Merkle Saudi Arabia, (www.merkle.com) a leading technology-enabled, data-driven customer experience management company and part of dentsu, has been selected by AlHokair to deliver its performance marketing strategy across its fashion, beauty and sport retail brands including Decathlon, Aldo, GAP and Flormar in the Kingdom of Saudi Arabia.  

The appointment follows a competitive pitch designed to consolidate performance marketing for Al Hokair’s retail arm with a scalable strategy and an overarching account structure, while maintaining the required focus for each brand under their umbrella.

Merkle’s remit is to deliver personalisation through performance marketing and granular feed management for the premium franchise retailer across womenswear, menswear, children and baby goods, shoes and accessories, cosmetics, food & beverage, sports and entertainment.

Merkle’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.

Vimal Badiani, head of Merkle, MENA, said: “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, by delivering personalisation at scale”

Hassan Al Redha, head of marketing, AlHokair Fashion Retail, said: “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.”