Insights-led customer engagement platform MoEngage has said that its operations grew by more than 120 per cent in the Middle East. The company provides marketing technologies — called martech — to more than 105 customers in the region across industries such as retail and e-commerce, banking and finance among others.
The company’s customers include retail giants Landmark, GMG, Apparel Group, and Azadea.
In a statement, the company noted how Landmark Group had used digitisation and personalised communication to win over millennial engagement resulting in higher conversion rates.
“Post digitization, Landmark observed a 30 per cent uplift in delivery and engagement rates and a 5 per cent increase in conversion rates,” the statement said.
“Another successful case in point is Azadea Group. The group witnessed a 300 per cent increase in new weekly customers and a 27 points improvement in Net Promoter Score after order status automation,” the statement added.
The company said it added more than 70 customers in 2022 so far which has businesses not only from UAE but also Saudi Arabia, Bahrain, Qatar, Kuwait, Egypt, Lebanon, Morocco, Nigeria, South Africa, Israel, Tanzania and Turkey.
MoEngage now boasts of more than 20 personnel in the region across sales, business development, customer success, solutions consulting and marketing. It is looking to add to its headcount in 2023 by augmenting the team in Egypt, Saudi Arabia, Turkey, Nigeria.
Additionally, MoEngage has also built a partner ecosystem that consists of over 70 resellers, agencies, tech partners and service integrators which help to expand its reach and serve a wide array of customers. These include the likes of e-cens, Labrys, Euphoria and FreshTech Africa. These regional partners are in addition to global partnerships that MoEngage has with the likes of Mixpanel, Appsflyer, VWO, Branch, Amplitude, Gupshup and others.
Apart from the business side, MoEngage has also made strides in innovation and introduced new capabilities /features to its customer engagement platform. With MoEngage Inform, Web Personalisation, Google Ads Integration, and App Marketplace, brands in the Middle East and Africa can power up their Customer Engagement strategies.
“With the support of capital inflows and a strong business pipeline, we plan to expand in countries beyond the GCC such as Egypt, Turkey and South Africa by building a comprehensive on the ground team right from sales, business development, partnerships, and customer success. This enables us to provide highly localised support to our customers and also develop a strong community of marketing, growth and product professionals to share ideas”, said Raviteja Dodda, CEO and Co-founder of MoEngage.
In 2022, MoEngage successfully hosted their first ever events in the Middle East – #GROWTH Summit Dubai and Riyadh – that had an amazing turnout with 250+ marketers, growth and product owners and entrepreneurs from various consumer brands. It plans to take this bandwagon to various other countries starting with Kuwait and then to Qatar, Egypt, South Africa, Turkey and Nigeria amongst others.
“To escape from the global gloom, fly to any leading capital of the Gulf, the only region in the world where economic growth forecasts are rising. With renewed focus on innovation, technology and non-oil revenues, the Middle East is probably the only region that is forecasting a good growth trajectory presently. MoEngage is poised to take advantage of this opportunity with its proven software, sustainable growth plans and a focus on customer delight’, said Kunal Badiani, head of growth and expansion, Middle East and Africa for MoEngage.
Founded in 2014, the San Francisco and Bengaluru headquartered company, which operates on a software-as-a-service (SaaS) model, plans to help Middle Eastern businesses become customer-centric through personalised communication at every touchpoint across the lifecycle. The firm has on boarded experts in the leadership and mid-level management roles and are planning to expand their base of channel partners in the region.
