Overview

Engagement overview

Majid Al Futtaim (MAF), a leading lifestyle and retail enterprise in the Middle East, prioritized strengthening customer engagement across its diverse portfolio of businesses. With millions of interactions spanning digital and physical touchpoints, the organization focused on improving customer intelligence and enabling more data-driven campaign planning, execution, and measurement.

The initiative centered on enabling marketing teams to define, measure, and optimize customer lifetime value across the ecosystem. To support this vision, Majid Al Futtaim focused on consolidating customer data across business units, strengthening campaign governance, and improving performance visibility through centralized monitoring and reporting. In collaboration with TO THE NEW, the initiative enabled a unified Customer 360 foundation, AI-driven campaign management capabilities, and centralized dashboards to improve audience targeting, campaign orchestration, and engagement tracking across channels.
 

Our client

Retail
 UAE

Majid Al Futtaim is a Dubai-based lifestyle business operating integrated destinations across the Middle East, Africa, and Asia. Since its founding in 1992, MAF has redefined retail and entertainment experiences through a diversified ecosystem spanning shopping malls, hypermarkets, cinemas, and leisure destinations.

Card - TO THE NEW

Business objective

Majid Al Futtaim focused on strengthening campaign operations and improving customer engagement across its business units.

01

Majid Al Futtaim focused on strengthening campaign operations and improving customer engagement across its business units.

02

Consolidate customer data across business units to enable a unified Customer 360 view

03

Strengthen audience segmentation and personalization through enriched customer intelligence

04

Enable structured campaign governance across offers, communication frequency, and business units

05

Establish a centralized offer bank with standardized templates to improve campaign consistency and efficiency

06

Automate campaign lifecycle processes, including offer requests, audience selection, and trigger management

07

Improve collaboration across business units through streamlined workflows and approval processes

08

Enhance campaign measurement through automated reporting and centralized monitoring dashboards

Business solution

The initiative supported the development of a centralized marketing platform designed to unify customer intelligence and streamline campaign management.

  • Enabled integration of customer data from multiple internal and external sources into a unified platform

  • Established a Customer 360 environment combining transactional, behavioral, and engagement data for marketing activation

  • Enabled advanced segmentation and campaign targeting through enriched customer attributes

  • Supported AI-enabled campaign management capabilities for offer creation, audience targeting, and personalized campaign orchestration

  • Enabled real time event based campaigns for instant customer outreach

  • Supported development of dashboards within a Campaign Monitoring Tower to track campaign performance and engagement metrics

  • Enabled automated monitoring and alerts to improve operational visibility and reliability

  • Supported processing of more than 100 million customer records daily at enterprise scale

Business impact

The platform enabled measurable improvements in campaign effectiveness, operational visibility, and customer engagement capabilities.

68% uplift in campaign effectiveness achieved within the first year

8% improvement in transaction conversion rates contributing to stronger revenue performance

100M+ customer records processed daily to support enterprise-scale marketing operations

80% reduction in infrastructure delivery time through CI/CD automation for Pulumi deployments

Optimized cloud costs through redesigning Glue jobs, Flex migration and EMR Serverless

Centralized customer intelligence enabled unified analytics and campaign management workflows