Saudi Arabia’s giant electronics retailer eXtra leverages Horizon

XCM are delighted to announce their partnership with the Saudi based electronics retailer, eXtra which went live in April 2022. 

With many millions of shoppers, eXtra is the largest omnichannel consumer electronics retailer across the Kingdom of Saudi Arabia and the Middle East, with over 47 stores as well as 3 stores in Bahrain and 3 in Oman with further plans to expand in 2023. eXtra was established in 2003 to provide customers with a complete shopping experience for consumer electronics and home appliances. eXtra offers an extensive product range of leading international brands and ranks first among retail companies in the list of 100 Saudi Fast Growth Companies.

XCM’s Customer Data Platform, Horizon, has been implemented across all aspects of eXtra’s business. Alongside this, XCM are also delivering game-changing analytics, reporting and omnichannel CRM execution support across multiple technologies across the business.

Horizon will enable enhanced targeting across all channels, alongside insightful reporting and advanced data modelling designed to deliver increased ROI and customer experience. At the heart of the solution, XCM has implemented a segmentation and analytical modelling suite that will drive highly targeted personalised campaigns across the entire eXtra customer data universe.

Mohamed Hussein, CMO at eXtra, had the following to say about the partnership:

“Using Horizon was a very strong step in our digital transformation journey, it is not only about how to deliver a better customer experience and monetise our data but also it broadens the perspectives of our team on endless opportunities…It’s an exciting project and the initial results are very promising.”

The overall objectives of the partnership are to:

• Integrate several source data systems together to create one single view of the customer across on and offline channels
• Implement CDP, Analytics and Reporting technologies across the business surfacing the right data to the right teams
• Embrace machine learning concepts and advanced data models to monetise the data into action
• Build out sophisticated models to deliver key insights such as customer lifetime value, cost of acquisition and campaign attribution
• Deliver significant insights on customers across many business units to support and drive new and existing commercial opportunities
• Build out a suite of performance and insight customer dashboards to educate and help users in the business understand customer behaviour quickly to create quicker action and change
• Create and deliver a raft of customer lifecycle campaigns across multiple channels to drive incremental ROI across all customer retention KPI’s
• Use segmentation, profiling and predictive analytics to personalise customer communications driving more engagement and incremental ROI

Luke Ibbetson, Managing Director at XCM, is delighted about the partnership and added:

“The opportunity to support eXtra on its growth journey is very exciting for us. We now need to turn that opportunity into reality. eXtra have great people in place that we can work with day to day which will help us to make a huge impact on business performance over the next few years. We are already seeing some very exciting results which we will share with you all soon”.

XCM are working with leading brands to maximise their commercial opportunities and support data-driven marketing.

Contact us to discuss your data requirements.