GMG lays foundation for rapid growth with new digital transformation project
The family conglomerate Gulf Marketing Group (GMG) is embarking on a vast digital transformation project that will improve its operations in its various business divisions as part of its international growth strategy.
GMG is moving towards unified commerce through a customer-centric approach to bring together the front-end experience and back-end applications to better organize and analyze data for meaningful customer experiences. Using state-of-the-art architecture, the company aims to build a technological base to improve the resilience and agility of the business.
As part of an enterprise-wide digital transformation strategy, GMG will take a cloud-centric approach and leverage advanced data intelligence solutions including big data and analytics to drive innovations and product development. In addition, the digital transformation will allow GMG to capitalize on new business opportunities as the conglomerate continues to diversify its operations in sectors such as sports, health and food, while opening new offices in the Middle -East and expanding its presence in Southeast Asia.
Sunil Nair, Group CIO, GMG, said: âGMG’s business has grown rapidly over the past few years and the group has an ambitious growth plan for the next five years. As a strategy, digital transformation is no longer a “good to have” but a “must-have” for a scalable company. At GMG, we will move the necessary levers of change management, processes, practices, technology and talent to continuously develop and evolve our internal capabilities and skills to increase the resilience of our business and better adapt to a dynamic world. Guided by GMG’s customer-centric approach, we leverage next-generation technologies not only to better understand, but also to better serve our customers through our omnichannel, whether in-store or online.
The company has already adopted advanced digital solutions across its business portfolio, working with partners such as Salesforce, SAP and PwC in recent years. This is in addition to the more than 150 experts now working in-house to support GMG’s digital transformation agenda. GMG’s latest phase of investments in digital transformation is focused on three key business goals: improving the customer journey, providing high-quality customer service, and improving access to inventory in approximately 550 stores around the world.
Mohammad A. Baker, Vice President and CEO of GMG, added: âDigital transformation for GMG is about looking beyond marginal improvements and rethinking processes, creating a connected engagement made possible by the meaningful application of technology. At GMG, we always challenge ourselves to find innovative ways to add value to our partners and customers. Our latest digital transformation project will allow us not only to optimize our business operations, but also to deliver an enhanced customer experience across our diverse portfolio of companies.
GMG has stepped up its omnichannel retail strategy to capitalize on the region’s e-commerce boom, with nearly half of the region’s consumers likely to increase their online shopping this year compared to last year. Earlier this year, GMG rolled out an extensive omnichannel ecosystem that improves customer accessibility to major GMG sports brands through digital and mobile commerce platforms. Such efforts have helped GMG Sports maintain its position as the largest sports retailer in the MENA region, with online sales more than doubling in volume between 2019 and 2020.
Today, GMG oversees a diverse portfolio of activities ranging from sports, health, food and logistics. The company has introduced more than 90 brands to the Middle East, including Nike, Vans, Columbia, and North Face. GMG has also created local, quality-focused brands such as Sun and Sand Sports, the largest sports retailer in the Middle East, leading healthcare brand Supercare Pharmacy, food brand Farm Fresh and logistics provider. Trilogi.
Under the ownership and management of the Baker family, GMG has grown into one of the leading family-owned holding companies in the Middle East affiliated with the world’s most successful and respected brands. Operating in the GCC region and internationally, GMG has introduced several brands in the Middle East, while creating reliable and quality-oriented local brands.
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