Is Choithrams equipped for future disruptions?

In 2024 grocery retail major Choithrams has achieved several milestones underscoring its commitment to leverage technology to drive innovation and enhance customer satisfaction. So, in short, the answer seems to be ‘yes’.

Explaining the brand’s strategic vision, Choithrams’ CTO, Arunachalam Palaniappan said, “The vision revolves around leveraging cutting-edge technologies such as cloud, analytics and automation to equip Choithrams for future disruptions.”

Unsurprisingly, thus, automation for operational efficiency; supply chain and inventory management; and wayfinding & contactless checkout are three key areas of tech-based transformation for Choithrams in 2024-25.

Omnichannel integration is key

As an industry, food retail seems to be at the cusp of forward-looking tech-driven innovation while going back to the basics of offering the human touch, making omnichannel integration non-negotiable.

In this context, “The food industry is witnessing a seamless blend of forward-looking innovation and a return to the fundamentals of human touch. Customers increasingly seek an omnichannel experience akin to in-store shopping when placing orders. Online grocery shopping prioritises swift delivery via dark stores, ensuring accurate fulfilment of ordered items and quantities. The difference is in the exemplary customer service that backs up this tech-driven offering,” Palaniappan observed.

If anything, Choithrams has been on a tech transformation journey, preparing the brand for rapid changes in the landscape.

“We are migrating our existing ERP (enterprise resource planning) applications to the cloud, ensuring greater scalability and accessibility. Simultaneously, we are implementing dark stores equipped with real-time inventory management systems, enhancing efficiency in stock tracking and order fulfilment,” Palaniappan shared.

Moreover, Choithrams is introducing self-checkout and Scan & Go systems, streamlining the customer checkout process for a seamless shopping experience. The brand is also expanding its reach by launching e-commerce platforms in Bahrain and Qatar to tap into new markets.

Future tech investments

Looking towards the future, the retail landscape in the MENA region is poised to prioritise the adoption of RPA (Robotic Process Automation) and AI (Artificial Intelligence), Palaniappan opined.

“RPA technology enables the automation of repetitive tasks and processes, allowing retailers to streamline operations, reduce costs and allocate resources more efficiently while freeing up employees to focus on more strategic tasks that require human judgment and creativity. Furthermore, AI offers retailers powerful capabilities in data analysis, customer personalisation and predictive analytics. Through AI-driven insights, retailers can better understand consumer behaviour, anticipate trends and tailor marketing strategies to individual preferences, thereby improving customer satisfaction and loyalty. Additionally, AI-powered chatbots and virtual assistants can provide personalised customer support, enhancing the overall shopping experience,” he explained.

Asked about one tech-driven investment that Choithrams has planned for in 2025, Palaniappan said, “We are embarking on an investment initiative focused on supply chain and customer fulfilment automation aimed at maximising efficiency and elevating service delivery standards. By automating key aspects of our supply chain, such as inventory management, order processing and logistics, we anticipate significant improvements in operational efficiency and cost-effectiveness. Streamlining these processes will not only reduce manual errors but also accelerate order fulfilment and enhance overall productivity.

Despite its eagerness to drive tech-fuelled innovation, Choithrams faces certain barriers to tech adoption, the foremost being, the constraint of cost and budget. “Overcoming this barrier demands strategic planning and innovative solutions to align financial resources with our technological aspirations,” Palaniappan observed.

Join us at the Middle East Retail Forum 2024 to know more about Choithrams’ innovation roadmap.