Majid Al Futtaim expands digital transformation with new ad tech solution

Carrefour is the first retailer in the Middle East to introduce targeted advertising technology, ad tech for e-grocery retail shopping.

Majid Al Futtaim, a 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.

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The seamless programmatic execution delivered by Carrefour provides 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

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.