MAGRABi frames a modern shopping experience with Microsoft Surface

MAGRABi Retail Group has built a reputation as a leader in luxury eyewear, providing high-end products and exceptional service in more than 290 locations across seven countries in the Middle East. With a commitment to customer-centric innovation, the company continuously refines its in-store experience so that operations match the quality and elegance of its brand. As demand for seamless and personalized service grows, MAGRABi has embraced technology to stay ahead. This evolution has led the company to modernize its technology infrastructure to improve mobility, efficiency, and engagement.

From desktops to dynamic customer interactions 

When evaluating solutions, MAGRABi sought a device that aligned with its high-end brand while delivering the performance, security, and flexibility to support evolving business needs. After extensive research and testing, Microsoft Surface emerged as the clear choice. “We needed a solution that was scalable, secure, and elegant—something that reflects our luxury brand,” says Fady Emad, Group Vice President of Technology at MAGRABi Retail Group. “After evaluating multiple options, we selected the Microsoft Surface for its combination of mobility, computing power, and scalable features, which we can effectively utilize, along with its premium design.”

The adoption of Surface has transformed customer interactions. Previously, customers had to approach a sales desk for transactions and lens measurements, encountering barriers in the experience. Now, sales associates use Surface to assist and engage with customers anywhere in the store, whether demonstrating lens options, completing transactions, or taking precise digital measurements. “Moving from bulky desktops to Surface was a game changer. Our employees can now move freely around the store, helping customers wherever they are,” explains Karim E. Abdelgawad, Senior Store Manager at MAGRABi Retail Group. “It makes the entire experience feel more personalized and efficient.”

Surface serves as both a consultation tool and a point-of-service device. Employees use the device to simulate vision changes, explain eyewear benefits, and provide accurate lens measurements—capabilities that were previously manual and less precise. Its portability supports high-traffic periods, allowing associates to engage customers without disrupting their shopping flow. “One of our biggest projects is the digital lens journey, which runs on Surface,” says Islam Gamil, Retail Excellence Director at MAGRABi. “It provides the right lens recommendations and serves as a digital demonstration tool for our customers, enhancing both confidence and sales effectiveness.”

At the same time, Microsoft 365 has strengthened security, collaboration, and efficiency across the business. During the pandemic, companies quickly adopted the platform so employees could work remotely, share files securely, and stay connected. “With Microsoft 365, our entire infrastructure is cloud-synced, making it easier to manage Surface devices across multiple regions while ensuring seamless updates and security policies,” explains Ahmed Gadallah, Senior Infrastructure Manager at MAGRABi Retail Group. Employees now rely on Microsoft 365 applications to manage store operations, conduct training, and communicate internally, further streamlining workflows. 

Effortless deployment for a modern retail experience 

The results have been clear. MAGRABi has seen increased efficiency in its sales process, with employees completing transactions and consultations more quickly. The transition from manual measurement tools to Surface has also reduced hesitation among new hires and led to greater accuracy in lens fittings. The mobility and sleek design of Surface devices align with the company’s luxury brand, reinforcing its reputation for excellence. “Customers notice that we use Surface in our stores. It reinforces our brand’s commitment to premium quality and cutting-edge technology,” notes Emad.

From an infrastructure perspective, Microsoft Intune and Windows licensing has made deployment seamless. “Deploying Microsoft Surface was incredibly smooth, thanks to Intune. We could enroll devices quickly and ensure security without any major hurdles,” says Gadallah. The company continues to optimize its use of Surface, including incorporating additional digital tools and improving security configurations.

By embracing Surface and Microsoft 365, MAGRABi has elevated its customer experience, improved operational efficiency, and reinforced its position as a leader in luxury retail. “Compared to other retailers in the Middle East, we lead in technology adoption. Microsoft Surface plays a big role in this, helping us stay ahead in digital customer interactions and in-store engagement,” concludes Gamil. As the company continues to innovate, Surface and Microsoft 365 remain cornerstones of its strategy, ensuring it delivers excellence in every aspect of the customer journey.

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