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This Saudi Company Is Seriously Switching Up The Region’s E-Commerce Market

Kudos to AlMalki Group, one of the Kingdom’s most storied retail conglomerates…

Daniel Gomez, AlMalki Group

AlMalki Group is digitally transforming the GCC’s e-commerce market, according to Salesforce, the global leader in customer relationship management. Specialising in the luxury retail and distribution market, the Saudi-based group is without a doubt supporting e-commerce innovation and deploying a wide range of solutions to transform customer experiences in the region with a growing younger, technology savvy and globalised population.

More are more customers are looking for customised shopping journeys and the convenience and data-driven omni-channel capabilities of e-commerce. Subsequently, the GCC’s e-commerce market is growing at 20 percent compound annual growth rate and is set to reach USD 29 billion in 2021, according to a recent report by Kearney.

Thierry Nicault, Salesforce

And to better cater to customers, AlMalki Group, which will celebrate its 70-year anniversary in 2022, is using Salesforce solutions such as the Service Cloud to interact with customers by email, phone, social media and WhatsApp. The family-owned group is also using Marketing Cloud to drive personalisation and marketing automation, as well as Commerce Cloud to build rich, Artificial Intelligence-powered shopping experiences for their partner brands. Additionally, AlMalki Group, which represents over 105 international perfume, cosmetics, accessories, watches and jewellery brands online and in boutiques, has used MuleSoft. This has allowed it to build a single view of the customer across Salesforce and other disparate systems, so that it could deliver omni-channel experiences faster. Meanwhile, the Salesforce Content Management System allows for curating and sharing content in multiple languages.

“Thanks to our digital transformation with Salesforce, AlMalki Group can now use data to power unique brand experiences,” Daniel Gómez Rojas, Chief Digital Officer, AlMalki Group, said. “With APIs (application programming interfaces) built on MuleSoft, AlMalki can connect customer data and integrate many different systems seamlessly.

“At AlMalki Group, we can now better identify our millions of customers, deliver one-on-one digital marketing, and give our customers personalised offers,” he added. “We went from a business of buying and selling goods, to creating unique customer experiences for our partner brands, both online and in stores.”  

In the future, AlMalki Group aims to adopt the Salesforce Customer Data Platform to fully integrate its cloud solutions, its content management system and its social media platforms.

“AlMalki Group is a Middle East retail leader in digitally transforming to gain a real-time, 360-degree view on its customers,” Thierry Nicault, Area Vice President – Middle East and North Africa, Salesforce, said. “AlMalki Group can deliver new levels of customer experiences, and securely scale up on the cloud as the company continues to expand across the region.”  

As part of its digital transformation, AlMalki Group is working with the channel partner Emakina. The company has also leveraged MuleSoft Catalyst services, which provide unique methodology, templates and assets, allowing it to achieve business outcomes faster. 

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