Saudi Arabia's Basamh Digitally Transforms to Drive GCC's USD 253 Billion Retail Market
• Basamh Gains Real-Time Decision-Making in FMCG with SAP Solutions
RIYADH, Kingdom of Saudi Arabia — 5 May 2021: Basamh Trading and Industries Group, one of Saudi Arabia’s most successful purpose-led fast-moving consumer goods (FMCG) businesses in in the Middle East and Africa, announced today its digital transformation is driving the GCC’s USD 253 billion retail market.
Thanks to robust population growth, the rise in e-commerce, and multi-national brands entering the region, the GCC’s retail market has topped USD 253 billion, according to Alpen Capital.
Basamh, with top brands Goody, Cofique, and Treva, and a distributor of a range of quality brands such as Perfetto, Betty Croker, Nature Valley, Bugles, Best Mix, Glade, Raid, Pledge and Windex, is supporting FMCG innovation with its 5-year digital transformation strategy LEAP, with global technology company SAP. Central to the strategy is the Leap to Digital (L2D) program that is enabling sustainable profitability.
With a world-class enterprise resources planning system, Basamh has standardized, streamlined, and integrated business processes across finance, procurement, sales, and distribution. Basamh’s solutions cover nearly 1,200 employees in 12 branches in Saudi Arabia and the UAE.
“In the highly-competitive fast moving consumer goods field, Basamh needed to improve our on-time delivery, increase our salesforce efficiency, and automate reporting and employee self-services to enhance business competitiveness,” said Khalid Temairik, Group CEO, Basamh Trading and Industries Group.
In response, Basamh implemented the SAP S/HANA real-time business suite and SAP SuccessFactors human experience management suite with channel partner LABS. Basamh also implemented the SAP Extended Warehouse Management solution with channel partner Westernacher, and various enterprise solutions with the channel partner Vistex.
“Thanks to our digital transformation with SAP, Basamh has improved management decisions and business planning,” said Maher Barrayah, Group CFO, IT & Procurement. “We’ve also standardized business processes, enhanced customer and supplier experiences, and can scale up for future business growth.”
Recognizing its success, Basamh has won an SAP MENA Quality Award - Gold in the category Business Transformation – Middle East North. Judges praised Basamh for successfully managing the complex project by taking three key actions: change management and constant communication with employees, training employees on digital skills, and organizational change in restructuring companies.
“This is just the start of our journey to digitally transform Basamh group, and we are commitment to continually deliver with quality to enable further digital innovations for the group” said Osama Islam, Group IT Director.
“Basamh’s award-winning digital transformation shows how Intelligent Enterprises can leverage a strong digital foundation to drive business growth and innovation,” said Ahmed Al-Faifi, Senior Vice President and Managing Director, SAP Middle East North. “As a Saudi digital leader, Basamh is implementing high-impact digital opportunities that are enhancing customer experiences, enabling seamless operations, and empowering high-performance digital teams.”
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