“The sourcing logic is a really complicated piece of work but provided us with the flexibility to fulfil orders seamlessly from multiple stores,” Tarek said.
“Early on in this project, we decided to opt for an omnichannel approach that circumvented the need for a centralised warehouse. We source from our stores across the UAE and KSA, and this in itself presented us with a set of logistical and business rule challenges.
“But through a complex yet smart piece of middleware, our sourcing logic is able to incorporate many strands to ensure a smooth operation. This has enabled us to provide consumers with a true omnichannel experience including shopping online, click-and-collect, as well as having the flexibility to exchange or return items both online, or in any of our stores.
“The customer experience is very important to us. If a customer walks into a store and can’t find their size, we can direct them to find their size online and have it delivered to them.
“It’s a unique system we now have in operation, custom built for us – and kudos to Redbox for fulfilling these requirements.”
Dubai-based Beside Group is the Middle East partner of several European premium brands, with over 25 years’ experience in fashion retail and distribution..