MeMega

Pioneer Retailer Beats Online Sales Target by 50 Per Cent with E-Commerce Solution

In 2009, MeMega started a successful retail business providing the latest technology products to customers in the Kingdom of Saudi Arabia. But the innovative company also saw an opportunity to provide products online to local customers. In mid-2007, it enlisted the expertise of e-commerce provider BTAT to create an end-to-end e-commerce solution based on Microsoft Commerce Server 2007. Since deployment, the company has exceeded sales targets by 50 per cent.

Business Needs
MeMega is an online and retail technology provider based in the Kingdom of Saudi Arabia. The company was one of the first technology specialists in the region and it enjoys an ongoing reputation for delivering high-quality, customer-focused products and services. It has introduced a number of unique products into the region, including next-generation interactive gaming technologies. It currently employs more than 100 people at its headquarters in Jeddah.

In 2007, MeMega saw a niche for providing a sophisticated, locally based, online retail experience for the Kingdom’s customers. John Hinde, Commercial Director at MeMega, says: “Around 20,000 purchases were being made each month by customers in Saudi Arabia on European and American Web sites such as Amazon. With broadband Internet becoming increasingly popular, we knew that online shopping was on the brink of becoming as routine here as it is in Western countries.”

The pioneering company knows that first impressions count, so it wanted to create a highly competitive offering from the start. “MeMega wanted to attract customers and guarantee their loyalty by offering a great range of products that are delivered swiftly. We wanted to personalise our service, and make it easy for people to purchase what they want without experiencing technical problems,” says Hinde.

In early 2007, the company asked several vendors to submit proposals for a solution that could provide a unique shopping service, while also being easy to support, use, and deploy.

Solution
MeMega considered a number of options, including a solution based on Storefront. The winning proposal solution for MeMega is based on Commerce Server 2007, which provides a set of tools for developers, IT professionals, and business users to develop, deploy, and manage end-to-end e-commerce applications. It incorporates a range of technologies, including Microsoft Dynamics CRM 4.0, Microsoft Dynamics NAV 5.0, Microsoft SQL Server 2005 data management software, and Microsoft BizTalk Server 2006. “We chose Microsoft technologies for ease of integration. It meant we could get our solution to market faster.”

The modules in Commerce Server 2007 where used to create secure, multilanguage customer-facing services that connect to Microsoft Dynamics CRM and Microsoft Dynamics NAV.  “The wide variety of features and customisation tools available in Commerce Server 2007 and its ease of integration ensure we can provide customers with many flexible solutions. For example, users can create personal shopping profiles on the MeMega portal, receive price alerts, refer friends, and receive short message service (SMS) and e-mail notifications. They can also read products reviews, watch videos and multimedia files, or compare product specifications and prices. Customers can also view order status and contact MeMega online live support agents.”

Microsoft Dynamics CRM captures personal data, which is displayed to the online user, and can be accessed by customer service representatives who need to answer customer product queries. Capturing this data also provides the business with data to plan targeted products and promotions.

Microsoft Dynamics NAV business management software handles all MeMega financial processes, inventory, warehousing, and procurement tasks. For example, after purchasing a product, the customer’s order is automatically processed, and the dispatch courier provider is notified electronically.

The MeMega Web site went live on 1 June 2009.

Benefits
Establishing itself as a pioneer with an exceptional, reliable service means that MeMega has a head start on its local competitors. Online sales have already exceeded targets by 50 per cent. Hinde says: “Sales and customer feedback on our Web site points to the same thing— performance, choice, and ease of use combine to give us a winning formula.”

• Sales have surpassed expectations by 50 per cent. MeMega beat its Web sales target by 50 per cent within six months of deploying the e-commerce solution. The potential for growth is huge as more of the Kingdom’s citizens use home broadband to connect to the Internet and become familiar with online shopping.
• Time to market is fast. Speed of deployment was one of the key reasons that the solution for MeMega surpassed the competition. “As a retailer you want to be first to provide your customers with great solutions—fast. Microsoft Commerce Server 2007 was delivered very quickly and is highly robust,” he says.
• Web site performance is reliable. The solution’s performance removed several of the main barriers to attracting online shoppers. “Customers become frustrated when pages drop out or take too long to load on the screen. We’re delighted to have created a service that avoids these problems,” says Hinde.
• Customer orders are dispatched quickly. As soon as a customer places an order, the information is automatically sent to the company’s courier. This approach ensures that customers receive their goods promptly—usually the next day.
• Customer service is exceptional. It’s quick and easy for customers to see their order status online, without the inconvenience of time-consuming phone calls.
• User feedback is positive. In keeping with the company’s fresh, modern appeal, MeMega offers customers the opportunity to join up to its global social networking page where they can share their experiences and read product reviews. Users have already expressed positive feedback about the site.