of calls to customer care on the order status.

3. Solution provided
Invenio’s delivery team designed a flexible and configurable country inclusion that help Sharaf DG to extend the solution to multiple countries with simple configuration change. Also added multi-lingual support, so not only Arabic other languages can be added in future with simple configuration which enables Sharaf DG to operate their electronic retail business to many countries beyond UAE.

Invenio’s hybris team extended STR (stock transfer request) to make the stores to transfer the stock based on the order request, so that fulfilment can be simpler and faster. This includes business cases like STR acceptance and rejection, and stock being updated based on STR. This is complete customisation when it comes to hybris out of the box features, and the module is extended based on the current implementation, but also keeping in mind that this custom module is portable with the product upgrades.

4.  What Customer says
“The team took every effort to understand, deliver the requirements for this project. The team showed earnestness in addressing the issues and update us fairly regularly on the progress and bottlenecks. Would love to work with this team again if the opportunity arises.”
-    Ramalingam  Thyagarajan, Senior Manager – IT, Sharaf DG

5.  Why Invenio
Customer Success being part of the vision statement, Customer Focus and Care being part of the core values, every consultant at Invenio strives to provide innovative solutions to customer. Throughout the engagement of Sharaf DG, the consultants proactively helped customer identifying the associated gaps and providing alternative options not just bound by the scope of the agreement.

The greatest value of Invenio comes from people, the consultants are handpicked from the industry through stringent recruitment process and screening process, and we are proud to say, one of every 200 consultants get an opportunity to be associated with Invenio, which speaks of quality of the consultants and quality of the deliverables to customer.

Every consultant is trained and enabled to deliver beyond the expectation, and Invenio’s internal enablement programs are designed to prepare our consultants to achieve this, with senior management personally involved in grooming the consultants with numerous years of their experience with customer management.

Capabilities and Maturity plays major role in delivering differentiated value to customers, and Invenio’s investment is around matured industry experts who can confidently deal with every business problem differently, and showcase optimal value to customers. Our investment into Subject Matter Experts around every business helps us creating business solutions, not just technical solutions. Every customer engagement, irrespective of type and size, will have SME contribution throughout the lifecycle, from discovery to deployment.

Invenio's hybris Subject Matter Experts and Technical Architects work with internal team in creating ready-to-use re-usable components that can potentially solve every customer’s standard business challenges, and these re-usable components help to reduce the time to market and benefit the customers. These components are developed with strict quality adherence and testing process.

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