Page 48 - SGH PR REPORT - APRIL 2024

4/25/24, 11:01 AM #ConversionChronicles: Unveiling the magic behind e-commerce success
Regional Head of Communications, Africa and Middle East, Standard Chartered

Bank.

The main point that Ali highlighted to lead the conversation is the evolving

customer mentality and how across channels the idea of customer-centricity is

altering as well. He mentioned whether it is a traditional brand with significant

online presence or the one with widespread omnichannel base or a digital-first

native, the concept of customer is evolving and marketing for customers across

touchpoints is also getting revived with time.

So, how does one stay platform-ready with their approach today?

This is when Zahran mentioned that whether e-commerce or not, today all

customer journeys begin online. It is a common notion to pick up the phone to

check and search something. He elaborated that even though e-commerce isn’t

a strength for Saudi German, the company takes online very seriously and

allows customers to transact and interact with them through their online

channels.

Whether a brand or company has a strong e-commerce presence or not, the

idea of riding the online wave is prominent and must be worked on from a

grassroot level to reach the right set of audience. Moreover, the challenge is to

constantly stay platform agonistic and build strategies that are right for the

platform.

Khadra commented that with a presence globally and with so much competition

within the banking ecosystem, the idea of reaching the customer cannot be

uniform across all touchpoints. Rather, they have to streamline and make every

market strategy adept to the customer needs of that specific market.

To venture into a new market or even relook the market strategies for an
existing market, one needs to become more oriented with data, customer

understanding and become ready to tread the marketing pathway by choosing

to work with tools and techniques that are future ready.

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