Case Study

Transforming Omnichannel Retail Quality through Scalable QE and Automation

Industry

Retail / Consumer Goods

Location

Global Delivery (Australia-focused engagement)

Our Contributions

Quality Engineering Transformation, Test Automation, API & Mobile Testing, Accessibility & Performance Testing, CI/CD Enablement, Environment & Release Management, QE Governance

As retail businesses expand across digital and physical channels, ensuring consistent quality across e-commerce, mobile, and in-store systems becomes increasingly complex. A leading Australian retailer set out to modernize its quality practices to support rapid digital growth, high transaction volumes, and frequent releases.

The objective was to move from fragmented QA processes to a scalable, automation-led Quality Engineering (QE) model. By embedding continuous testing, standardizing frameworks, and improving release governance, the organization enabled faster releases, improved reliability, and stronger alignment between IT delivery and business outcomes.

Transformation Timeline

Phase 1

Assessed QA maturity and defined QE transformation roadmap

Phase 2

Transitioned from fragmented QA to unified QE operating model

Phase 3

Implemented automation frameworks and CI/CD integration

Phase 4

Scaled QE governance and continuous testing across teams

Drag

The Challenge

The retailer operated a large-scale omnichannel ecosystem but faced inconsistencies in quality practices across teams. Fragmented delivery models resulted in varying QA standards, limiting efficiency and scalability.

Automation coverage was limited, with heavy reliance on manual testing, leading to increased effort and slower release cycles. Unstable test environments and high regression overhead further delayed releases and impacted predictability.

Additionally, the absence of centralized environment booking and release visibility created inefficiencies in planning and execution. High tooling overhead and lack of governance further slowed delivery and increased operational complexity.

Without transformation, these challenges risked impacting release velocity, system reliability, and overall customer experience.

Our Approach

Delivered a unified QE transformation that improved automation, accelerated releases, and strengthened governance across the omnichannel ecosystem.

Unified QE Operating Model

Executed a zero-cost transition from incumbent vendors to a centralized QE model, standardizing delivery practices and improving consistency across teams.

Standardized Automation Frameworks

Established enterprise-wide automation frameworks across UI, API, mobile, and Salesforce testing to improve coverage and execution efficiency.

Enabled Continuous Testing

Integrated end-to-end automation into CI/CD pipelines to support continuous testing and faster, more reliable releases.

Centralized Environment Management

Implemented centralized environment booking and release management to improve utilization, visibility, and planning efficiency.

Optimized Tooling & Infrastructure

Rationalized tools and introduced a mobile device farm to enable scalable and efficient execution across testing environments.

Partner & Technology Ecosystem

The engagement was delivered using Coforge’s AI-led engineering capabilities and cloud-native delivery framework.

Impact to Date

The QE transformation delivered faster releases, improved reliability, and significant cost savings while enabling scalable, high-quality delivery.

<90

Days Release Cycle with twice-weekly releases enabled

$1M+

Annual Savings through automation and tool rationalization

Zero P1

Ensuring uninterrupted business operations

Reduced Environment

Provisioning Time from hours to minutes