A pioneer of modern large-scale distribution in Morocco since 1990, Marjane Holding marks a new stage in its digital transformation with the ambition to position itself as the leading pioneering player in omnichannel distribution in the Kingdom.
“Tomorrow part of our job as a trader will be technological and digital. This is why for the past few years we have been integrating digitalization into our activities with, in 2020, a real acceleration of the taking into account of the digital dimension and the implementation of omnichannel at the heart of all our activities, and this in connection with the profound transformation affecting our customers and their consumption patterns. »Specifies Mr. Ayoub Azami, Chairman and CEO of Marjane Holding.
Marjane Holding launched its E-Commerce in July 2020, with a customer experience meeting international standards both technologically and in terms of the services offered and this in industrial mode.
For the first time in Morocco, Marjane Holding’s e-commerce allows its customers to shop from a selection of 6,000 items at store prices with stocks updated in real time. Customers can thus choose and order their shopping which is then delivered to their homes the same day according to the time slots chosen, in refrigerated vehicles.
Marjane Holding’s e-commerce offers online payment, with a specific feature that the customer is not debited until after receipt and acceptance of his delivery. Payment can also be made on delivery, and can be made by credit card from Marjane’s delivery staff, all equipped with TPE.
Many features have been developed allowing the customer to consult his loyalty area, his purchase history in store or online and all his personalized offers… ..
The mobile application has generated over 600,000 downloads with nearly 400,000 active users each month. E-Commerce has created more than 100 jobs since its launch.
The creation of the e-commerce channel immediately imposed increased demands on the mastery of the fundamentals compared to the physical distribution network” explains Mr. Ayoub Azami, CEO of Marjane Holding. And to add “We therefore decided that, to be even more effective on these fundamentals, we had to revisit and optimize some in depth by resorting to more automation. This has generated significant transformations both culturally and technologically ”.
As a sign of Marjane Holding’s digital commitment, the group has invested in the digitization of its subsidiaries (Marjane, Marjane Market, etc.), of its Supply Chain, etc., nearly 250 million dirhams since 2018.
To support and sometimes even transform consumption patterns, Marjane Holding has defined a digital roadmap through which the group intends driver the market. This roadmap revolves around another strategic and structuring objective: to make customer knowledge a competitive and differentiating asset.
Data is at the heart of Marjane Holding’s digital transformation. It mainly comes from the nearly 100 million annual customer transactions carried out by Marjane and Marjane Market. Collected, stored and processed, in accordance with the regulations on the protection of personal data, this data is used to optimize the range, personalize the offer and develop a pricing dynamic.
Commenting on this choice, Ayoub Azami said : “A better knowledge of our customers will allow us to sustainably support our mission, namely to serve as many Moroccans as possible by offering them a wide choice of products that meet their needs, under the best price conditions and with the best customer experience.«
“By multiplying the points of contact between consumers and its brands through the various sales channels available, Marjane Holding is making omnichannel another major stake in its strategy” explains Ayoub Azami.
The group relies on the strength of a network of more than 120 points of sale in 30 cities by creating a synergy between its physical and digital channels. This approach allows for the gradual transformation from mass marketing to personalized marketing, so as to meet the needs of each client more precisely.
The Supply Chain of the group has been completely revised. Marjane Holding has invested nearly 130 million dirhams to centralize its logistics chain and digitize it with, among other examples, voice-activated processes and guidance by artificial intelligence.
The y are thus connected to the Holding so as to facilitate the management of their commercial relationship with Marjane Holding (for example, they have access to store stocks so as to better manage their production, the evolution of sales in real time or even the monitoring of the status of their regulations).
The group plans to implement new innovative and fully digital business models in the near future. More than simple instruments, they will be real platforms able to provide real added value in terms of customer experience.
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