Press Release

Keyrus creates a new state of the art Omnichannel Commerce solution with SAP hybris for Virgin Megastore in the Middle East

  • #Digital Commerce
  • #Digital Experience
  • #SAP

Keyrus, an international player in the fields of Data Intelligence (Business Intelligence, Big Data Analytics), Digital, and Consulting on the Management and Transformation of enterprises, is assisting Virgin Megastore to extend the customer experience with the setup of a new Multichannel platform, based on their well-established physical store network.

Virgin Megastore is the leading entertainment lifestyle retailer in the MENA region, with over 40 stores in 9 markets, offering a complete range of lifestyle products across fashion, culture, technology, entertainment, beauty and related services.

Keyrus was selected as the partner to provide business and technical expertise to support Virgin Megastore’s vision for introducing a new Omnichannel solution in the UAE and region, implemented through the SAP hybris Commerce solution.

A solution built for a customer-centric OmniChannel experience

As a leading entertainment lifestyle retailer, the Virgin Megastore network and processes were already well in place. The challenge for Keyrus was to bring together the new online store with the existing successful in-store experience.

’As Virgin Megastore evolved over the years to become the destination for technophiles, entertainment seekers and style setters, we wanted to create an e-commerce site that was an extension of the store experience. Keyrus worked hand in hand with us on building the first true omnichannel experience in the Middle East without compromising on any of the product and brand experiences that keep our customers loyal and engaged.’, explains Nisreen Shocair, President, Virgin Megastore Middle East.

With an innovative Mobile First navigation experience through a responsive design, the team was able to bring to life a modern user experience in a very short timeframe using the SAP hybris B2C Accelerator.

The complexity of Virgin Megastore’s product catalog for lifestyle & entertainment products implicated a sophisticated data model, connected to specialized content providers to enrich the data. The SAP hybris PCM (product content management) is now the center of all product information in the Virgin Megastore organization.

To fully integrate retail operations, Keyrus implemented the SAP hybris OMS module (Order Management Services). Taking into account the specific order fulfillment processes for the UAE region, Keyrus was able to leverage existing store order processes to warehouse fulfillment processes for a complete O2O experience. Shoppers can now browse the entire Virgin Megastore Catalog in one place, and check the product availability in real time. Customers can select both Home Delivery and Pickup In Store with a 48h delivery guarantee.

The first stage of a strategic project

As part of a 5-year roadmap, the new OmniCommerce platform was designed to be futureproof. Built with a mobile first approach, it is fully integrated to retail operations, the Virgin Megastore loyalty program, external product data providers and ERP for finance.

With proven digital commerce experience, Keyrus and Azur Digital successfully assisted Virgin Megastore in the process of joining physical and digital data and processes into one centralized solution. After only 7 months, the new solution was fully integrated and ready for GO Live.

 ‘Our aim was to extend our leading physical stores experience and rich offering to online shoppers in the region, in a modern, fully-integrated and seamless way. Keyrus have been instrumental in helping us bring our ideas to life. They truly understood our needs from a business perspective and were able to implement the project in record time.’, said Tarek Moussawer, Head of Marketing, Virgin Megastore Middle East.

 “We are proud to be able to assist Virgin Megastore with this digital challenge which allowed us to demonstrate once again our expertise and our ability to integrate new markets.” Explains Michel Mariën, Customer Solutions Director, Keyrus Digital.



Virgin Megastore is a global entertainment brand, and the leading lifestyle retail destination in the Middle East & North Africa region, with 41 stores in 9 markets. Since its establishment in the UAE in 2001, Virgin Megastore set a constant target of establishing and expanding its Middle East presence as well as its product offering to fulfill growing trends and expectations in the region.

A one-stop shop for all entertainment needs, covering cultural entertainment products such as music, movies, and books, as well as other product categories including electronics & accessories, gaming, fashion & accessories, gifts & toys, and much more. Virgin Megastore has created a whole new experience in entertainment retail by balancing international trends while catering to local cultures across the region. This is done through continuous evolution in the brand experience and range, as well as constant support for the regional art scene. Virgin Megastore is truly a global brand with local flavor. 

With its unique shopping experience, Virgin Megastore is an innovative entertainment destination for trendsetters and technophiles.

For more information: www.virginmegastore.ae

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