Personalisation: how retailers can get their piece of the pie

Middle East customers are craving online personalisation

As more and more e-commerce websites are emerging in the region, consumers are increasingly turning to digital to search and purchase products – UAE, KSA and Egypt consumers spend in excess of 7 hours online daily; 3 of those being on social media according to Hootsuite(1). Digital is increasingly  changing customer expectation – in the UAE for example 89% of consumers are stating that they are more likely to buy from e-commerce platforms that personalise content to a unique user(2).

From browsing, search and purchase history through to wish lists and reviews, consumers leave a wealth of precious behavioral information that should be leveraged to create highly differentiated and rewarding shopping experiences. Yet in real life, Middle Eastern consumers are quite frequently exposed to irrelevant and poorly executed personalisation experiences.

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How AI is transforming retail

Everyone is talking about Artificial Intelligence or AI; this umbrella of technologies that is able to emulate and sometimes replace human cognitive performance. In fact AI is already largely present in everyday digital interactions. Think of voice recognition, maps itinerary calculation, stock trading and gaming to name a few.

In retail, Artificial Intelligence is primarily being used by market leaders to personalise marketing engagement, optimise supply chain operations and costs and enhance customer experience across channels. Let’s walk through a few examples.

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