Revolutionizing the E-commerce Experience for Sun & Sand Sports

GMG, a leading holding company in the Middle East, has witnessed a rapid surge of e-commerce demand for its Sports division. Online sales doubled in 2020 and the regional market is projected to reach $49bn by 2025. To stay ahead, GMG Sports' primary brand—

Sun & Sand Sports, the largest sports retailer in the MENA region—implemented a rebranding and omnichannel initiative, revolutionizing the e-commerce experience.

As the events of 2020 accelerated the shift towards eCommerce shopping, the company faced the challenge of embracing a digital transformation and implementing new technologies and investments. To effectively enhance the customer journey and ensure seamless access to inventory across stores, the focus of this case study is on the design strategy of Sun and Sand Sports' eCommerce website. The challenge lies in integrating the website into the overall omnichannel experience and incorporating it seamlessly into the customer journeys of users. Understanding and catering to the unique preferences and expectations of the Gen Z audience are crucial to remaining relevant and competitive in the retail industry.

The company's investment in a robust and flexible technology infrastructure enabled seamless integration between various systems. The company partnered with top technology providers to facilitate data sharing and synchronization. With all the back-end technologies set up, defined customer journeys are made possible on the website and mobile app. The new branding is adhered to on the eCommerce channel to ensure that the same tone, voice, and visual identity are maintained across all channels.