Retailers in Dubai should drop their marketing strategy of sending out mass emails and text messages to attract customers, according to a global management consultancy.

The advice from Booz Allen Hamilton comes as the emirate celebrates the 20th edition of Dubai Summer Surprises (DSS), with the city hosting a number of promotional offers.

The consultancy said retailers should harness the intelligence and predictive capabilities of data to target customers effectively. Adopting predictive analytics will help reduce operational costs, enhance customer experience and boost return on investments, it said.

“UAE retailers must leverage the value of both internal data, including customer profiles, social media, footfall and transactions – and external data, including customer social profile, traffic and weather data to curate their offering to drive sales, while also optimising their engagement with customers,” Booz Allen Hamilton vice president Danny Karam said.

“It’s about getting customers to personally engage with a retailer’s brand. Sending

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