Client Background

Customer Name: EMAAR

Industry Type: Real Estate

Core Business: Real Estate development organisation with competencies in properties, shopping malls & retail and hospitality & leisure

Areas of operation: Dubai, India, Pakistan, Egypt, Morocco, KSA, Turkey

Revenue/Employees: Revenue of $6.1 billion / 8000 + employees  

Challenges

A real-estate company that also focuses on hospitality and entertainment, Emaar sought to adopt a new relationship management platform to position the company for future growth while ensuring customers are engaged throughout their journey. With customers increasingly demanding rapid, personalized information, Emaar recognized a need to streamline its digital-marketing efforts, reduce its dependency on external HTML email developers, and foster a consistent brand experience at every touchpoint. This would also boost customer loyalty, one of their most important KPIs due to Emaar’s success in achieving repeat business through creative programmes. With marketing data also coming from 200 separate sources, the company realized a  centralized  platform would help them significantly reduce manual work while also reaching their objectives, including improved customer retention and increased  email open rates, with the ultimate goal of nurturing a growing customer base.

Solution

Wipro developed a cloud-based solution that integrated all of Emaar’s marketing channels to drive customer-engagement initiatives from a single cloud-based tool. By establishing this single source of truth, the real-estate leader could be much more strategic and effective in its customer outreach while capitalizing from a 360-degree view of every customer. 

The solution also leveraged Salesforce Email Studio and Journey Builder to reshape the customer experience. Email Studio allowed email creation with just a few clicks, reducing lead times significantly across business units without needing separate data and marketing systems for each.  Journey Builder segmented and targeted the customer base to send highly personalised emails, SMS messages, and push notification campaigns at scale, all with consistent on-brand assets and messages. 

Business Impact

Using its new customer-experience platform, Emaar saw a 25% increase in email open rates and 35% improvement in customer retention. New campaigns using this platform also attracted new customers by enabling registration through Emaar’s mobile app. The initiative also consolidated customer data, giving the company a more complete look at customers and their needs while increasing the total customer database by 20%.