Alshaya Group, an international retail franchise operator, has launched its omnichannel retail media network, Alshaya Media Connect (AMC).
Alshaya currently claims to operate over 4,000 stores and more than 125 online and digital businesses across the region. These partners span diverse categories such as fashion, footwear, home furnishings, beauty, and food.
The new network is also integrated with Aura, the group’s loyalty programme, which it claims has 8.3 million members across Bahrain, Qatar, KSA, Kuwait, and UAE.
“The launch of Alshaya Media Connect is an exciting opportunity for advertisers to connect with distinct groups of shoppers with precision,” said Francois Orhan, Director of Loyalty, Payment, Data & Analytics at Alshaya Group.
With its new digital advertising network, Alshaya Group aims to offer a fully integrated media service network in an effort to bring cutting-edge solutions for retail media advertising to businesses across the region. The Group said this will be achieved by leveraging first-party data insights from its 70 franchise partners.
AMC will use insights from various customer touch points to allow advertisers to run targeted campaigns at scale across onsite and offsite channels. The evolved capabilities of AMC hope to enable brands to utilise the Group’s extensive network of in-store screens to create a seamless omnichannel experience.
“They [brands] will gain access to real-time audience segmentation, enabling them to optimise campaign performance, especially during crucial sales periods. Additionally, with strong data foundations, the network will offer advanced measurement capabilities, allowing for a holistic view of sales impact across both online and offline channels.” Orhan explained.
To enhance the network’s capabilities in off-site campaigns, Alshaya Group has partnered with Epsilon, an advertising and marketing technology company, part of Publicis Groupe, in the UAE and KSA.
This collaboration will enable endemic and non-endemic advertisers to connect with target audiences through programmatic advertising.
By partnering with Epsilon, AMC will offer open web advertising for brands to engage with targeted audiences using AI models trained on purchase behaviors.
The Group promises that more partnerships are on the way as it aims to scale up its offerings, with roll-outs of AMC planned for launch in Kuwait and Qatar later this year. This expansion will provide more brands with access to valuable data insights across the region.
The digital advertising network aims to include opportunities for brands to connect with Alshaya customers through social media, search, digital platforms and in-store as it scales to a larger scope.
