How Dynamic Pricing and Smart Integrations Reengineered CX

A leading importer, distributor, and retailer of premium drink, with a fast-growing online presence in the UAE, and with 500+ brands under them, serving diverse customer segments across Dubai and Abu Dhabi through multiple digital storefronts.

Like many businesses scaling their digital commerce footprint, the client faced a series of technical and operational bottlenecks that hindered growth:

These roadblocks not only impacted user experience but also introduced major inefficiencies in order fulfilment and pricing execution – especially in a market that demanded hyper-local precision.

Impressed by Embitel’s proven track record in solving complex digital challenges for global clients over the past 18+ years, the client engaged with our multidisciplinary team of solution architects, ecommerce specialists, mobile experts, and data engineers.

Through a series of strategic consulting workshops, we designed a tailored transformation roadmap focused on performance, scalability, customer experience, and operational excellence. Here is a quick snapshot of the solution:

1. Hyperlocalised Pricing Solution

   We implemented an intelligent pricing engine that automatically adjusts product prices based on the customer’s location, service type, and customer group.
   In Dubai, prices are dynamically aligned to the nearest fulfillment center, while in Abu Dhabi, a White/Green zone-based pricing model ensures precise regional alignment.

   This ensured the retail group can offer competitive, location-based pricing without manual intervention, ensuring pricing accuracy, reduced cart drop-offs, and increased conversions based on local service feasibility.

   

2. Personalization at Scale

   Customers were automatically segmented into pricing groups based on delivery zones or preferred stores.

   This enabled the storefront to show region-specific prices and availability instantly, delivering a smoother checkout experience and making personalization operationally efficient — no manual tagging or errors.

3. 3PL Integration for Real-Time Order Sync

   Orders were integrated in real-time across Magento, LS Commerce (ERP), and 3PL partners. A unique Proof of Delivery (POD) URL enabled customer verification and last-mile tracking, ensuring a trackable, verified and transparent order fulfillment.

4. Unifying Customer Intelligence

   Salesforce CRM was integrated with Adobe Commerce via REST API to ensure asynchronous and accurate customer data sync, using predefined field mappings and robust error-handling logic.
   This eliminated data silos between sales, support, and marketing , enabling context-aware communication, improved lead nurturing, and cross-channel campaign accuracy.

As a result of this collaborative digital transformation, the client achieved significant improvements in operations and customer satisfaction.

1. Seamless Scalability : By leveraging a robust tech stack and Embitel’s consulting-led approach, the client is now well-positioned to scale operations. Our team optimized the backend to reduce CPU utilization by 50%, ensuring smoother operations even during peak traffic.
2. Synchronisation for enhanced efficiency: What was once a disconnected backend with manual dependencies is now a harmonised ecosystem where Magento, LS Commerce, and 3PL platforms work in sync. This helped in reducing order discrepancies and operational delays.
3. Reduced Web instances and complexity: By merging web and mobile into a single Progressive Web App (PWA) using React 10 and Next.js, we cut down infrastructure complexity — reducing website instances from 4 to 2 — without compromising user experience.
4. Faster Order Fulfillment: Manual ERP and delivery workflows that used to take 3–4 hours were transformed into a streamlined, automated process under 1 hour through seamless integration between Magento, LS Retail, and 3PL APIs — making order handling faster and more reliable for both admins and delivery agents.
5. 7X More Orders, Zero Bottlenecks: The revamped architecture now supports 7X higher daily order volume, easily handling spikes during peak hours — something the older system simply couldn’t scale to.
6. Enhanced and Transparent CX: With precise pricing, POD-based order tracking, and accurate customer verification via LicenseDXB, customers felt seen and served at a hyperlocal level — building trust and reducing pricing-related drop-offs.

This transformation not only solved the client’s existing pain points but also laid out a strong and scalable digital foundation for future growth.

• Magento 2.4.7 as ecommerce engine
• React & Next JS for frontend
• REST API for seamless communication between CRM and ecommerce engine
• Salesforce as CRM