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    Case Study Al Salem Group

    Al Salem Group – How Middle East Retail Chain Adopted M-Commerce Strategy with Modern Hybrid Apps

    Platform WooCommerce
    Industry Retail
    Country Qatar

    Al Salem Group is a multitude of companies based in Qatar. With an experience of over 25 years in the engineering, construction, trading and jewellery businesses.

    Its company history dates back to 1974 when the first jewellers started in Doha, Qatar. To now holding leading positions in gold markets of Qatar and other GCC countries.

    Al Salem Group operates numerous retail and wholesale stores of jewellery and apparel lines branded under Al Basri, Jawaher, Lenore, and Roman Qatar.

    From their workshop, they handle the entire process of melting, shaping, polishing, to finishing and ensuring the retailing of quality jewellery.

    Their jewellery retail stores are located all over the state of Qatar. Offering reasonable prices and premium customer service at all locations.

    Leading Qatar Jewellery Market

    Since its inception in 2005, Jawaher is widely known for being one of the finest and most authentic jewellery stores in Qatar. They offer a wide range of classic and unique diamond and gold jewellery.

    Above all, Jawaher Jewellery has set a standard across the Middle East region and it continues to expand its presence by catering to a wider market.

    Besides being an old and trusted jewellery retail chain and they also offer their products via. online shop. Where customers can browse for the jewellery items, place an order, and get the delivery to their location.

    Growing E-commerce Market in Qatar

    The eCommerce market is exponentially growing day by day in developing regions including the Middle East and Asia. Consequently, multiple companies starting their online business and established ones are expanding into E-commerce or M-commerce.

    The International Trade Administration, expects the e-commerce sector in Qatar to grow from QAR 4.7 billion to QAR 12 billion by 2022. Consumers in Qatar spend an average of US $260 per transaction.

    Built On WordPress WooCommerce

    Al Salem Group manages multiple online shopping stores built on the WordPress platform. Although WordPress is a popular CMS platform to publish content but to transform it into an online store, we require WooCommerce.

    With WooCommerce, the client can list and sell products, accept online orders, and process online card payments via a third-party gateway. Also, handle shipment, and manage complete online store backend.

    Moreover, being an open-source platform, it enables Custom WooCommerce Development for different businesses and industries.

    Qatar Jewellery Shopping App Development

    Al Salem Group consulted the Webkul team and collaborated to assist in enforcing the M-Commerce strategy. Our Mobikul team was tasked to develop native mobile apps and modern web apps for this leading jewellery retailer.

    Mobikul offers various types of WooCommerce Mobile Apps. From a simple WordPress blog app, WooCoommerce store app, to a highly scalable marketplace Multi Vendor App, and WMS.

    Further, utilising modern web technologies, the Mobikul team develops PWA, AMP, and Hybrid Mobile Apps.

    Native Mobile App Development

    In the first phase of the development, our team built WooCommerce native mobile apps for Jawaher Jewellery. Enabling Andriod and iOS smartphone users to download the Jawaher Jewellery apps from Google Play and App Store.

    With native mobile app development, customers can get the highest-quality user experience while shopping on the go. In addition to that, native apps are fast, deeply integrated with the mobile OS and take full advantage of its hardware resources.

    Mobikul team took the charge of handling the Jawaher mobile app development project. Separate Andriod and iOS teams were working and simultaneously managing the task.

    From initial configuration, server end work, UI and branding modifications, to payment gateway integration, quality testing and finally releasing it on the official app marketplaces.

    Moreover, to receive online payment via. card, we have integrated QNB (Qatar National Bank) API, which allows customers to pay for their orders in mobile app checkout.

    React Native Mobile App

    Jawaher Jewellery mobile app is using React Native technology. It is an open-source cross-platform framework by Facebook (Meta).

    As a result of having a single codebase, React Native allows developers to build apps for Web, Android, iOS, macOS, Windows, and other platforms.

    Everyone is using React Native, from established Fortune 500s to startups. For example- Facebook, Instagram, Shopify, Coinbase, Skype, Pinterest, Uber Eats, Walmart, Wix and more.

    Modern Web App Development

    In the second phase of development, our team worked to build PWA- progressive web apps for Al Salem Group’s other online stores i.e. Lenore Jewellery and Roman Qatar.

    PWA converts an existing website into a modern web app, that can be added to the desktop, laptop, mobile, or tablet without too many complexities.

    In fact, it is a quick way to develop, light-weight, and offers similar features just like a normal application.

    Progressive Web Apps technology is visible in different markets for tapping mobile consumers. Such as Starbucks, BookMyShow, Flipkart, OLX, Trivago, Uber, Walmart, Wego, and many other big companies leveraging PWA.

    Lenore Jewellery Mobile App

    A new concept of the Lenore brand store was announced in 2021 to cater for the needs of all ages on surprising occasions in our daily life. Such as birthdays, surprise invitations, and festive events.

    Lenore Jewellery has set up its first point of sale outlet in multiple shopping malls. And continues to expand its presence by adding more retail shops in other popular malls in Qatar.

    Apart from selling via. POS outlets in malls and WordPress-based online shop, the client wanted to implement build modern web apps and hybrid mobile apps for Lenore.

    Lenore set the prices through four categories, making it easier for customers to choose their gifts based on their budget. On the web store, the price category filters are available, likewise, it is also present in the mobile app.

    Moreover, in modern app development, almost all the custom features and designs that are present on the web are also visible on the web app.

    From the Lenore PWA, the guest users can purchase without account creation. View gift card message writing option and delivery date selection.

    Converting PWA into Hybrid Mobile App

    In the third stage of development, the modern web apps were converted into hybrid mobile apps. So that to make them available on the official app marketplaces of Apple and Google.

    APK and IPA package files were developed by the Mobikul team. Therefore, enabling Android and iOS users to download the Lenor Jewellery app to their smartphones or tablets.

    The Webkul team ensured that all the apps (web and mobile) perform fine according to the client’s requirements. Lenore Jewellery hybrid mobile app is now available on the Play Store and App Store.

    Now shoppers have multiple ways to shop for jewellery gifts from Lenore. Besides going to any nearby retail outlet, customers can shop online via the web store, PWA, or mobile app.

    And since Lenore now has a PWA architecture it is perfectly suitable for the users who are not installing any app and just browsing and shopping on mobile web browsers.

    Retailing International Brand – Roman Qatar

    Roman is a Turkey-based apparel brand offering unique design collections. It also has multiple international stores in the Middle East, America, China and South Africa.

    Al Salem Group has united with the Roman brand to bring their retail experience and open its first clothing stores in Qatar.

    Today, the Roman brand is available throughout the Qatar region and also has an online store for Qatari consumers.

    The Roman Qatar online shop is built with WooCommerce and similar to Jawaher and Lenore, the client is also implementing the mobile-first strategy for this retail brand.


    On Roman Qatar, you can find the WordPress PWA, which is powered by the Webkul team. You can add and use the progressive web apps to your computer or mobile, and tablet devices.

    Additionally, hybrid mobile apps were also developed for Andriod and iOS users. However, the Roman Qatar mobile apps are yet to release and become available to download in the app marketplaces.

    Until then, the development team is preparing and working to delight the shoppers with the same customer experience as Jawaher and Lenore.

    Expanding Retail Space in Qatar

    The Qatari market ranks third in the Gulf region in terms of diversity. It contains a mix of international brands and large shopping malls in a small geographical area due to the interest of the consumers in the lifestyle, luxury and modernity.

    As a result, the competition in the jewellery industry is ever increasing. Major retailers and wholesalers are competing as well as uniting with international brands.

    Creating a centre stage to launch all new and modern world of fashion and lifestyle. Also finding new ways to enhance the retail shopping experience with modern commerce technologies.

    Disclaimer – Please note all the images and content used in this article belong to their respective copyright owners. If you have any issues or complaints related to this article, please send us an email at [email protected].
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