Saudi’s Merkle to execute AlHokair Fashion’s Performance Marketing Strategy

By Arya M Nair, Intern Reporter
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Fashion
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Merkle Saudi Arabia, a leading technology-enabled, data-driven customer experience management (CXM) company and arm of the UK-based media company, Dentsu, has been selected by AlHokair to deliver its performance marketing strategy across its fashion, beauty and sport retail brands.

The appointment comes after a competitive bid to integrate AlHokair’s retail arm’s performance marketing with a scalable approach and an overarching account structure while keeping the required focus for each brand including Decathlon, Aldo, GAP and Flormar in the Kingdom of Saudi Arabia under their banner.

Merkle’s mission is to offer personalization for the premium franchise retailer across womenswear, menswear, children’s and baby products, shoes and accessories, cosmetics, food and beverage, sports and entertainment through performance marketing and granular feed management.

The company’s expertise in managing large-scale and multi-layered accounts was cited as a reason for the selection, as well as demonstrating how a data-driven, audience-first approach can be efficiently deployed across multiple brands.

Hassan Al Redha
Hassan Al Redha
Head of marketing
AlHokair Fashion Retail

“We were looking for a new agency partner to deliver across all performance marketing capabilities, consolidating our PPC, social and digital media efforts across numerous distinct brands. Merkle’s approach is helping us to integrate our tools and augment our data assets, delivering people-based insights that will ultimately lead to more meaningful customer engagement across all touchpoints. We are delighted to partner with Merkle to continue driving incremental growth for our brands.”

Mr. Vimal Badiani, head of Merkle, MENA said that “AlHokair has witnessed tremendous growth in the last 30 years and it’s an incredibly exciting time to be working with them as they continue to expand across verticals and markets. We are looking forward to leveraging our expertise in customer experience management to support its objective of targeting audiences more efficiently and effectively.”

Related: Indian fashion startup Fashinza to use $20mn to fuel expansion


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