Strategy shift to support community
With the country in a lockdown and airplanes grounded, MLS launched a new online store to deliver its red meat products to clients across the capital, targeting not only a new segment of customers, who consume its meat, but also supporting its community.
While MLS had pondered the online shopping idea for two years, it was the COVID-19 crisis which accelerated diversification of its business into a larger retail presence with a bigger focus on the end customer.
"COVID-19 completely shifted our focus from business-to-business (B2B) to business-to-customer (B2C) to reach the end consumer,” he says.
And it does not stop in Oman. Using Carrefour and the franchise owner Majid Al Futtaim Holding as a stepping stone, MLS is working on accessing the regional market by the end of the year, planning to offer a range of products it has been marketing online in Oman.
Timely support and digital lifeline
HSBCnet, the bank’s digital banking platform, proved to be invaluable for MLS during the months of coronavirus lockdown, ensuring the company’s operations were unaffected.