Saudi firm Basamh driving GCCs $253bln retail market

Thanks to robust population growth, the rise in e-commerce, and multinational brands entering the region, the GCC’s retail market has topped $253 billion, according to Alpen Capital.

Basamh, with top brands such as Goody, Cofique and Treva, and as a distributor of a range of quality brands such as Perfetto, Betty Crocker, Nature Valley, Bugles, Best Mix, Glade, Raid, Pledge and Windex, is supporting FMCG innovation with its five-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 and 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: Changing 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, and we are commitment to continually delivering 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.”