Case Study: Business intelligence drives up revenue and informs future growth strategy for Othaim Markets Company

power bi case study managed solution

Othaim Markets Company, a leading food retailer in the Kingdom of Saudi Arabia, chose Microsoft Power BI to gain immediate insight into the business and to improve everything across operations from stock distribution to category management. The result is a tangible revenue growth with the help of BI and accurate data informing its business strategy.

Business needs

Othaim Markets Company is a leading food retailer within the Kingdom of Saudi Arabia. Founded in 1956 as a wholesaler in Riyadh, the company has grown into a large retailer with more than 130 outlets including hypermarkets, supermarkets, wholesalers, and convenience stores.
To obtain information on its operations, the company was using SharePoint Server 2007 and analytical services from SQL Servers, both of which had been in use for a long time. Mohammed Al-Fraih, VP - Information Technology, Othaim Markets Company, says, “It was an old and limited platform in terms of mobility and access control.
“People within the business couldn’t really depend 100% on the reports generated by the system due to the limitation in the BI data sources, and at the same time, many data elements were fragmented on other systems. They were relying on judgment and Excel sheets.”
The company clearly needed to upgrade the platform and began exploring the market for business intelligence options.


Because Othaim Markets Company has an infrastructure built around Microsoft technologies and plans to invest in Azure and Office 365 in the near future, it opted for Microsoft Power BI and upgrade to SQL Server 2014.
Abdullah Edris, Head of BI, Othaim Markets Company, explains, “Microsoft BI has a number of strong tools with compelling features. And given that we have a large Microsoft estate, we can consolidate and integrate data much easier. For these reasons, the company built a new data warehouse running on SQL Server 2014 with Power BI providing business insight.”

The key advantages of Power BI include:

• accessibility of business data from smart dashboards and availability on mobile devices via mobile app;
• ability to build robust, reusable models to provide consistency in reporting and analysis; and
• embedded visuals designed to generate visual format reports for quick and easy comprehension.


Othaim Company has gained a reputation for innovation given that the Power BI implementation is the first in Saudi Arabia and only the second in the Middle East.
Also, the company can now monitor business performance from any location, at any time. There are continuous, near real-time updates ensuring the latest business performance information is always available.
The benefits to decision-makers, staff members, and customers are numerous. Some of these are listed below.
• Automated KPI notifications alert staff immediately when stock sells quickly, thus enabling timely stock transfers.
• The platform also allows suppliers to monitor their products’ performance and stock availability through a web app directly connected to the BI.
• Staff members are able to quickly work with the data and identify trends. This empowers them to shape strategies within stores and radically improve category management.
• Information provides insight into customer buying habits, depending on demographics. This shapes much more accurate and targeted marketing campaigns. Moreover, the information allows for tailored SMS messaging to different customer groups rather than blanket messaging to all customers.
• The data also informs strategic planning by revealing individual store performance and has the ability to take into account the location of rival stores.
• The platform has become an essential strategic tool guiding executive level planning and strategy. The CEO is able to monitor business performance in smart ways, and this results in more accurate and strategic decisions.
Overall, Othaim has tangible revenue growth and efficient operations with the help of BI platform.
Read customer success stories to learn how Managed Solution helps businesses implement technology productivity solutions.

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