Majid Al Futtaim Retail – Carrefour’s Successful Big Transition to Online Presence

Abstract

This case study offers an analysis of the main success drivers that allowed Majid Al Futtaim Retail, operator of Carrefour in the UAE, a major chain of hypermarkets and supermarkets, to undertake a digital transformation and achieve its objective of successfully launching their online grocery business in 2018. Within one year of launching their e-commerce business online, Carrefour UAE was able to achieve a 100% growth in the number of orders and a 110% growth in the number of new customers. Therefore, how did this company that is headquartered in the UAE and operates in 16 international markets, do it? And what did it take to digitize a business that has been operating in the traditional retail business for more than 20 years? Our analysis of Carrefour’s business model and Majid Al Futtaim Retail’s approach to launching their online business in the UAE shows that the main reasons behind their success were having a data-driven approach, adopting a customer-obsessed mindset, building an employee-centric culture and ensuring that continuous innovation is taking place across all business functions, all the time.¹

Citation

Yousef, L.S. (2021), "Majid Al Futtaim Retail – Carrefour’s Successful Big Transition to Online Presence", Vel, P. and Gomišček, B. (Ed.) Corporate Success Stories in the UAE: The Key Drivers Behind Their Growth, Emerald Publishing Limited, Leeds, pp. 109-119. https://doi.org/10.1108/978-1-80043-578-020211008