Introduction
El-Abd Foods is a renowned patisserie and bakery chain in the Egyptian market since 1974, its very first branch opened doors on Talaat Harb Street.
El-Abd was the beginning of a whole new chapter in the production of Eastern and Western sweets as well as bakery in Egypt!
Since then, historic El-Abd carved its name on every household and every traditional occasion, by sharing people’s happiness by offering a variety of high-quality products.
Business Environment
The novel COVID-19 outbreak influenced the local F&B industry, especially patisserie industry badly.
From brick and mortar closures to restricted resource supply, all the way to people concerned about buying food amidst uncommon pandemic, the industry
underwent the biggest challenges ever faced. The business environment as it is known took a big hit and only a deeply rooted enterprise would be able to make it to the other end. More than ever, it has now become clear that improving digital sales and channel integrations are the most efficient risk management tools for an optimized outcome.
The Challenge
With reduced offline and physical activities, and little to none stores opening its doors to the public, the challenge was to uphold the sales drop during these hard times became inevitable, in addition to numerous challenges which needed to be addressed.
First of which, is the online accessibility to reroute orders to online channels and enable doorstep delivery. This made it necessary to have one platform that merges offline orders (orders by phone /walk-in customer orders) beside online orders, whether via website or through 3rd party orders (Otlob & Elmenus orders), for smoother operations. The logistics challenge needs skilful treatment: to engage rapid delivery operations to deliver fresh foods to customers’ doorsteps.
Strategy
The Strategy was to cooperate with El-Abd Foods team to create an online maturity, single platform. Such a maturity model implemented a detailed roadmap to uplift the whole online commerce business. Thus, Link TSP has put together its accumulated experience and cutting-edge technology to tailor a custom design for El-Abd Foods.
Which allowed El-Abd to maintain high operation levels and continue serving their clientele without breaks.
Execution
1- LINK TSP took El-Abd Foods online!
LINK TSP enables El-Abd Foods to go live online in an unprecedented time of ONLY 14 DAYS!
This was critically important to put a stop to sales drop and slow market dynamics during COVID-19, and hold back the losses in physical stores and resources.
2- LINK TSP built El-Abd Foods all-in-one Omni-Platform!
On a big scale, LINK TSP managed to implement an integration process among all business channels from offline walk-ins orders to the company orders to the company website & 3rd party outlets; all became now synced together and managed from one single platform.
3- LINK TSP stepped-in with its Xretail business suite solutions!
Utilising its vast experience in customer relation management, LINK TSP implemented new modules in Xretail customer support solutions, the likes of call-center, point of sales (POS) & multi-store modules.
Delivering unified management & customer experience across all channels.
Results
The collective efforts resulting from business collaboration with El-Abd Foods yielded
its set goals positively, and enabled the business to smoothly carry on with its mission
as a market leader, leading both by reported shares, and by example, during such hard times.
Link TSP work strategy has enabled El-Abd Foods to achieve the following:
1- Represent The Brand & Products Out of Rush Season
Giving a true example of brand identity communication and represented products, which sends a message out of rush season.
2- Optimize Operations Processes
Via easing operations cycles and cutting down the manual part to less rates, operations timings and quality was able to surge to higher levels in a much-needed phase of the business.
3- Eliminate Fake Products Stock Issues
No more stock and SKU issues resulting from fake or unwanted products on the list.
4- Higher Customer Satisfaction
End-Users satisfaction rates have increased dramatically as a result of curated product listing and optimized operations, resulting in even better MoM and larger pool of returning customers.
5- Solved Logistics Issues
Last-mile delivery metrics were enhanced positively by accelerating the delivery periods and less downtime. That in addition has lessen wrong orders & returned deliveries.
This does not only optimized delivery operations, but also placed fresher, neatly packed El-Abd Foods directly on many more door steps.
