Majid Al Futtaim expands digital transformation with new ad tech solution

• 53 million quarterly unique web users across all platforms are set to benefit from new tech initiative
• Carrefour’s Ad Tech solution provides suppliers and brands access to hyper-segmented audiences
• The solution has already been successfully adopted by 15 popular household consumer goods and electronics brands, including Rainbow, Nutella, Beko and Kiri®, registering an average sales uplift of 30%

Dubai – Majid Al Futtaim, the leading shopping mall, communities, retail and leisure pioneer across the Middle East, Africa and Asia, has implemented new advertising technology (Ad Tech) to boost supplier sales and profitability further and to drive greater customer satisfaction through increasingly personalised, recommended product offers across its growing e-commerce platforms.

By adopting the latest digital advertising technology, Majid Al Futtaim ensures Carrefour online customers on its website and smartphone app receive the most relevant and appealing advertised promotions. The pioneering technology generates more significant levels of customer satisfaction by generating highly targeted and personalised advertisements as users complete their online ordering journey.

The seamless programmatic execution delivered by Carrefour provides superior and premium placements, including sponsored listings and immersive display advertisements. In addition, end-to-end tracking, measurement tools, and unique reporting tools and metrics, give participating suppliers a better understanding of individual consumer interactions and drive greater conversion rates. Consumer goods brand La Vache qui Rit^® utilised Ad Tech with Carrefour to achieve a 46% online sales uplift, benefiting from a 1.5x improved click-through-rate. Over 15 household brands have successfully adopted Carrefour’s Ad Tech solution, including Rainbow, Nutella, Beko and Kiri®, achieving an average sales uplift of 30%.

Hani Weiss, Chief Executive Officer, Majid Al Futtaim Retail, said: “Thanks to the availability of ever more sophisticated Ad Tech innovations and the commitment of Majid Al Futtaim to deliver the highest quality in digital transformations, Carrefour provides the best-in-class solutions to benefit both our supplier partners and online customers. This new technology is changing how brands connect with their audiences and how advertisers and publishers interact with each other. By investing in Ad Tech solutions, Carrefour makes wiser content placements that effectively position supplier brand advertisements when and where they are needed most on our e-commerce platforms. The results are clear; with a three-fold increase in the probability of conversion of audiences targeted, Ad Tech is extremely valuable for brands and consumers, generating an all-around more effective and rewarding digital experience.”

Nalla Karunanithy, Chief Digital Officer, Majid Al Futtaim Retail, said: "The world of retail is changing rapidly, and advertising in today’s digitally-driven society is undergoing an exciting transformation – one of which Carrefour is proud to be at the forefront. The UAE digital advertising market alone is forecast to grow to US$1.5bn by 2025. Adopting the latest Ad Tech innovations provides suppliers with the ability to directly target each customer with the most relevant products based on their unique profile. This technology also adapts in real-time to each customer's changing preferences to ensure only the most effective solutions are delivered.
Majid Al Futtaim sees this as a win-win for its valued customers, supplier brands and stakeholders, adding yet another innovation to its growing roster of technologically driven developments.”

The rise of Ad Tech optimises advertising spend for brands and suppliers and makes the process of reaching customers with targeted information much more cost-effective. Through intelligent data analysis, a micro-segmented audience and a targeted keyword campaign structure creating 100% transparency, this new technology delivers effective advertisements according to the requirements of the individual ad and provides superior levels of feedback on the conversion rates for each item promoted. All this is achieved while registered and guest customers’ privacy data is kept confidential at the highest standard within the Carrefour platform ecosystem.

Other recent innovations across the retail arm include the region’s first automated Micro Fulfilment Centres, Automated Click & Collect, Mobile Scan & Go and the launch of an online marketplace, utilising the latest in state-of-the-art technology.

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About Carrefour

Carrefour was launched in the region in 1995 by UAE-based Majid Al Futtaim, which is the exclusive franchisee to operate Carrefour in over 30 countries across the Middle East, Africa, and Asia, and fully owns the operations in the region. Today, Majid Al Futtaim operates over 350 Carrefour stores in 17 countries, serving more than 750,000 customers daily and employing over 37,000 colleagues.

Carrefour operates different store formats, as well as multiple online offerings to meet the growing needs of its diversified customer base. In line with the brand’s commitment to provide the widest range of quality products and value for money, Carrefour offers an unrivalled choice of more than 500,000 food and non-food products, and a locally inspired exemplary customer experience to create great moments for everyone every day. Across Carrefour’s stores, Majid Al Futtaim sources over 80% of the products offered from the region, making it a key enabler in supporting local producers, suppliers, families and economies.

About Majid Al Futtaim

Founded in 1992, Majid Al Futtaim is the leading shopping mall, communities, retail and leisure pioneer across the Middle East, Africa and Asia.

A remarkable business success story, Majid Al Futtaim started from one man’s vision to transform the face of shopping, entertainment and leisure to ‘create great moments for everyone, every day’. It has since grown into one of the United Arab Emirates’ most respected and successful businesses spanning 17 international markets, employing more than 43,000 people, and obtaining the highest credit rating (BBB) among privately-held corporates in the region.

Majid Al Futtaim owns and operates 28 shopping malls, 13 hotels and four mixed-use communities, with further developments underway in the region. The shopping malls portfolio includes Mall of the Emirates, Mall of Egypt, City Centre malls, My City Centre neighbourhood centres, and five community malls which are in joint venture with the Government of Sharjah. The Company is the exclusive franchisee for Carrefour in over 30 markets across the Middle East, Africa and Asia, operating a portfolio of more than 350 outlets and an online store.

Majid Al Futtaim operates more than 500 VOX Cinemas screens as well as a portfolio of world-class leisure and entertainment experiences across the region including Ski Dubai, Ski Egypt, Dreamscape, Magic Planet, Little Explorers and iFLY Dubai. The Company is parent to the consumer finance company 'Najm', and a Fashion, Home and Specialty retail business representing international brands such as Abercrombie & Fitch, Hollister, AllSaints, lululemon athletica, Crate & Barrel, Maisons du Monde, LEGO and THAT, a Majid Al Futtaim fashion concept store and app. In addition, Majid Al Futtaim operates Enova, a facility and energy management company, through a joint venture operation with Veolia, a global leader in optimised environment resource management.

www.majidalfuttaim.com 

© Press Release 2021