Technology : Adobe Commerce (Magento 2)
African + Eastern Direct is a premier alcoholic beverage delivery service serving the wide-ranging needs of the people from Abu Dhabi and Al Ain. The brand is renowned for its excellent customer service, knowledge, industry experience, and amazing offers. Customers have the liberty to choose from over 1000+ products for same-day delivery at home.
African + Eastern stocks the world’s leading and best-regarded brands of spirits, wine, Champagne, beers, and ciders. What started in 1962 as a humble trading company, has today metamorphosized into the largest importer and distributor of the world’s premier alcohol brands in the Middle East and Arabian Gulf region. African + Eastern collaborated with Citytech Software to reinvent its online store to render a superior shopping experience to customers.
African+Eastern aims to regale its customers with great service, access great brands, and provide amazing deals. It operates over 30 stores in the UAE and 5 more in Oman. The enterprise also serves the region’s leading hotels, restaurants, clubs, lounges, and international hospitality chains with their beverage needs. Citytech understood the need for the business to expand its horizons in the online domain and facilitate hassle-free shopping options like slot-based delivery and implementing a one-step checkout process. The business can advertise its promotional offers to customers through marketing automation enabled by Klaviyo and generate promotional emails and run promo counters on the website.
In Dubai, customers require a license for purchasing alcoholic beverages from the LicenseDxb portal. Citytech, through an API, has created a mechanism to check purchase licenses and if the customer has an account on LicenseDxb.com. In the absence of a valid account, it displays a message, and in case the customer has an account, it allows them to log in and purchase with the same credentials.
African+Eastern has multi-stores and the implementation has enabled them to integrate their inventory and offer location-specific prices to customers. The ERP integration with Oracle JD Edwards has enabled the business to amalgamate all its key processes and get a detailed view of chief practices. To improve customer service, African+Eastern has implemented a feedback form on the Orders page to work on suggestions.
African+Eastern caters to a very niche audience and has a wealth of experience in navigating cultural sensitivities and nuances. The business inspires audiences to find their most loved and new favourite alcoholic beverages and bring them directly to their door through their online portal. Magento implementation has enabled them to serve the taste of their audience and fulfill customer demands successfully. Citytech has considerably improved the customer experience of the website and is looking forward to a long-lasting and successful partnership with African+Eastern in the future.
Business Development Officer
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