In the dynamic Middle East market, brands are grappling with the exhilarating challenge of securing customer loyalty amidst intense competition. At the heart of this transformation is personalisation, a strategy rapidly becoming indispensable. Kunal Badiani, Regional Head for the Middle East at MoEngage, underscores the pivotal role of data-driven insights in shaping brand-consumer relationships in the region. “Consumers here expect brands to understand them deeply, from their preferences to their aspirations. Personalisation is not a luxury; it’s a necessity,” Badiani emphasises.

Cultural values in the Middle East emphasise personalised experiences, making this approach crucial for effective brand engagement. Hospitality is deeply ingrained in society, and consumers naturally favour brands that align with these cherished traditions. However, the expectation extends beyond mere courtesies, demanding a seamless blend of online and offline interactions. Recent data from MoEngage highlights this expectation:

● 88% of UAE consumers desire companies that understand their unique needs.
● 66% seek tailored offerings regularly.
● In Saudi Arabia, 58% prefer spending on enriching experiences over products.

“Brands cannot adopt a one-size-fits-all approach. Personalisation builds trust, and trust drives loyalty,” Badiani explains. With shopping festivals like White Wednesday and Ramadan sales intensifying competition, standing out through personalised engagement is vital. “Marketers must shift from focusing on quick wins via discounts to nurturing lasting relationships by truly understanding each customer’s journey,” Badiani advises.

MoEngage’s insights-led engagement platform excels in transitioning from transactional interactions to meaningful relationships. Effective personalisation hinges on unified customer data, yet many brands struggle to consolidate insights from various sources. MoEngage breaks down these barriers, providing a real-time, holistic view of customers.

“Brands often question, ‘Is my data accessible, reliable, and actionable?’ If the answer is no, personalisation efforts will falter. Our platform empowers brands to leverage data effectively, creating experiences that resonate,” Badiani notes. Even the most personalised message fails if not delivered at the right time. MoEngage insights show consumers engage with brands at different times, influenced by daily routines.

“Knowing when your audience is most receptive is crucial,” Badiani insists. “Being present when and where customers are, both physically and mentally, secures loyalty.” The diverse demographics and varying digital adoption levels in the Middle East pose additional challenges. Brands must ensure a consistent experience across digital platforms, mobile apps, and physical locations.

“Today’s customers don’t distinguish between online and offline. They expect a unified, seamless experience,” Badiani points out. While personalisation offers vast opportunities, poorly executed strategies can lead to significant setbacks. A Deloitte study found only 43% of consumers felt experiences were personalised, despite brands claiming 61%.

“This gap between perception and reality poses a considerable risk,” Badiani warns. “In the Middle East, where word-of-mouth is powerful, a single negative experience can harm a brand’s reputation.” As the Middle East undergoes rapid digital transformation, investing in personalisation is no longer optional but essential for brands aiming to thrive.

“Brands that excel in personalisation view it as a value exchange. By delivering relevance and genuine care, they cultivate customer loyalty—loyalty that is truly priceless,” Badiani concludes. For brands in the Middle Eastern market, the message is clear: personalisation is about staying relevant. By leveraging unified customer data and emphasising meaningful engagement, brands can turn one-time buyers into loyal advocates in this fast-paced environment.

As Badiani states, “In the Middle East, one bad experience can cost you a customer. But with the right strategy, one exceptional experience can earn you a lifelong loyalist.”

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