Retail & E-Commerce

Nestlé
Middle East

The modern retail market place is extremely competitive, especially in the diverse landscape of the UAE.  International brands often need to work with locally experienced partners in order to achieve their strategic goals more effectively.  Relevant expertise in terms of consumers and logistics can be a vital lifeline in ensuring operations are run correctly and in a cost-effective manner.  Following a regional tender process, Nestlé Middle East appointed Serindipity Solutions to implement the set up and on-going management of their three Nescafé ® Dolce Gusto ® flagship stores in the United Arab Emirates, both in Dubai and Abu Dhabi.  With our proven track record and expert local knowledge, Serindipity Solutions was able to provide all of the administrative needs and associated bureaucratic requirements from start to finish.  This included elements related to the holding company formation, regulatory alignment, visa and immigration paperwork for the company employees and creation of the logistics and supply chain model for all three stores.  Our design team was able to provide the framework for the structural design of the stores’ fabrication in line with brand guidelines and tailored to the on-site limitations.

Further operation support included the delivery of all human resource functions for the project such as the creation of a company code of conduct, induction plans, brand ambassador handbooks, manpower planning, recruitment process and grievance procedures. By handling all of these aspects, Serindipity Solutions was able to provide a seamless service that worked in tandem with the client’s messaging and timeline. Following the on-set of the global pandemic, Nestlé Middle East recognised the need to accelerate their e-commerce operations and expand their online presence. Given the success achieved by the initial stage of the project, Serindipity Solutions’ remit was expanded to lead the creation of four dark stores to replace and surpass traditional retail operations. The directive called for our team to create the infrastructure, such as warehousing, supply logistics and contracting, and develop new relationships with e-commerce platforms to allow for an omni-channel consumer reach. The implementation of the project was so successful that the Serindipity Solutions approach is now being used as best practice in other global markets.

Key Deliverables

  • Ecommerce Platform Management
  • Digital Design
  • Consumer Engagement Initiatives
  • Outsourcing
  • HR Services and Staff Administration
  • Recruitment
  • Stakeholder Management
  • Sales Training
  • Customer Service