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Enabling Omnichannel for Brands

Leading multinational conglomerate in the Middle East

Iksula’s Headless strategy drives B2C Omnichannel success in MENA market  

The Customer’s 8 leading brands adopted Omnichannel strategy, resulting in improved customer experience across their mobile app and website platforms. Iksula suggested Headless approach, enabling brands to deliver a seamless and personalized experience to customers across all touchpoints. By using this approach, these 8 brands are able to efficiently manage their mobile app and website content, products, and promotions, resulting in increased conversions and customer engagement. Additionally, headless commerce allows for faster, more flexible development, making it easier for these brands to keep pace with rapidly changing customer needs and technologies.

About the Customer:


A UAE-based conglomerate known for its diversified portfolio in real estate, hospitality, and construction, has also embraced a digital approach. The company is investing in digital technologies to enhance their operations, customer service, and sales.

The Problem: 

  • As a business user, the challenge of managing and updating content and products across multiple channels for 8  brands was daunting. The customer was looking for some solution, which could enable them to have a common backend for all 8 of their brands, while maintaining individual front-ends for each brand.

  • They were also looking to efficiently manage and update content and products across all touchpoints, resulting in a seamless and personalized customer experience.

  • Other key pain point was to provide customers with a consistent experience across all channels, including stores, website, and mobile app also they were  targeting to increase conversions and customer engagement.

  • The customer operates in multiple countries and serves customers speaking multiple languages, which is why their prime need was to  implement a multicountry, multilingual, and multicurrency setup. This setup would have allowed them to easily manage and display prices, products, and content in the local language and currency, resulting in a better customer experience.

Iksula Engagement:


  • The Click n Collect service had been successfully implemented, providing customers with a convenient and efficient way to place orders online and pick them up at a physical location. The service had been well received by customers, as it allowed them to save time and avoid delivery delays.

  • An inventory reservation system had been put in place to ensure that products were available for customers to purchase. This system had been designed to automatically update the inventory levels in real-time and prevent overselling of products.

  • Catalog automation, including initiation and push to production workflow on staging, and publish workflow on production, had been implemented to streamline the process of updating the online catalog. This automation had greatly reduced the time and effort required to update the catalog, allowing the company to keep it up-to-date more frequently.

  • Campaign management had been implemented, enabling the company to easily create and launch marketing campaigns to promote their products. This feature had been extremely useful in increasing brand awareness and driving sales.

  • Integration with ORACLE had been established, allowing the company to better manage their inventory and customer data. This integration had provided the company with valuable insights into customer behavior and preferences, which could be used to improve the customer experience.

  • A custom CMS had been developed to give the company more control over the look and feel of their website. This CMS had been tailored to the company’s specific needs and had been user-friendly, making it easy for the company to make updates to the website.

  • React JS frontends had been implemented for enhanced customer experience, providing a more seamless and intuitive browsing experience. This implementation had resulted in an increase in website traffic and customer engagement.

  • Omnichannel capabilities had been integrated, allowing customers to interact with the company through multiple channels such as website, mobile app and social media. This integration had provided customers with a consistent experience across all channels and had resulted in increased customer loyalty.

  • A headless architecture had been adopted, which separated the front-end and back-end of the website, allowing for more flexibility and scalability. This architecture had allowed the company to easily make updates to the website without affecting the customer experience.


Key Business Benefits


The key business benefits they got from these solutions include:

  • Enhanced Customer experience – With the implementation of React JS frontend and Click n Collect, the customer  was able to improve the overall customer experience by providing an easy-to-use online store that allows customers to place orders anytime and delivery pickup from store. This helped to increase sales and customer satisfaction.

  • The inventory reservation system had ensured that products were always available for customers to purchase, preventing overselling and reducing the risk of stockouts.

  • The automation of the catalog updating process had also brought several benefits to the client. Firstly, it had greatly reduced the time and effort required to update the catalog, allowing the company to keep it up-to-date more frequently. This had resulted in an improved customer experience, as customers had access to the most recent product information. Secondly, the campaign management feature had enabled the client to easily create and launch marketing campaigns, which had increased brand awareness and driven sales.

  • The custom CMS had also enabled the client to have more control over the look and feel of their website, which had resulted in a more professional and polished online presence.


Overall, Iksula helped the customer improve their eCommerce operations, enhance customer experience, and increase sales by implementing the above-mentioned solutions. 


Iksula enabled the option to click & collect. which reduced the Return Rate for Nayomi from 30% – 15%.


They were able to achieve 20% improvement in customer service center productivity and +200% SEO-driven Sales in 2020.


Iksula also helped increase the Average Basket Size by 70% AoV by 23% and reduces the Average Bounce Rate by 35%.


3X Online Orders with in-store pickup and Conversion Rate of 0.85% to 1.15% for Website.


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