Intelligent CIO Middle East Issue 79 - Page 59


eXtra is one of the leading and fastest-growing retail brands in Saudi Arabia . Established in 2003 by the United Electronics Company ( UEC ), eXtra offers all the leading international brand products and stocks an extensive product range including TVs , audio systems , computers , mobile phones and IT communications , cameras , home appliances , and personal care products .

The product range is supported by comprehensive after-sales services such as extended warranty , free home delivery , and installation services . Today , eXtra caters to millions of shoppers and has over 45 stores across the Kingdom of Saudi Arabia , two stores in Bahrain , and three in Oman .
The objective
As a retailer operating in a highly competitive landscape , eXtra aims at making every shopper ’ s online shopping experience enjoyable , hassle- free , and memorable . To provide a true multi- channel experience , the team at eXtra was looking for a full-stack retention operating system that would help the company with getting a unified view of each shopper , segmenting shoppers based on geography and behaviour , and engaging shoppers across multiple channels and devices .
After evaluating a few retention operating systems , eXtra partnered with WebEngage to power its user engagement and retention initiatives .
The customer success manager ( CSM ) at WebEngage and the product and marketing managers at eXtra came together to delve deep into the challenges eXtra had been facing and come up with a customised solution .
According to WebEngage , its WebEngage Retention Operating System is a suite for marketers to store user data , provide actionable insights and orchestrate omnichannel campaigns by leveraging user insights to provide hyper-personalised enduser experiences .
Use case
Some of the primary use cases the team at eXtra wanted after implementing the WebEngage Retention Operating System included improving product discovery and engage new visitors and provide a seamless experience and make it easy for new shoppers to navigate through the platform and get to what they are looking for quickly .
Based on this need , the customer success team at WebEngage caught up with the stakeholders at eXtra to get an in-depth understanding of the use case and came up with a customised solution .
After careful consideration , WebEngage ’ s Customer Success Manager along with the team at eXtra came up with a data-driven approach that leverages abandoners browsing behaviour to send hyperpersonalised campaigns .
eXtra created a journey using WebEngage ’ s Journey Designer to target abandoners ’ who dropped off from the product page .
The journey targeted both Android and iOS app users through a single campaign .
Improve product discovery and engage new visitors
Following eXtra ’ s implementation of the WebEngage Retention Operating System , the retailer has received significant traffic through desktop and mobile devices
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