The pandemic has led to changing behaviours among consumers, and retailers must adapt their business to meet these new requirements in a post-COVID world. According to a Tealium and RetailX report, ‘Middle East 2020 – eCommerce Country Report’, turnover due to online sales reached around $55bn in 2020, against a backdrop of strong year-on-year growth of 20% every year since 2016.
Even more, shoppers will still expect the high level of service that the region is known for – both online and offline. The challenge comes in delivering this online and ensuring that both spheres are connected. The key is hyper-personalisation which can only be achieved through the efficient management and analysis of data. More customers are interacting with brands online, meaning that data can be collected at every touchpoint, creating a wealth of insights. These insights are the foundation to build better customer experience which will have consumers coming back.
The combination of the multi-brand structure and the continued growth of eCommerce means that holding groups have a unique opportunity for retailers in the Middle East to implement a strategy which organises and manages data optimally. The winners will be the retailers who best analyse, manage and implement insights from that data to keep customers coming back again and again.
The report Driving Multi-brand Loyalty Using Customer Data explores how retailers can leverage data to drive return purchases.
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