CASE STUDY customer engagement and loyalty, driving repeat business and increasing customer lifetime value.
Blue AI integrates advanced AI and Generative AI technologies to offer tailored customer experiences. Business applications include AI-driven recommendation engines, virtual assistants, and predictive analytics tools. These applications analyse customer data to provide tailored product suggestions, automate customer support, and forecast demand.
This data-driven approach enables businesses to make more informed decisions, improve customer experiences, and drive overall efficiency. By leveraging AI, Al-Futtaim is able to enhance personalisation, streamline operations, and achieve greater agility in an increasingly competitive landscape.
Enterprise wide data management
“ We have created a strong foundational data platform called the Intelligent Data Platform, which brings together the data from all our divisions and markets to establish a single source of truth. With the move to S / 4HANA, we now have a robust digital core, with inbuilt AI capabilities,” explains Shrivastava.
These platforms provide a unified view of all business activities, enabling real-time data processing and analytics.
This approach helps to support a self-serve model, where individual business users can leverage the data platform to develop the required analytics. A centralised platform with self-serve capabilities allows Al-Futtaim to monitor performance, identify trends, and respond swiftly to market changes, ensuring a cohesive and efficient operation across Middle East markets.
Activating and rolling out Blue AI
The Blue loyalty application was built by leveraging the flutter framework and over time, Al-Futtaim has enhanced its features. Blue AI was developed through a combination of internal teams and Al-Futtaim’ s technology partners. At the heart of Blue, is an intelligent personalisation engine, which is built on a customer data platform. This allows Al-Futtaim to offer a personalised, engaging experience for its Blue customers.
Business processes involving customer enrolment, points accumulation, and rewards redemption, are managed through the application. Data from customer interactions, purchase history, and preferences are analysed to provide personalised offers and recommendations. This data-driven approach enhances
The integration of AI enhances the functionality of the Blue Rewards application, making it a smart lifestyle advisor that offers seamless and personalised interactions across various brands.
Blue AI serves as an intelligent lifestyle advisor within the Blue Rewards application, using AI to analyse customer data and deliver tailored recommendations. Key features include personalised product and service suggestions, in-app shopping, and the ability to book test drives. These capabilities enhance the customer experience, boost engagement, and improve conversion rates.
The return on investment for Blue AI is justified through increased customer engagement, higher purchase frequency, and improved retention. By offering hyperpersonalised experiences, the platform strengthens customer loyalty and drives long-term revenue growth.
Moving forward
The long-term vision for Blue AI involves expanding its capabilities to integrate more brands and services while incorporating ongoing Generative AI feature enhancements. Future developments include automating customer service, bringing in a broader ecosystem of partner offerings and hyperpersonalised marketing.
The roadmap focuses on scaling the platform to new markets and refining its features based on customer feedback.
As Al-Futtaim progresses in its consumer AI journey, opportunities include creating seamless end to end customer journeys that lead to exceptional customer experiences, with data driven hyper-personalisation at its core. There is also the opportunity for improved operational efficiency, and data-driven decisionmaking. AI can unlock new revenue streams and drive innovation across the business.
Balancing these opportunities and challenges will be crucial for Al-Futtaim to fully realise the potential of AI and maintain its competitive edge in the market. p
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