Consumer awareness in the GCC is now at an all-time high.
Recent study According to Oliver Wyman, consumers in the GCC have 30% higher expectations for personalized retail experiences compared to global consumers.
It's no surprise, then, that personalization is today's business imperative for retailers. That begs the question. How can retailers with huge customer bases customize their products, services and communications to individual tastes and expectations? The recent partnership between BTC Fashion and WebEngage provides clarity .
BTC Fashion, the retail division of Business Trading Company (BTC), recently partnered with WebEngage, a leading marketing technology (MarTech) company specializing in AI and automation.
The partnership aims to provide a personalized experience to BTC's vast customer base.
BTC integrates its back office, loyalty program, data lake, and e-commerce channel (BFAB) with WebEngage's Customer Data Platform (CDP) and AI-powered solution stack.
Unified customer profiles, powered by deterministic AI, enable BTC's marketing team to segment audiences based on shopping behavior, purchases, psychology, and real-time intent, and tailor communications accordingly. Helpful.
WebEngage automation helps BTC orchestrate such hyper-personalized campaigns across channels such as SMS, mobile, web, digital, paid media, WhatsApp, email, and offline to meaningfully engage with each customer. Helpful.
Hasit Kakkad, general manager of BTC Fashion, said the aim is to provide a unique and consistent experience for each shopper with each brand, anytime and anywhere.
Hetarth Patel, Vice President, Middle East and Africa and Managing Director, UAE, WebEngage said: . Our regional business managed services team ensures you maximize the value of your customer data, improve your marketing impressions and increase customer lifetime value (CLTV). ”
Strategic partnerships like this highlight how important AI and automation are to modern retail operations.
Personalization is increasingly determining business outcomes, and new technologies such as AI are the new tools of the trade.
The timely adoption of such technology by forward-thinking retailers like BTC is a welcome development from a consumer and broader economy perspective.
