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DigitalFeaturedOpinion

Tech stacks to drive transformation

Merkle MENA’s Sameer Poonja points to tech stacks as being the building blocks of any successful digital transformation.

tech stacks
‘Get the tech stacks right, and you’ll have the tools to transform, adapt, and grow.’

As we approach 2025, it’s undeniable that the e-commerce landscape has been reshaped entirely. The Covid-19 pandemic didn’t just push brands online – it redefined the entire shopping experience. 

The most successful brands today understand that the traditional, linear shopping journey is dead. Gone are the days when a customer casually browsed a store, selected a product, and made a purchase in a straightforward transaction. 

Now, the consumer journey is a web of touchpoints, both online and offline, that require businesses to be agile, responsive, and – most importantly – intelligent about how they use data. Brands must now go beyond surface-level data if they want to succeed. It’s no longer enough to just know who your customer is; you need to know what they want even before they do.

Investing in data

Brands that invest in real-time data analysis powered by AI are the ones that will not only survive but thrive in this fast-paced environment. 

Whether it’s personalised product recommendations or real-time inventory adjustments based on local demand, using data to tailor the shopping experience is no longer a luxury – it’s a necessity.

Think about it: 56 per cent of consumers expect personalised offers. That’s more than half of your potential customer base who might pass on your product if you don’t speak directly to their individual preferences. The key is identity resolution – understanding who your customers are, even when they’re just anonymous browsers.

The days of one-size-fits-all marketing are long gone. Today, it’s about creating a connection, making the consumer feel seen and heard through personalised experiences.

Data infrastructure plays a huge role in this. It’s easy to throw buzzwords like ‘AI’ and ‘personalisation’ around, but none of it matters if a brand’s data isn’t properly managed and utilised. Investing in the right technology – whether it’s data lakes or consumer data warehouses – ensures brands can integrate and analyse data across multiple platforms while keeping privacy concerns in check. It’s the backbone of a seamless, personalised shopping experience.

tech stacks
Sameer Poonja, Managing Director – Experience and Platforms, Merkle MENA

Using data to improve customer experiences

And then there’s the power of AI and analytics. As the saying goes, ‘what gets measured, gets managed’ and it couldn’t be more relevant in the e-commerce space. With predictive modelling and customer segmentation, brands can anticipate consumer needs and fine-tune their strategies. This not only makes for more effective marketing but creates a better overall shopping experience.

Take IKEA as a prime example. By using augmented reality (AR), it allows customers to visualise how furniture will look in their homes before buying. It’s not just a clever gimmick – it’s an intelligent use of data to enhance the customer experience. This technology doesn’t just help make a sale; it opens the door for upselling complementary items, further enhancing brand loyalty.

Nike and Sephora are also shining examples of how to blend online and offline experiences seamlessly. Nike’s app-driven strategy creates a sense of community, making customers feel part of a lifestyle rather than just purchasers of a product. This sense of belonging drives engagement, while user-generated content keeps customers returning to the brand. Similarly, Sephora’s virtual try-on and personalised app content bridges the gap between digital and physical shopping, creating a smooth, engaging experience that encourages conversions.

Tech stacks make the best tools

But it’s not just about the shiny, customer-facing side of e-commerce. Behind the scenes, experience orchestration is vital. Brands need to streamline their operations so that all aspects – loyalty programmes, audience management, marketing tools – work in harmony to deliver a consistent, personalised experience across all touchpoints.

In a world where change is the only constant, agility is critical. As Merkle’s latest Tech Stack report rightly highlights, organisations must build core capabilities that allow for scalability and flexibility. Brands that are stuck in old models of doing business will be outpaced by competitors who can pivot at a moment’s notice in response to shifting market trends.

Ultimately, a strong tech stack is the foundation – the very building blocks – of any successful digital transformation. It enables brands to not only meet consumer expectations but to exceed them through seamless personalisation, data-driven insights, and agile responses to market shifts. 

Just as a building relies on its structural integrity, your business’s ability to thrive in the e-commerce world depends on how well these foundational elements are put together. Get the tech stacks right, and you’ll have the tools to continuously transform, adapt, and grow in an ever-evolving digital landscape.

By Sameer Poonja, Managing Director – Experience and Platforms, Merkle MENA