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Analytics-Driven Transformation at Majid Al Futtaim: Building a Data-Led, Test-&-Learn Culture to Generate Customer Value in the Middle East

Published 01 Jul 2020
Reference 6592
Topic Strategy
Industry Retail
Region Middle-East
Summary

Majid Al Futtaim (MAF) is a lifestyle conglomerate present in 16 countries in the Middle East and North Africa, with annual revenues of $9.6 billion. The case focuses on its data-led, customer-centred transformation that unlocked new sources of growth and mitigated the effects of the covid19 pandemic on business thanks to the group’s digital resilience. Students step into the shoes of key MAF business and analytics leaders who established three pillars as the basis of the transformation designed to develop a customer mindset, analytical skill sets, and a test-and-learn approach. They then set about aggregating data across a wide range of businesses and setting up analytics capabilities within the company. A ‘deep dive’ into an early transformation pilot at Carrefour – one of the operating companies of MAF – used case methology to craft digital and governance strategies that autonomized the use of data, empowered staff to better serve its 560 million annual customers, and ultimately secured new sources of growth.

Teaching objectives

The aim is to acquire a practical, applicable knowledge of how to - Lead a customer-centric, data-driven transformation - Develop a seamless, integrated omnichannel offering based on signature customer experiences, leveraging top-notch tech talent and capabilities - Establish a digital mindset from the top down, while injecting an analytics mindset from the bottom up - Leverage data to transform business strategy and the customer experience and apply analytics to all the businesses in a company’s portfolio - Apply a “customer-first” approach through use-case methodology that solves business problems with advanced analytic tools. - Understand how data-driven solutions will depend on a company’s ‘digital maturity’, from simple quick wins to complex business model innovations Tracking the strategic thinking and operational steps at MAF, the case sets the stage for a vibrant discussion about building an advanced analytics practice within an organisation to deliver internal (operational) and external (customer) value. It follows the journey from identifying the right data analytics tools and human talent, to building a cross-group ‘data lake’ and extending the digital transformation in revenue-generating and cost-cutting directions.

Keywords
  • Customer-centric digital transformation
  • Big data
  • Advanced analytics
  • Digitization of retail
  • E-commerce
  • Omnichannel
  • Product assortment optimization
  • Data strategy and governance
  • IT talent acquisition and retainment
  • Digital transformation
  • Customer experience
  • Customer centricity
  • Business analytics
  • Transformation leadership
  • Q32020
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