Emakina Develops New LEGO® UAE Certified E-Store Website For Majid Al Futtaim Fashion

The new LEGO® UAE certified store created for Majid Al Futtaim Fashion by digital agency Emakina in Dubai is the first worldwide SAP Commerce Cloud release in a headless architecture, using the Spartacus storefront. The flawless implementation in only 5 months sets a new standard for SAP Commerce projects in the Middle East and beyond. The high-performance platform will soon host more brands in more markets, thanks to innovative 'plug and play' implementation that only requires front-end work.

The first UAE LEGO© Certified online store in Dubai, Abu Dhabi and Kuwait

Majid Al Futtaim Fashion is a leading shopping mall, retail and leisure pioneer across the Middle East, Africa and Asia. The company selected Emakina in Dubai for its challenging SAP Commerce Cloud project, because of the digital agency's vast experience in digital commerce and user experiences.

Majid Al Futtaim Fashion represents global brands such as LEGO, Maison Du Monde, Lululemon, and Crate and Barrel. it opened the first LEGO© Certified Store in Abu Dhabi in 2014, followed by 3 stores in Dubai and 2 in Kuwait the next year. The iconic LEGO brand can now also be enjoyed via the first UAE LEGO® Certified online store in these markets, offering all standard LEGO products and exclusive product lines.

Breakthrough commerce innovation, brick by brick

Emakina delivered the UAE LEGO® Certified online store as part of a new brand management platform in record time. Working in an agile and flexible way, the team united all key commerce functionalities plus extra tailor-made features for loyalty customers in only 5 months. The colorful and efficient website is based on a headless 'Reference Architecture' approach: the front- and back-end are operated independently, and clear integration guidelines keep the team on track at all times.

Building a competitive commerce edge for Majid Al Futtaim Fashion

Majid Al Futtaim Fashion gains a clear competitive edge with this innovative SAP Commerce Cloud solution. The reusable components make webstore management easier, monitored and scalable for new brand and market rollouts. As a result, the retail leader will soon be able to launch more state-of-the-art brand shops with Emakina's support. As a bonus, a single team can now manage all content in a consistent, seamless environment that is remarkably easy to operate.

A technology 'first'

This is the first global SAP Commerce Cloud solution unleashing the power of the Spartacus application. Emakina used this lean, Angular-based extensible JavaScript storefront with a Spartacus framework and a structure that make it possible to deliver a progressive web app or PWA. This new application model allows progressive content downloading, APIs and browser plugins, while bringing benefits of native mobile apps to the mobile browser.

"It is exciting for Emakina to be on top of the new digital wave with Majid Al Futtaim Fashion, in one of the leading global retail markets," comments Murat Yoldas Ertugrul, VP Emakina Turkey & GCC.

Fahed Al Ghanim, Acting CEO of Majid A­­l Futtaim Fashion, said:
"Providing an exceptional customer experience through inventive methods is among our highest priorities at Majid Al Futtaim Fashion, whether shoppers are in our stores or using our digital platforms. We needed a partner to meet this need with a launch as significant as our first LEGO-certified store, and Emakina had all the credentials to do so. The platform provides customers with an effortless and intuitive online shopping experience as they explore LEGO's latest products, yet also provides us with much-needed flexibility to continue growing our digital presence."