Omnichannel Marketing

Welcome to the second issue of MENA Review, the newsletter that brings you the latest trends, insights and best practices in marketing in the Middle East and North Africa. In this issue, we will cover the following topics:

This week’s brain teaser: a riddle to challenge your creativity and logic
Term of the day: omnichannel marketing
Examples showcasing how omnichannel marketing is used in different marketing campaigns in the MENA region

We hope you enjoy reading this issue and find it useful for your marketing endeavours. If you like what you see, please subscribe to our newsletter by sharing your email address on our website: www.mena-review.com.

This week’s brain teaser!

Can you solve this riddle?

I am a word that begins with O. I have ten letters and four syllables. I am related to marketing, but I am not a strategy or a tactic. I can be used to provide customers with a seamless and integrated shopping experience across multiple channels and platforms. What word am I?

Think hard and try to figure it out. The answer will be revealed at the end of this newsletter.

Term of the day: Omnichannel Marketing

Omnichannel marketing is a strategy that provides customers with a seamless and integrated shopping experience across multiple channels and platforms, such as online, mobile, social media, email and physical stores. Omnichannel marketing aims to create a consistent and personalized customer journey that meets the customers’ needs and preferences at every touchpoint.

Omnichannel marketing is becoming more important and relevant in the MENA region, as consumers are increasingly using different devices and platforms to research, compare and purchase products and services. According to a report by McKinsey, 60% of consumers in the MENA region use more than one device to complete an online purchase, and 40% of consumers use both online and offline channels to make a purchase.

Omnichannel marketing can help marketers increase customer loyalty, satisfaction and retention, as well as boost sales, revenue and profitability. Omnichannel marketing can also help marketers gain a competitive edge in the crowded and dynamic MENA market.

However, omnichannel marketing is not easy to implement and manage. Marketers need to have a clear vision, strategy and goals for their omnichannel efforts, as well as the skills and resources to execute them effectively. Marketers also need to have a deep understanding of their customers’ behaviour, preferences and expectations across different channels and platforms. Marketers also need to leverage data, analytics and technology to create and deliver relevant and personalized content, offers and experiences to their customers.

To learn more about omnichannel marketing and how it is used in different marketing campaigns in the MENA region, check out the following articles:

Article 1: How Noon used omnichannel marketing to become a leading e-commerce platform in MENA

Noon is one of the leading e-commerce platforms in the MENA region, offering a wide range of products such as electronics, fashion, beauty, home and grocery. Noon was launched in 2017 with a vision to create a digital marketplace that connects local businesses with customers in the region.

To achieve this vision, Noon used omnichannel marketing to create a seamless and integrated shopping experience for its customers across different channels and platforms. Some of the omnichannel initiatives that Noon implemented are:

Online: Noon created a user-friendly and mobile-optimized website and app that offer easy navigation, fast checkout, secure payment options, free delivery and returns, customer reviews and ratings, product recommendations and discounts.
Offline: Noon partnered with local retailers such as Alshaya, Home Box, Babyshop and Splash to offer its customers the option to buy online and pick up in store (BOPIS) or buy in store and get delivered (BISD). Noon also opened physical kiosks in malls and supermarkets where customers can browse products on tablets and order them online.
Social media: Noon used social media platforms such as Facebook, Instagram, Twitter and Snapchat to engage with its customers and potential customers. Noon used social media to share its brand story, values and vision, as well as showcase its products, offers and promotions. Noon also used social media to interact with its customers and provide them with customer service, feedback and support.
Email: Noon used email marketing to communicate with its customers and potential customers. Noon used email marketing to send personalized and segmented messages based on the customers’ behaviour, preferences and interests. Noon also used email marketing to inform its customers about new products, offers and events, as well as remind them about abandoned carts, wish lists and loyalty points.

The omnichannel marketing strategy helped Noon grow its customer base, sales and market share in the MENA region. Noon also increased its customer loyalty, satisfaction and retention, as well as its brand awareness and reputation.

The strategy also helped Noon achieve its vision of creating a digital marketplace that connects local businesses with customers in the region. Noon enabled local businesses to expand their reach, visibility and sales by listing their products on its platform and leveraging its logistics, technology and marketing capabilities.

Article 2: How Careem used omnichannel marketing to launch its Super App in MENA

Careem is one of the leading ride-hailing and delivery platforms in the MENA region, operating in 14 countries and serving over 33 million customers. In June 2020, Careem launched its Super App, a single app that offers multiple services such as ride-hailing, food delivery, grocery delivery, bike-sharing, bus-booking and more.

To launch its Super App, Careem used omnichannel marketing to create a comprehensive and integrated marketing campaign that reached and engaged its customers across different channels and platforms. The campaign consisted of four phases:

Teaser: Careem used social media platforms such as Facebook, Instagram, Twitter and YouTube to create buzz and curiosity about its Super App. Careem posted cryptic messages and videos that hinted at the launch of something big and new.
Reveal: Careem used social media platforms to reveal its Super App and explain its features and benefits. Careem also used email marketing to inform its existing customers about the Super App and invite them to download it or update their existing app.
Activation: Careem used online and offline channels to activate its Super App and drive usage and adoption. Careem used online channels such as Google Ads, YouTube Ads, Facebook Ads and Instagram Ads to target potential customers who were searching for or interested in the services offered by the Super App. Careem also used offline channels such as billboards, radio spots, TV commercials and print ads to reach a wider audience and increase brand awareness.
Retention: Careem used online channels such as email marketing, push notifications and in-app messages to retain its Super App customers and encourage them to use more services. Careem also used loyalty programs, referral programs, discounts and offers to reward its Super App customers and increase their lifetime value.

The omnichannel marketing campaign helped Careem successfully launch its Super App in the MENA region. Careem achieved a 25% increase in app downloads, a 30% increase in app usage and a 40% increase in cross-service usage.

The campaign also helped Careem achieve its vision of becoming a one-stop-shop for everyday needs and a platform for mass transportation, delivery and payments in the region. Careem enabled its customers to access multiple services with one app, one account and one payment method.

Article 3: How IKEA used omnichannel marketing to increase sales during Ramadan in MENA

IKEA is one of the world’s largest furniture retailers, operating in over 50 countries and serving over 1 billion customers. In the MENA region, IKEA has stores in six countries: UAE, Saudi Arabia, Qatar, Kuwait, Egypt and Morocco.

During Ramadan, IKEA wanted to increase its sales by tapping into the festive spirit and cultural traditions of its customers in the MENA region. IKEA also wanted to showcase its products as solutions for creating a cosy and comfortable home during Ramadan.

To achieve this goal, IKEA used omnichannel marketing to create a holistic and engaging marketing campaign that connected with its customers across different channels and platforms. The campaign consisted of three elements:

Content: IKEA created and shared various types of content related to Ramadan, such as articles, videos, podcasts, infographics and webinars. The content highlighted the key themes and tips for decorating, organizing and hosting at home during Ramadan, as well as showcased IKEA’s products and offers.
Social media: IKEA used social media platforms such as Facebook, Instagram, Twitter and Snapchat to amplify its content and reach its target audience of home lovers, families and millennials in the MENA region. IKEA also used social media to engage with its audience and encourage them to share their feedback and questions on Ramadan.
E-commerce: IKEA enhanced its e-commerce website and app to provide its customers with a seamless and convenient shopping experience online. IKEA offered features such as easy navigation, fast checkout, secure payment options, free delivery and returns, customer reviews and ratings, product recommendations and discounts. IKEA also offered features such as virtual reality, augmented reality and online planning tools that allowed customers to visualize and design their home using IKEA’s products.

The omnichannel marketing campaign helped IKEA increase its sales during Ramadan in the MENA region. IKEA achieved a 20% increase in online sales, a 15% increase in store visits and a 10% increase in average basket size.

The campaign also helped IKEA connect with its customers and celebrate the spirit and traditions of Ramadan. IKEA positioned itself as a brand that understands and respects the culture and values of its customers in the MENA region. IKEA also positioned itself as a brand that offers solutions for creating a comfortable home during Ramadan.

Answer to the riddle

Did you figure out the answer to the riddle? Here it is:

The answer is omnichannel.

Omnichannel is a term that describes a strategy that provides customers with a seamless and integrated shopping experience across multiple channels and platforms, such as online, mobile, social media, email and physical stores.

Did you get it right? Congratulations if you did! If not, don’t worry, there will be more riddles to challenge you in the next issues.

This concludes the second issue of MENA Review, the newsletter that brings you the latest trends, insights and best practices in marketing in the MENA region. We hope you enjoyed reading it and found it useful for your marketing endeavours.

We would also love to hear your feedback and suggestions on how we can improve our newsletter and make it more valuable for you. Please feel free to contact us at info@mena-review.com

Thank you for reading and stay tuned for our next issue! 😊