Majid Al Futtaim, the leading shopping mall, communities, retail and leisure pioneer across the Middle East, Africa and Asia, has announced plans to enhance its advanced analytics capabilities, which will allow the company to gather deeper consumer insights, and in turn, revolutionise the personalised experiences it offers to customers.

Alain Bejjani, Chief Executive Officer at Majid Al Futtaim – Holding said: “At Majid Al Futtaim, our customers are always at the centre of everything we do. By investing in advanced analytics, we are able to more intimately understand and predict their evolving needs and preferences, and in turn, more effectively deliver experiences that fulfil our vision of creating great moments for everyone, everyday. With a robust and diverse database of unique customers, and best-in-class tools, training and expertise now in place, we are confident our customers will see great value in our personalised experiences.”

Majid Al Futtaim has defined four elements for its data analytics transformation journey; increasing group wide analytical capabilities, enriching data to maximise group synergies, enablling analytics through state-of-the-art technology, and delivering value from data through advanced analytics. The company is currently recruiting a group of top-notch data engineers, scientists and translators who will be embedded within the business units to harness the power of data.

The School of Analytics and Technology, which launched in June, is a key driver of the data driven culture.Located at Majid Al Futtaim’s Leadership Institute in Dubai, the School has already started to deliver a number of education programmes to employees focused on enhancing their understanding of how analytics can be used to improve the delivery of unique and engaging experiences. It is also traininga select group of employees to become Analytics Translators, who will act as the bridge between Majid Al Futtaim’s businesses and a group of advanced analytics experts. To harness all the available data across the business, these experts will be responsible for mining and analysing data in real-time, using sophisticated algorithms, before converting it into simple actionable insights.

The curriculum of the School of Analytics and Technology will comprise of 14 courses which cover three main pillars; data, analytics, and technology. The data modules will focus on the importance of data collection, classification and assessment, as well as sources of data and how to leverage them. The analytics modules will include the basics of coding and algorithms, and the visualisation of analytics. The modules on technology will be focused on developing the different dimensions of digital competence, including cybersecurity, digital disruption, artificial intelligence and the internet of things. The modules will include practical components, referred to as 'labs', to ensure hands-on learning. The curriculum will be rolled out to all 39,000 employees in the company, across all levels so that they better understand data and how it can be used. To date, more than 100 employees have received formal training.

Majid Al Futtaim’s School of Analytics has already welcomed guest speakers including Billy Beane, the inspiration for the Hollywood film, Moneyball, and he delivered a speech to employees about the power of analytics. Beane is famed for transforming how the world of baseball evaluates players after he used a unique analytical approach to player selection, management and trade, to lead the Oakland Athletics Major League Baseball team to four American League West titles.  

 

About Majid Al Futtaim

Founded in 1992, Majid Al Futtaim is the leading shopping mall, communities, retail and leisure pioneer across the Middle East, Africa and Asia.

A remarkable business success story, Majid Al Futtaim started from one man’s vision to transform the face of shopping, entertainment and leisure to ‘create great moments for everyone, every day’. It has since grown into one of the United Arab Emirates’ most respected and successful businesses spanning 15 international markets, employing more than 39,000 people, and obtaining the highest credit rating (BBB) among privately-held corporates in the region.

Majid Al Futtaim owns and operates 21 shopping malls, 12 hotels and three mixed-use communities, with further developments underway in the region. The shopping malls portfolio includes Mall of the Emirates, Mall of Egypt, City Centre malls, My City Centre neighbourhood centres, and four community malls which are in joint venture with the Government of Sharjah. The Company is the exclusive franchisee for Carrefour in 38 markets across Middle East, Africa and Asia, and operates a portfolio of more than 210 outlets in 15 countries.

Majid Al Futtaim operates 284 VOX Cinema screens and 31 Magic Planet family entertainment centres across the region, in addition to iconic leisure and entertainment facilities such as Ski Dubai and Ski Egypt, among others. The Company is parent to the consumer finance company 'Najm', a fashion retail business representing international brands such as Abercrombie & Fitch, AllSaints, lululemon athletica, and Crate & Barrel; and a healthcare business that operates City Centre Clinics. In addition, Majid Al Futtaim operates Enova, a facility and energy management company, through a joint venture operation with Veolia, a global leader in optimised environment resource management. The Company also owns the rights to The LEGO Store and American Girl in the Middle East and operates in the food and beverage industry through a partnership with Gourmet Gulf.

 

Source: Edelman