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Transforming UAE's Largest Consumer Cooperative with Superior CX Capabilities
Established in 1982, Union Coop is the largest consumer cooperative in the UAE. It operates 23 hypermarkets, 4 malls (Al Barsha Mall, Etihad Mall, Al Warqa City Mall, and Al Barsha South), and 2 grocery chains: Mini Coop and Coop - the first-ever smart shopping concept introduced in many of its branches in the MENA region.
Apart from the hypermarket stores across the UAE region, it also serves the consumer grocery needs via an online webstore and mobile application. Following the EoL of Magento 1, Union Coop collaborated with Krish to reinvent its online store to render a superior shopping experience.
"The biggest part of our digital transformation is changing the way we think."
Challenges
- Inadequate capacity of existing Magento 1 platform to accommodate 200k+ products and 230k+ customer data
- Old and outdated webstore design and non-responsive mobile experience hindering the interactiveness(UI) and user-friendliness
- Limitations of the existing platform to facilitate multi-store inventory and deliver consistent quality CX
- Increasing the marketing and store performance capacities with improved platform functionalities
- Hurdles in the scalability of the existing mobile application and not being able to leverage the latest technological features due to Magento 1 EoL
- Reducing the site infrastructure cost by exploring cloud capabilities and adding scalability to grow forth
Solution
Union Coop has been the face of the FMCG industry in UAE for a long time. But, in this age of hyper-digitization, it was bound by the shackles of an outdated eCommerce platform. It needed an up-to-date digital commerce fix.
Leveraging the latest version of Magento 2 was the perfect solution that could accommodate the massive product catalog and colossal consumer base like a cakewalk.
The eCommerce experts at Krish followed a full-proof strategy to deliver a highly customized and intuitive cloud-based commerce solution to help Union Coop perform with increased operational efficiency.
The Strategy
Krish executed a seamless migration from Magento 1 to Magento 2 on the cloud for a robust eCommerce solution. The customer experience was built with a customized registration flow with API for a single sign-in. Custom grocery and order fulfillment modules were created to facilitate shipping options like slot-based delivery and click & collect to render a hassle-free purchase experience.
Catalogs for products were created and managed as per various customer segments. Various site enhancements like search and mobile responsiveness were added to improve CX. For a better post-purchase experience, we integrated a consumer helpdesk to manage the queries. Adobe Sensei was yet another feather in the cap for higher conversions and increasing the CLTV.
Technology
Mobile First Design
Client Speaks
Kashif Rasheed
Project Manager"We are glad to have developed a great partnership with Krish and commend their dedication to our eCommerce store. We applaud their attention to detail and innovative approach to formulating and executing a seamless commerce solution for our digital presence."
Result
Although recent, the Magento upgrade has been a welcome addition for Union Coop. It ended the limitations that came from the previous eCommerce platform and enhanced its CX manifold abiding by Union Coop’s mantra to stabilize the retail realm in the region with path-breaking initiatives. We all are looking forward to a long-lasting and successful partnership with Union Coop in the years to come.
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