Today, 95% of Al Ghandi customers regularly use the AGEA Shop. Moreover, in its first year, the site’s reputation for speed and efficiency enabled the company to double its customer base from 1,600 to 3,200. Another benefit of the digital transformation is that Al Ghandi has gone paperless, which helps the company meet its sustainability objectives.
Despite the site’s success, Dr. Krishna says that a small percentage of customers remain resistant to change, often because they do not have the technical capability to make online purchases. To help them, Al Ghandi used the Commerce headless architecture to create a progressive web application (PWA) available as an SDK that allows them to buy products in minutes from their mobile device. The company plans to convert the PWA into a hybrid application available from the App Store and Google Play.
Dr. Krishna and his team are using Commerce analytics to drill into customer acquisition, account growth, sales, and conversion on a daily basis; and to better understand how customers are using the AGEA Shop.
“We look at how many customers are coming per day, whether they have created orders or inquiries, and which products they are interested in,” says Mohamed. With the data insights, they are fine-tuning the product lineup, introducing promotions, and refining the site layout.
The analytical capabilities also enable the company to track the use of sales and service staff on customer-centric activities such as generating quote, responding to queries, or fulfilling custom orders. It is also possible to see whether actions have led to a sale. This visibility – which also shapes internal training and development efforts – has led to improved levels of customer service and more effective resourcing of the business.
For their part, Al Ghandi staff find Commerce easy to use and like its intuitive features and functionality. Critical operational measures such as security and uptime are exactly where they need to be, according to Dr. Krishna.