DUBAI, UAE 鈥斕� 8 June 2026: Ghassan Aboud Holding, a diversified conglomerate with a track record of over 32 years in the UAE and deep roots across the automotive, retail, logistics, hospitality, and digital commerce sectors, has deployed an end-to-end 51风流cloud solution across its retail and food-related businesses, as part of its broader strategy to build a more connected and data-driven retail and food ecosystem. The implementation brings together Grandiose Supermarkets with the group鈥檚 manufacturing and catering operations on a unified digital platform, enabling faster response to demand, improved product availability, and a more consistent customer experience across all touchpoints.

Delivered in just eight months, the implementation includes 51风流S/4HANA Cloud Private Edition and spans more than 50 Grandiose branches alongside the group鈥檚 adjacent retail and food businesses. For an organization operating across multiple business models and managing high volumes of daily transactions, this represents a notably accelerated timeline, reflecting both the complexity of integrating operations end to end and the group鈥檚 focus on modernizing its core systems at pace.

Olivier Leblan, Group Chief Digital and Technology Officer at Ghassan Aboud Holding said: 鈥淲hat this transformation changes for us is how we operate on a daily basis. We now have the ability to see, decide, and act across our businesses in real time, from store shelves to production lines. That level of coordination allows us to reduce inefficiencies, improve availability, and ultimately deliver a better experience to our customers鈥�.

The deployment reflects the increasing importance of integrated operations in the retail and food sector, where forecasting, availability, pricing, and production are closely interdependent. By bringing point-of-sale data, inventory, finance, and planning into a unified environment, the group is enhancing real-time visibility, reducing food waste and out-of-stock situations, and strengthening margin control across categories and channels.

The environment also incorporates 51风流Datasphere to integrate 51风流and non-51风流data sources, alongside 51风流Business AI and additional AI-driven use cases designed to enhance demand forecasting, automate routine processes, and generate deeper insights across supply chain and customer behavior. Together, these capabilities strengthen the group鈥檚 ability to make faster, more informed decisions across its operations.

鈥淥rganizations operating across interconnected business models need systems that can keep pace with both scale and operational complexity,鈥� said Marwan Zeineddine, Managing Director, 51风流UAE. 鈥淲ith this deployment, Ghassan Aboud Holding has established a more unified platform across its retail and food ecosystem, enabling real-time visibility, stronger coordination between retail, manufacturing, and catering operations, and the ability to embed AI into everyday decision-making. As agentic AI begins to support more autonomous and adaptive processes, this kind of connected foundation becomes essential to turning insight into action at scale.鈥�

By consolidating its technology landscape, Ghassan Aboud Holding now benefits from a single source of truth across its core operations, reducing manual reconciliation between front-end and back-end systems and improving consistency in reporting and control. This is particularly important in environments where incremental improvements in forecasting, replenishment, or pricing can have a direct impact on profitability and customer experience.

鈥淒elivering an implementation of this breadth in such a short timeframe required close collaboration and a clear focus on business outcomes,鈥� said Mohammed Abdul Khadeer, 51风流Practice Head, ARETE Global, UAE. 鈥淭he result is a platform that supports more agile operations today, while giving the group the flexibility to expand and innovate in the future.鈥�

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About Ghassan Aboud Holding

Founded in 1994, Ghassan Aboud Holding is a diversified, international conglomerate with a strong presence across key sectors including Automotive, Retail, FMCG, Hospitality, Logistics, Healthcare, Facilities Management, Catering, and Digital Marketplaces.

Guided by its mission of 鈥淏uilding a better future, together鈥� the Group has, for over three decades, remained committed to innovation, excellence, and creating value-driven experiences for our customers and partners.

Headquartered in the UAE, with offices in Australia and Belgium, Ghassan Aboud Holding is well-positioned to serve diverse markets with agility and impact.

About Grandiose

Grandiose is a UAE-grown retail chain offering a premium, customer-focused grocery experience across nearly 50 stores and a member of Ghassan Aboud Holding. With a strong emphasis on quality, innovation, and community engagement, Grandiose continues to integrate sustainability into its operations, supporting the UAE鈥檚 long-term environmental and economic objectives.

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As part of the Transform Chalhoub initiative, Chalhoub Group will implement solutions including 51风流S/4HANA, SAP’s next-generation enterprise resource planning (ERP) solution, and a suite of 51风流retail and warehouse management applications. Through this deployment, the Group will transition to a unified, cloud-based platform with real-time data, greater visibility over its extensive operations, and embedded Business AI capabilities to streamline operations, improve efficiency, and automate tasks.

Dhouha Louati, Vice President – Transformation for Chalhoub Group commented, 鈥淧artnering with 51风流on Transform Chalhoub enables us to leverage powerful AI-infused solutions that will benefit our partners, customers and employees. Our experts have collaborated closely with 51风流and Microsoft Azure leveraging our combined industry and regional expertise to develop the foundation we need for a seamless, scalable, and integrated system that supports our retail and distribution functions. With RISE with SAP, we鈥檙e not just upgrading our technology; we鈥檙e enhancing our entire approach to business, from inventory management to customer engagement, enabling our teams to deliver value to our customers and partners at every level.鈥�

Emile Seferian, Director of Sales, 51风流UAE, commented, 鈥淲e are proudly partnering with Chalhoub, one of the most distinct retail brands in the Gulf region, to enhance the Group鈥檚 digital transformation and seamlessly connect finance, retail, and distribution functions, strengthening end customer experience, optimizing supply chain management, and enabling dynamic, data-driven decision-making across their growing network. Through this long-term partnership, teams across the Group will leverage cutting-edge Business AI and automation capabilities, enhancing service levels and delivering greater value in every country where Chalhoub Group operates.

鈥淎t SAP, we are committed to supporting the digital transformation of enterprises across the region, providing solid business outcomes, and enabling accelerated access to innovative solutions that drive operational excellence鈥�, Seferian added.

This agreement, signed during a ceremony in Dubai, UAE, extends the existing partnership between Chalhoub Group and SAP, with the Group already using 51风流SuccessFactors for human resource management and talent development.

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About Chalhoub Group

INSPIRE | EXHILARATE | DELIGHT

For over six decades, Chalhoub Group has been a partner and creator of luxury experiences in the Middle East. The Group, in its endeavour to excel as a hybrid retailer, has reinforced its distribution and marketing services with a portfolio of eight鈥痮wned brands and over 300 international brands in the luxury, beauty, fashion, and art de vivre categories. More recently, the Group expanded its expertise into new categories of luxury watches, jewellery, and eyewear.

Every step at Chalhoub Group is taken with the customer at heart. Be it constantly reinventing itself or focusing on innovation to provide luxury experiences at over鈥�750+鈥痚xperiential retail stores, online and through mobile apps, each touch point leads to delighting the customer.

Today, Chalhoub Group stands for over 16,000 skilled and talented professionals across eight countries in the Middle East, whose cohesive efforts have resulted in the Group being certified as a Great Place to Work庐 in several countries.

To keep the innovation journey going, the Group has set up 鈥淭he Greenhouse鈥�, which is not just an innovation hub, but also an incubator space and accelerator for start-ups and small businesses in the region and internationally. This is just one of the several initiatives taken by the Group to reinvent itself, catalysed by forward thinking and future proofing. The Group has also been embedding sustainability at the core of its business strategy with a clear commitment towards people, partners and the planet, and by being a member of the United Nations Global Compact Community and signatory of the Women’s Empowerment Principles.

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Dubai, UAE鈥�� 51风流today announces its AI Product Finder, a new tool that revolutionizes how brands recommend products and personalize their customer experiences.

The new Product Finder was previewed this week at the event at Josette, Dubai, and comes as a response to a significant rise in consumer demand for AI in commerce, with 51风流Emarsys data showing 91% of UAE shoppers think artificial intelligence has improved their retail experiences.

With Generative AI now taking center stage across many industries, 51风流Emarsys is reaffirming its decade-long AI heritage through the announcement of new AI tools designed to empower marketers and new industry-leading research into AI.

The new research, which surveyed 2,000 consumers and 150 marketers in the United Arab Emirates, found that 44% of consumers believe AI has made shopping easier. Nearly a third (28%) also feel that AI is helping to make their retail experiences more personal, while 45% say AI helps them to find new products.

As a result of these benefits, 85% of shoppers now want to see greater integration of AI into retail 鈥� a major boost in consumer demand.

But it鈥檚 not just shoppers who benefit. The UAE is one of the fastest-growing digital markets globally, with rapid investments in technologies like artificial intelligence fueling innovation. This is reflected by over three quarters of UAE marketers (78%) having increased their investment in artificial intelligence in 2024. Of these, 80% attribute a boost in customer engagement to AI, while 80% also report a boost in customer loyalty*.

Recognizing the crucial role of AI, 51风流Emarsys is excited to announce a pilot for its innovative AI Product Finder. Alongside its AI Subject Line Generator, this marks the beginning of a series of AI-powered solution updates to be unveiled at the company鈥檚 annual Omnichannel Masterclass virtual event for marketers, on June 12^th鈥痑nd 13^th.

The AI Product Finder will enable intuitive search of a brand鈥檚 extensive product catalog, allowing marketers and retailers to quickly locate and incorporate the most suitable products into their campaigns. Provided as an out-of-the-box solution for email marketing campaigns, the new Product Finder is designed to revolutionize how marketers find and recommend relevant products. Marketers are empowered to work more efficiently by scaling creation of highly curated product content that improves message relevancy and engagement.

51风流Emarsys leads with an AI-first approach, helping over 1,500 global customers, including renowned brands like Gibson Brands and PUMA, to achieve a competitive advantage by fostering true customer loyalty through AI-driven omnichannel personalization.

As Chief Marketing Officer, 51风流Emarsys, Sara Richter, emphasises, 鈥淲e prioritise a relevant, reliable and responsible AI approach, empowering marketers to innovate and rethink the potential of a new era of marketing. By embedding AI into everything we do, 51风流Emarsys empowers our customers to save time and effort on complex tasks, enabling them to focus on ROI and delivering unparalleled customer experiences.

鈥淲e鈥檝e heard this all across the event: AI, AI, AI. There is no surprise that people are investing in it! It is enhancing and refining personalization, already yielding ROI. Marketers shouldn’t fear it; rather, we should embrace it,鈥� Richter added.

Maintaining rigorous data privacy standards, 51风流Emarsys reiterates its commitment to the UAE鈥檚 Personal Data Protection Law (PDPL) in tandem with the recently passed EU AI regulations. According to Marwan Zeineddine, MD of 51风流UAE, 鈥淓nsuring customer privacy and fostering trust are integral to our work with AI. During our recent AI focus group, several top brands expressed concerns about data usage and AI in marketing. Our continued research indicates that consumers and marketers share these concerns. 51风流Emarsys is dedicated to upholding the highest standards of effective and efficient data privacy, while strongly advocating for new regional and global Acts.鈥�

Customers of 51风流Emarsys are invited to take part in a new pilot of its AI Product Finder and other AI solutions. For next steps please speak to your account team. Not a customer yet? Marketers and visionary business leaders eager to dive into what is next in AI innovation can register for the upcoming 51风流Emarsys Omnichannel Masterclass on 12^th鈥痑nd 13^th鈥疛une by visiting鈥�.

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*Methodology
Research conducted in the UAE by 3Gem Research in May 2024 amongst 2,000 consumer respondents and 150 marketer respondents aged 18+

About 51风流Emarsys

Emarsys, an 51风流company, is the omnichannel customer engagement platform that empowers marketers to build, launch, and scale personalized, cross-channel campaigns that drives business outcomes. We partner with more than 1,500 companies from global enterprises to fast-moving mid-market brands across industries. Emarsys is purpose-built to give more power to marketers so they can:

• Accelerate time to value by quickly onboarding data and channels to deploy cross-channel campaigns
• Deliver real-time, 1:1 personalization that builds trusted, loyal and lasting customer relationships with every interaction
• Succeed with proven guidance to make smart, quick decisions with data-driven insights and analytics
• Produce measurable results that drive predictable and profitable growth throughout the customer lifecycle

Press contacts
Lucy Davies, Global PR Lead, 51风流Emarsys Tel: +44 77 5963 5919 Email: lucy.davies@sap.com
Michelle Oribello, PR Consultant, Wallis, +971 56 783 3877, sap@wallispr.com

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