A Legacy built on growth and innovation
For more than 75 years, Basamh Group has played an active role in Saudi Arabia’s fast-moving consumer goods landscape, growing from a family business into a diversified group with companies across distribution, brand building, food services, and manufacturing. Through Basamh Trading Company, GoodyCo, Specialized Food Services, and Thokoman Foods, the Group serves a wide network of customers, partners, shoppers, and consumers across the Kingdom and beyond.
Rooted in its purpose of Growing People and Companies, Basamh Group has continued to evolve by staying close to market needs, investing in its people, and adopting new ways of working. Innovation has long been part of this journey, not as a destination, but as a mindset that helps the Group improve how it serves customers, enables teams, and builds for the future.
Responding to evolving customer needs
As the business continued to grow, so did customer expectations and the pace required to serve them effectively. In a dynamic FMCG environment, speed, accuracy, and visibility are essential to maintaining strong customer relationships and supporting day-to-day operations. This created an opportunity for Basamh Group to further enhance its customer service experience, particularly in the way customer orders were captured, processed, and confirmed.
At the time, parts of the order processing journey relied heavily on manual steps. While the process had supported the business for many years, the Group saw an opportunity to improve efficiency, reduce repetitive work, and give employees more time to focus on higher-value activities. The objective was not only to automate a process, but to strengthen the overall customer experience and support the Group’s long-standing commitment to service excellence.
Finding a partner who understood the business
This led Basamh Group to partner with Nintex. From the beginning, the relationship was built around understanding. Rather than treating the project as a conventional technology deployment, Nintex worked closely with Basamh Group to understand the wider business environment, operational priorities and existing systems landscape. As Mohamed Nabil, Group IT Director at Basamh Group, shared, “Nintex was good at leveraging their technologies and building an integration with what we have in the back end and front end to better serve our customers.”
Building a smarter order processing flow
The solution focused on automating the order capture process using Nintex’s cloud-based workflow platform and robotic process automation capabilities. This enabled customer orders to move more smoothly through the system, with improved integration between customer-facing channels and backend processes. By reducing manual handoffs, the solution helped create a more consistent flow from order capture to fulfillment.
For employees, the change also created more space to focus on work that required stronger judgment, coordination, and customer focus. “Now those people have enough time to do something else, leaving the order capturing and automation to the RPA,” said Nabil.
Results that support people and performance
The impact was meaningful. Order processing time, which previously took up to three days, was reduced to approximately one hour. This helped improve responsiveness to customers, increase process visibility, and supported faster order confirmation.
Beyond speed, the automation was successful in supporting productivity gains and cost efficiencies by enabling the business to handle growing order volumes more effectively. It also allowed teams to spend less time on repetitive tasks and more time on activities that create greater value for customers and the business.
For Basamh Group, these outcomes reflect the value of using technology in a way that supports both people and performance.
A journey of continuous improvement
Today, the partnership between Basamh Group and Nintex continues to be part of a broader journey of continuous improvement. While important progress has been made, the work is still ongoing. As customer expectations evolve and the business continues to grow, Basamh Group remains focused on strengthening its processes, empowering its teams, and exploring new opportunities to enhance service.
What began as an opportunity to improve order processing has become a step forward in Basamh Group’s ongoing digital transformation journey; one built on collaboration, practical innovation, and a shared commitment to serving customers better. As Nabil noted, “It’s been a great journey and we’re looking forward to other products to be released in the future to add to our portfolio.”
