Innovating commerce, brick by brick
The Middle East’s leading shopping mall retail and leisure pioneer, Majid Al Futtaim Fashion, delighted customers with an outlet of UAE Lego Certified Stores in Abu Dhabi in 2014. Three more stores followed in Dubai, and two in Kuwait. After this expansion, the company selected Emakina in Dubai to bring the brand experience to customer online through digital commerce.
The first aim was to give fans in the Middle East access to the iconic brand with a user-centric, state-of-the-art online store, showcasing standard products and exclusive product lines. The second focus was on integrating the project into a powerful and flexible multi-brand management platform, to support future expansion.
Emakina created a new e-store for UAE Lego Certified Stores that seamlessly unites all key commerce functionalities and offers extra tailor-made features for loyalty customers. The colourful, efficient website is based on a headless reference architecture approach.
We implemented the first worldwide SAP Commerce Cloud release in a headless reference architecture. This decoupling of the back- and front-end allows for independent work and quicker integrations, greater experimentation and nuanced personalisation for users.
The reusable components make webstore management easier, monitored and scalable for new brand and market rollouts. As a result, the retail leader will soon be able to launch even more state-of-the-art brand shops with Emakina’s support. As a bonus, a single team can now manage all content in a consistent, seamless environment that is remarkably easy to operate.
The intuitive shopping experience is giving customers who are unable to walk into a physical store a way to enjoy the fun of the UAE Lego Certified Stores experience. The high-performance platform will soon host more brands in more markets, thanks to innovative ‘plug and play’ implementation that only requires front-end work. The technology allows continuous UX updates based upon customer preferences, so that users guide the way forward.