In just five month Emakina on behalf of Majid Al Futtaim sets new standards for SAP Commerce projects in the Middle East.
Emakina – a digital agency in Dubai – has created the first worldwide SAP Commerce Cloud release in a headless architecture, using the Spartacus storefront.
“It is exciting for Emakina to be on top of the new digital wave with Majid Al Futtaim Fashion, in one of the leading global retail markets,” says Murat Yoldas Ertugrul, VP Emakina Turkey & GCC.
The high performance platform will host the first UAE LEGO Certified online store in Dubai, Abu Dhabi and Kuwait. Majid Al Futtain Fashion – a leading shopping mall, retail and leisure company in the Middle East, Africa and Asia – selected Emakina for its challenging SAP Commerce Cloud project and its vast experience in digital commerce and user experience.
In 2014, the organisation became the first to open a certified LEGO store in Abu Dhabi, followed by three in Dubai and two in Kuwait. As a result of the project those in the UAE can now purchase LEGO via the organisations Certified online store created by Emakina.
Breakthrough innovation
As part of a new brand management platform, Emakina established the UAE Certified online LEGO store with agility and flexibility, by uniting all key commerce functions alongside additional tailor-made features for loyalty customers in just five months.
The website is based on a headless ‘reference architecture’ approach, in which the front and back-end are operated independently, with clear integration guidelines to keep the team on track.
As a result the company aims to gain a competitive edge by harnessing the SAP Commerce Cloud solution. The reusable components are expected to make webstore management easier, monitored and scalable for new brand and market rollouts. The retailer will also be able to launch state of the art brand shops with a single team managing all content for consistency and a seamless environment that is easy to operate.
‘A technological first’
The use of SAP Commerce Cloud is the first global adoption unleashing the power of the Spartacus application. Emakina has harnessed the lean, angular based extensibleJavaScript storefront alongside the Spartacus framework and a structure that can deliver progressive web apps or PWA, giving the new model the capacity for progressive content downloading, APIs and browser plugins, while also providing native mobile apps to the mobile browser.
“Providing an exceptional customer experience through inventive methods is among our highest priorities at Majid Al Futtaim Fashion, whether shoppers are in our stores or using our digital platforms. We needed a partner to meet this need with a launch as significant as our first LEGO-certified store, and Emakina had all the credentials to do so. The platform provides customers with an effortless and intuitive online shopping experience as they explore LEGO’s latest products, yet also provides us with much-needed flexibility to continue growing our digital presence,” comments Fahed Al Ghanim, Acting CEO of Majid Al Futtaim Fashion.
