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Exploring the Collaboration Between GCC Retailers and AI Marketing Technology

by Dubaiforum

Consumer awareness in the GCC region has reached new heights, with a recent study by Oliver Wyman indicating that consumers in the GCC have 30% higher expectations for personalized retail experiences compared to global averages. This shift in consumer expectations has made personalization a crucial aspect of the retail industry today.

In response to this trend, BTC Fashion, the retail arm of Business Trading Company (BTC), has teamed up with WebEngage, a prominent marketing technology company specializing in AI and automation. The aim of this partnership is to deliver personalized experiences to BTC’s extensive customer base.

BTC will be integrating its back office, loyalty program, data lake, and e-commerce channel (bfab) with WebEngage’s customer data platform (CDP) and AI-powered solutions stack. This integration will create a unified customer profile powered by deterministic AI, allowing BTC’s marketing teams to segment audiences based on various factors such as shopping behaviors, purchases, psychography, and real-time intent, enabling tailored communications.

WebEngage’s automation capabilities will help BTC orchestrate hyper-personalized campaigns across multiple channels, including SMS, mobile, web, digital, paid media, WhatsApp, email, and offline, ensuring meaningful engagement with each customer.

Hasit Kakkad, General Manager at BTC Fashion, expressed the goal of providing unique and consistent experiences to every shopper across all brand interactions. Meanwhile, Hetarth Patel, Vice President – Middle East & Africa and Managing Director – UAE at WebEngage, highlighted the deployment of innovative AI technologies and seamless integration with BTC’s systems to enhance customer engagement.

This strategic partnership underscores the importance of AI and automation in modern retail operations, where personalization plays a crucial role in driving business outcomes. The timely adoption of such technologies by forward-thinking retailers like BTC is not only beneficial for consumers but also contributes to the growth of the economy.

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