BHM Store is one of the oldest and most established electronics retailers in the UAE, specializing in professional photo, video, and audio equipment, with a catalog exceeding 8,500 SKUs.
In 2023, the company faced a critical operational failure that completely wiped out its digital presence: the website, product database, pricing data, and all backups were destroyed as a result of a cyberattack.
Data Nexus was engaged not to “redesign a website”, but to rebuild the entire digital commerce system from zero, restore market-accurate pricing, re-establish operational analytics, and turn a catastrophic data loss into a scalable, modern e-commerce platform.
The client’s previous platform was built on a fragmented microservice architecture by third-party contractors. While technically complex, it lacked resilience, observability, and proper backup strategy.
As a result of the attack:
the entire website was deleted
all product data was lost
all prices and historical configurations disappeared
no usable backups were available
no complete source of truth remained
With 8,500+ products, manual recovery was not a viable option.
At the same time, the business could not afford:
long downtime
incorrect pricing
market misalignment
loss of trust from loyal customers
This was not a UX problem — it was a data, architecture, and recovery problem.
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SOLUTIONS
Data Nexus approached BHM Store as a full-stack recovery and system reconstruction project, combining infrastructure, data engineering, pricing analytics, and UX architecture.
We first designed and deployed a new, hardened e-commerce infrastructure:
rebuilt the website from scratch
implemented modern security and access controls
removed legacy architectural complexity
established reliable data persistence and recovery logic
The new platform was designed for stability, observability, and long-term scalability, not just visual refresh.
Manually recreating 8,500 SKUs was rejected immediately.
Instead, Data Nexus implemented a data-driven recovery pipeline:
identified authoritative US-based electronics retailers as reference sources
filtered catalogs strictly by brands sold by BHM Store
programmatically parsed:
product specifications
images
descriptions
category structures
This allowed us to reconstruct the full product catalog automatically, restoring thousands of products in days rather than months.
Pricing data had been fully destroyed.
To rebuild pricing correctly, we:
parsed US market prices for all matching products
calculated brand-level and category-level markups
normalized margins using market mathematics
adjusted pricing logic to UAE market conditions
Where partial procurement invoices and wholesale receipts were available, we:
validated reconstructed prices against real cost data
recalculated true product cost and margin structure
This resulted in market-aligned pricing with preserved profitability, not guesswork.
With the system rebuilt, Data Nexus redesigned the entire user experience from first principles:
restructured categories and navigation
simplified product discovery
rebuilt checkout and cart logic
eliminated friction across the purchase funnel
The platform was redesigned to support high-intent professional buyers, not generic retail browsing.
We implemented a new internal analytics layer enabling:
real-time revenue and margin visibility
abandoned cart analysis
conversion tracking across flows
dynamic pricing response to demand and competition
Additionally, we enabled:
personalized promotional logic for repeat customers
data-driven marketing campaigns based on behavior, not assumptions
For the UAE market, payment methods are not a secondary checkout feature — they are a core conversion lever.
High average order values in professional photo, video, and audio equipment create natural friction at the point of purchase, especially for repeat and B2B-oriented customers.
Data Nexus approached payments as a behavioral and financial architecture problem, not as a simple integration task.
To further improve conversion and accessibility, we integrated Buy Now, Pay Later (BNPL) solutions:
Tabby
Tamara
This expanded purchasing power without eroding margin discipline.
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RESULTS
The engagement resulted in a full recovery and structural upgrade of BHM Store’s e-commerce system after a complete data and platform failure.
Within a compressed delivery window, Data Nexus rebuilt the digital infrastructure from scratch, restored the entire product catalog through automated data reconstruction, re-established market-accurate pricing, and redesigned the commerce experience around performance, trust, and conversion.
Beyond recovery, the project transformed BHM Store into a data-driven e-commerce operation:
pricing and margins are now calculated and monitored dynamically
customer behavior is observable across the full purchase funnel
marketing and promotions are driven by analytics rather than assumptions
the platform is secured, resilient, and ready for scale
What began as an emergency response evolved into a long-term competitive advantage, allowing the business to stabilize operations, regain customer trust, and outperform its historical benchmarks in conversion and revenue.
Times conversion rate increased
Revenue grew in the 2nd month
Abandoned cart rate decreased
Data Nexus demonstrated an exceptional level of ownership, structural thinking, and operational discipline throughout our collaboration. Their approach is not about creating impressions — it is about eliminating friction, restoring order, and delivering a system that runs cleanly and predictably.
The Data Nexus team was equally effective in deep individual analytical work and in collaborative environments involving internal teams, external partners, integrators, and vendors. They maintained a balanced, neutral, and constructive stance in difficult situations, driving change at a steady rhythm without overwhelming the organization.
Impact & Results
Data Nexus transformed a fragmented, overloaded, and outdated operational model into a coherent, high-efficiency system — without increasing budgets. Through structural rationalization, process redesign, and removal of duplicated costs, they delivered results that exceeded the business KPIs originally set.
This was a true example of disciplined crisis management:
no theatrics, no cosmetic changes — just real transformation of processes, spending, and organizational structure. Their work required maturity, critical thinking, and the ability to operate under pressure without slipping into reactive behavior. Data Nexus demonstrated all of this in practice.
We are left with only positive impressions, and I would gladly provide a verbal recommendation if needed.
COO at Monastirev
