Black Friday - $6Bn Online Shopping Event

Black Friday
$6Bn Online Shopping
Event
6th
October 2021 | Event Report
Event Partners

RedSeer
About
RedSeer is a leader in Internet and new-age advisory. Over the last
12 years of our operations, we have advised over 300 clients across
the breadth of the Internet and investment industry in Middle East,
India and Southeast Asia. We are the most quoted advisory firm on
retail and digital economy in the region.
Our advisory is differentiated through our high-quality IP of market
insights and research, which is unparalleled in the industry and
helps both corporates and funds make the right choices. With
more than 200 consultants across 5 offices, we have emerged as
the largest home-grown consulting firm in the region.
2 Black Friday - The Biggest Online Shopping Event

Black Friday
About
Black Friday is a 6-week long eCommerce sales season starting
in the month of November. This report will help the stakeholders
in the industry to understand the market dynamics during Black
Friday and assist retailers/brands to devise customer centric
strategies.
The report is a summary of our work in the space which leverages
10+ years of our IP in the region, 5000+ Consumer interactions and
200+ expert discussions. It also covers key themes discussed during
the panel discussion by industry leaders, which was held during
our webinar.
For more detailed insights/partnership, reach out to us at
mea@redseer.com
3
Black Friday - The Biggest Online Shopping Event

TABLE OF
CONTENTS
Black Friday
The Biggest Online
Shopping Event
Preface 5
Foreword 6
Executive Summary 8
RedSeer Insights 9
Panel discussion 20
Team 24

Preface
Black Friday has emerged as
one of the most important
events in retail in Middle East
and North Africa (MENA). It
began as a two-day-only online
event but now runs over six
weeks across online and offline
formats (starts early November
and runs through mid-
December). We expect Black
Friday 2021 to be even more
significant than last year.
More than 80 per cent of online
shoppers are expected to shop
this Black Friday and two-thirds
expect to spend more than
what they spent during last
year. This year is expected to
see a robust 30 per cent growth
– over and above the staggering
100 per cent spike that was
achieved last year as the
Ramadan sales period earlier in
the year were muted owing to
supply chain disruptions.
Furthermore, consumer
expectation and behaviour has
also changed. We have seen
massive consumer adoption
across retail categories on
online channels. This means
that discounts, which has been
a key driver of sales, are no
longer a sufficient condition to
get sales.
The time is ripe for the next
chapter of digitization wherein
we will see the maturing of
the ecosystem along with
more innovative products
to solve the needs of the
consumers. To discuss these,
especially at a time when
travelling or meetings have
taken a backseat, RedSeer
started Ground Zero to bring
eminent personalities across
the value chain including
retailers, technology partners
and enablers to come together
and share their leanings and
insights on the road ahead.
Hope you find these insights
interesting and meaningful. For
any queries or feedback, please
feel free to reach out to me.
Sandeep Ganediwalla
Partner, RedSeer
sandeep@redseer.com
5

Foreword
“With the community at the
center of the experience,
TikTok is humanizing digital
commerce, and allowing
brands to engage with their
audiences on a more impactful
level.”
Today we are at an inflection
point of commerce, driven
by changing consumer
habits and expedited by
the pandemic. Where once
there was an experience
traditionally designed with
the transaction at its core,
now sits an opportunity for
value exchange between
people, brands and cultures.
Not only are consumers more
aware than ever before of
the type of experiences and
communication they want from
brands, they are telling us.
Businesses have much to gain
from this shifting mindset
and dynamism. There is a ripe
opportunity to gain authentic
and empathetic connections
with customers, encouraging
longer term brand loyalty.
At TikTok we call this
phenomenon Community
Commerce; where the
traditional marketing funnel is
collapsed and the community
is placed at the center. The
advantages are that shoppers
can go through the whole
journey in one and consistently
evolve based on word-of-
mouth.
This model naturally provides
numerous opportunities
for businesses to foster
transactions through more
intimate relationships.
The fact that users themselves
have created this scalable and
intimate commerce experience
shows that it is here to stay,
and shrewd brands that get in
on the act early will be the real
winners.
Aref Yehia
Head of Retail and Ecommerce,
TikTok Global Business
Solutions in the METAP

Foreword
Retail recovery has delivered
good growth in all channels
across the MENA region in
recent months. With the
holiday season right ahead,
this will bring more positive
gains taking the sector across
all formats and categories to
pre-pandemic levels. Over the
last few months, investments
in digital commerce have
only improved the retailer’s
online and offline presence to
give a complete omnichannel
experience to their customers
and cater to a more extensive
consumer base.
Depending on the retailer’s
definition, Black Friday, White
Friday, or Yellow Friday is going
to be even bigger this year
than the previous years, with
retailers trying to capitalize on
the investments made in digital
commerce and omnichannel
solutions in the last two years.
Holiday shopping will drive
demand and consumption,
and retailers are getting ready,
making plans, and executing
strategies to exceed customer
expectations.
Consumers have changed
their shopping preferences;
we are delighted to be part of
Redseer’s Black Friday Insights
study across the MENA Region,
revealing critical themes and
customer insights on how this
year’s Black Friday will unfold.
This year will be essential for
retailers as consumers emerge
from the pandemic and adapt
to the new normal. We hope
these insights from Redseer
will be instrumental in helping
retailers to plan and prepare
for the big holiday shopping
season.
At Oracle Retail, we have been
working with retailers across
the region for many years,
using our retail pedigree to
help them rapidly adapt to
change, implement a seamless
omnichannel customer
experience across all channels
and provide actionable insight
to deliver value for their
organizations.
Raja Sekhar Atluri
Master Principal Retail Solution
Consultant, Oracle
7

Executive Summary
1.
The Market is Stabilizing
a. GMVs to stabilize in 2021: Last year BF season achieved +90% YoY growth; this
year YoY growth expected to be ~30%; Sales to reach ~$6 bn during BF period
b. BF continues to be the biggest event: +80% consumers are expected to buy
with 2/3rds spending more compared to last year
c. However, consumers are now shopping through the year and not just during
campaign seasons: BF contribution to annual sales to decline to 21% from 23%
last year
d. BF to evolve beyond electronics and Fashion: Sectors beyond Electronics and
fashion to improve their share in sales mix and account for 35% of sales this year
2. Differentiated Strategies are going to be at play
a. Omni-channels will improve “own” presence: Increase focus on own channels
(own apps, loyalty programs for upselling/cross selling) and leverage online-
offline integration
b. E-tailers will focus on private labels and experience: Private labels and
integrated experience leveraging strong logistics, cross-industry partnerships
and VAS will be the priority
c. Higher focus on Inventory led Model: Inventory led fulfillment to increase in
order to ensure availability, fast delivery speed and good prices
3. Consumer is moving beyond discounts
a. Discounts will no longer be the key differentiator: Discounts will become a
right-to-play during BF. For right-to-win, other factors such as offer variety and
exclusivity will be key
b. Logistics is critical for consumer experience: Fast delivery is a key need along
with accuracy of predicted vs achieved delivery speed - this will be critical to a
successful BF campaign
Black Friday online sales in MENA expected to reach
$6bn this year, consumers to look beyond discounts

RedSeer Insights
9

“Black Friday’s start in
the region was in stark
difference to what you
would normally see in the
US or UK. Retailers have
eventually caught on, and
now it is undoubtedly the
largest event in the Retail
Calendar.”
Sandeep Ganediwalla
Managing Partner,
RedSeer
This represented the
preliminary stages for black
Friday introduction within
the region. Participation
was limited to established
online retailers and the
electronics sector was
dominant accounting for
majority of sales.
Consumer awareness began
to steadily grow regarding
Black Friday over the years.
Based on positive consumer
sentiment, players started
extending the sales period
to more than a week. More
sectors/categories started
figuring in the campaigns.
In recent times, players
have moved from offering
discounts only in the last
week of November to
multiple sales events in Q4
such as singles day, Black
Friday, National Day, etc.
Some of the players have
even started month long
sales especially in Grocery
sector
Started as a 1-3
days event
– inspired by
US Black Friday
event
Positive
consumer
reception
increased it to
a 1-2 week-long
event
Players’
preference of
different dates
expanded it
to more than
a month-long
event
Before 2018
2018 - 2019
2020 onwards
24-30 Nov
Black Friday, no longer a 1-3 days shopping extravaganza:
Black Friday kicks off an extended discount period starting from
1st November

Sales campaigns have always been a
sought-after period by consumers to
get hold of the most lucrative deals.
Retailers on the other hand, use this
period as a means of massive customer
acquisition. There are typically two
sales seasons in the MENA region - one
is the Ramadan sales season during
Q2, and the 2nd is Black Friday in Q4.
Black Friday is easily the biggest online
shopping event in the year as evident
from the graph below.
Last year, the Ramadan sales period was
muted in the region owing to supply
chain issues due to the pandemic.
Hence, Black Friday season saw massive
pent-up demand play out and a
whopping $4.6 Bn of sales happened
during the period. This year, we expect
robust growth again during the period
and the 45-day sales extravaganza
will account for $ 5.8 Bn in GMV. The
period will account for 21% of the annual
eCommerce sales in the region.
MENA E-tail Monthly GMV Trend
Actual Sales – USD Bn, 2020 and 2021
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
1.2
1.8
2.2
2.6
+85%
+164%
2020 2021
Festive Quarter
and Pent up
Demand
Release
Panic Mode
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Lockdown and
Muted Ramadan
Stabilization
Business as
Usual
Sparkling
Ramadan
Festive
Quarter
Business as
Usual
MENA
45 days period
~$5.8 Bn
45 days period
~$4.6 Bn
During the last 10 days of Nov,
daily sales will be 3.5 times of
regular days sales
Black Friday
contributes 21% to
the total e-tail sales
Limitation in delivery and
supply chain disruption
impacted Ramadan negatively
3.0
MENA sales expected to be ~$6 Bn: Black Friday is the
biggest shopping event expected to contribute 21% of
total e-tailing sales for 2021
11

Over the years, we’ve noticed that the
contribution of the Black Friday sales
season to the annual eCommerce GMV
has increased – from 17% in 2018 to 23%
in 2020. The significance of this sales
season has been growing over the years,
going by these numbers. This year,
however, we see a trend reversal for the
first time. Black Friday sales season’s
contribution to yearly sales is expected
to decrease to 21%. This is a significant
change, pointing towards a milestone
shift in consumer behaviour. Consumers
are now shopping on eCommerce
channels all through the year, and not
only during sales seasons.
The dependency on online channels
has increased during the pandemic
and e-tailers along with other players
were quick to ramp up supply to cater
to the rise in demand seen over the last
couple of years. This has resulted in the
development of strong trust among
consumers for the online channel.
So, it isn’t just a campaign driven value
hunter that we see now shopping
on online channels, but a more
mature experience seeker who values
convenience a lot more and realizes the
true value that eCommerce offers.
MENA Black Friday vs Rest of the Year Comparison
USD Bn, 2018 – 2021 (F)
1.5
(17%)
2019
2.4
(19%)
7.5
(83%)
2018
10.2
(81%)
4.6
(23%)
15.8
(77%)
2020
5.8
28.1
20.4
12.6
9.0
(21%)
22.4
(79%)
2021
Black Friday Period Rest of the Year
Value Hunter
Compulsive
Shopper
Experience
Seeker
Emerging Growth Disruption Stabilization
Historically, Black Friday has grown to contribute a
larger part of the yearly sales; this year marks a trend
reversal - pointing to a landmark shift in consumer
behavior (Experience Value)

Consumer excitement is at its
peak, this black Friday. 80% of
consumers we surveyed are
expected to shop this Black
Friday. Of these consumers,
close to 2/3rds expect to spend
more than last year with an
average spend increase of 10%.
The other notable aspect is
that intent to buy is high across
categories this year.
Historically, it is the electronics
and fashion segments that
see high intent to buy. This
year we see strong intent
across long-tail categories also
as consumers are now more
comfortable buying online.
This is a reflection of the
increased trust and dependency
that consumers have with
online channels, owing to the
pandemic.
This Black Friday, 80% of online shoppers will buy:
2/3rd of them to spend more compared to last BF
“I Used to browse for only
electronics deals till last
year, but now there are
good offers and product
variety across categories.
A lot of my purchase
basket in November I will
spend on eCommerce
itself”
- UAE customer
“This year, I will be
spending more by buying
multi- categories and also,
use multiple platforms
for different categories
purchase”
- KSA customer
Note(s): 1.
Consumer behavior is largely representative of the more evolved eCommerce markets in MENA
1. Are you planning to buy
this coming Black Friday?
75%
2020
2
80%
2021
64%
Will spend more
Expected to spend more compared to last BF
1
2. Will you spend more
this BF compared to
last year’s BF?
3. How much are you
planning to spend during
BF compared to
2020 BF?
% Spend Increase
10%
42%
Home
Fashion Grocery
Electronic BPC
51% 49%
45%
36%
4. Which are the categories you buy during BF?
Higher Intent To Buy On Black
Friday
13

We expect differentiated strategies to be
at play, this black Friday. Last year was
all about discounts across categories,
including the long tail. Offline retailers
suffered due to the pandemic and used
the sales season to sell off inventory.
This year, we see three distinct
strategies at play at a broader level.
E-tailers will react to market gaps
and will be pushing their private label
brands into their platforms utilizing their
brand name and synergies with existing
production and distribution channels.
Omnichannel players, are now taking
matters into their own hands by issuing
their own apps and loyalty program to
strengthen their online presence.
Across players, proper inventory
management is a key theme as items
being out of stock is the major issue
consumers face during this period.
Hence higher inventory led fulfilment
is planned during this period which will
also help in fast delivery and good prices
to consumers.
Black Friday 2021 “Expected to see differentiated strategies”
Strategies adopted... ...by Player type… …mapped to Consumer Needs
More prominent
for E-tailers
Private Label
Push
• More trust on e-tailers
• Need of low price reasonable quality products
• Mobile app preference
• Loyalty programs usage for the purchase
Key focus area
for omni
channels
Own App
Focus
Focus area for all
players
Inventory led
Model Focus
• Quick delivery is a key decision driver
• Product availability is important
1
2
3
Retailers are expected to follow differentiated
strategies this year, aligned with consumer needs

Consumers will heavily rely on
digital channels for product
discovery during this Black
Friday season. Brand/Retailer
App comes out as the top
channel for product discovery
in our survey. This justifies
the heavy focus that retailers
are currently placing on their
own apps to create awareness
and sales conversion. More
emphasis is being laid on
conversion, rather than
engagement, given the low
margins at play.
Online Searches and Online
Reviews expected to continue
being strong discovery
channels and decision drivers
for consumers.
This points towards research
heavy buyers that do their due
diligence before committing
to a purchase. Social Media
continues to play an important
role for product discovery
with retailers using different
platforms to ensure they reach
the right customer cohorts.
Digital Channels to be Key enablers for Product Discovery
Preferred Channel For Product Discovery On BF
% of respondents discovering products through channel
Print/
Billboard
Brand/
Retailer App
Online
Search
Television
Online
Reviews
Social
Media
Suggestions
from ff
36%
51%
43% 41%
23%
16% 16%
Digital
Non-Digital
“Digital Marketing will be
at the forefront during
BF with key focus on
conversion. This sudden
increase in ads demand
will result in rise of cost
per ad by 3x“
Abhishek Rajput
Associate Consultant,
RedSeer
15

Black Friday was largely driven
by E-tailers 3 years ago. However,
Omnichannel players have slowly
been upping their game realizing the
potential that this sales period offers.
2020 was a wake-up call for all offline
retailers as their offline sales nosedived
and they made rapid strides in setting
up their online operations.
This has greatly helped scale up their
capabilities leading up to the Black
Friday season. This year, Omnichannel
players are expected to contribute to
more than 1/3rd of sales during the
period implying more than a 2x jump in
their market share over the last 3-year
period.
High loyalty towards physical retailers,
need for specialist players and the
lockdown fatigue are expected to be
strong demand side contributors to
this growth in Omnichannel share.
Segments like Fashion, Grocery etc.
are where Omnichannel players are
relatively stronger.
The highly organized retail market
structure in some of the more
developed economies in the region like
UAE and Kuwait, means offline stores
are easily accessible and offer a superior
experience, further increasing the value
proposition of Omnichannel players with
their offline-online integrated offerings.
Omnichannel players are expected to play an
important role in the coming BF
MENA Online Black Friday – Business Model Split
USD Bn, As % of GMV, 2018 - 2021 (F)
Note: Splits largely representative of UAE KSA
30%
5%
2%
19% 44%
2021
12% 62%
2018 2%
Key
Players
Top Sector
Electronics
Grocery Grocery Fashion
Fashion
1.5
5.8
Etailing
Horizontal
Omnichannel
Specialist
Hyperlocal
Omnichannel
Horizontal
Etailing
Specialist

In 2018, the Electronics and Fashion
sector heavily dominated the Black
Friday sales contributing to 3/4th of
the market. This can be attributed to
several reasons. Primary reason was
the infant nature of the Black Friday
concept at the time. The participating
audience was typically the digitally savvy
young population, for whom personal
electronics such as mobiles and laptops
were the major, if not sole interest.
Fashion GMV contribution can be
attributed to casualwear and footwear
being other segments of interest for
these consumers.
An interesting implication here is that
private label brands are in an ideal
position to garner interest from the
consumers in these segments, where
online shopping behavior has matured,
and higher trust has been established.
The sector mix this year, is expected to
evolve significantly, with consumers
buying more from long-tail segments.
From the supply side as well, we see
multiple retailers, across sectors, lining
up offerings for the Black Friday season.
Other sectors are also catching up
on the private label wave and greater
emphasis will be placed on larger SKUs,
this year.
While electronics will remain largest contributor, other
categories to take a larger slice of the pie this year
Note: Splits largely representative of UAE KSA 1. Note: Peak period refers to last 10 days of November
MENA E-tail -Sector GMV Split
USD Bn, In %, 2018 –2021 (F)
11%
14%
14%
37%
32%
38%
31%
9.2
Fashion
Others
2018 2021 2018 2021
Home
29.8
Grocery
Electronics
BPC
12%
12%
29%
35%
51%
38%
0.8 2.9
MENA BF Peak1
Period -Sector GMV Split
USD Bn, In %, 2018 –2021 (F)
Electronics share within GMV has reduced
over the years…
While BF is Electronics heavy, other
categories now figure more prominently
17

A plot of category NPS vs intent to
buy, this black Friday brings out a
few interesting observations. Firstly,
sectors in quadrant 1 like Home Care,
Footwear and Skin Care come out as
segments with high NPS combined
with a high intent to buy, meaning
strong performance could be expected
this sales season. The more interesting
quadrant however is quadrant 2. Here,
consumers have high NPS, however low
intent to buy.
Strong marketing in these segments
could drive significant sales upside for
brands and retailers, this sales season.
Segments like mobiles, casual wear etc.
are GMV drivers and should be focused
on by retailers and brands to drive
up sales. Strong action around value
proposition and experience needed
immediately in these segments to drive
up NPS and increase traction.
NPS varies across categories; Solving for key consumer
pain points and effective marketing around value
proposition can drive significant upside
MENA Online BF Category Adoption vs Average NPS
In %, 2021
0%
10%
20%
30%
40%
50%
60%
70%
80%
18% 20% 22% 24% 26% 28% 30% 32% 34% 36% 38% 40% 42% 44%
Mobile
Laptop
Bath
Shower
Skin Care
Casualwear
Fragrance/
Deodorants
Accessories
Makeup
Formalwear
Footwear
Sportswear
Packaged
Foods
Packaged
Beverages
Home Care
Fashion Grocery
Electronics
BPC
Long term action: Need to focus on
specialized offerings
Required immediate action: Need to solve for
experience
Required immediate action: Need to focus
on marketing
Long term action: Need to solve for
selection+ convenience+trust
Consumer Intent to Buy (%)
NPS
(%)
% Category GMV
contribution to overall
Quadrant 2 Quadrant 1
Quadrant 4
Quadrant 3

Consumers report numerous
challenges that they have
faced during Black Friday over
the years, of which Product
unavailability stands out as the
biggest challenge. 2nd most
prominent challenge is that of
slow delivery speeds. To put this
in context, daily order volumes
spikes up by 3-5x during the
peak black Friday period and
retailers find it extremely hard
to cope up with this surge.
Strong planning around
logistics is needed to ensure
fast and accurate delivery
during this period.
Poor product description
is another challenge that
figures prominently. This is
mostly noticed in the case
of Omnichannel players and
newer platforms, though. This is
a quick fix however and needs
to be solved immediately. It
greatly aids and influences the
consumers buying decision.
Other challenges that
consumers talk about include
limited product sizes, poor
customer reviews and non-
availability of specific needs
products (e.g., organic, cruelty
free products).
Product Unavailability, Slow Delivery Speed and Poor
Product Description, are key consumer challenges to
solve for
“Proper understanding
of the key performance
parameter by sector is
vital to drive the right
marketing strategy and
achieve growth this Black
Friday.”
Akshay Jayaprakasan
Engagement Manager,
RedSeer
Note: Splits largely representative of UAE KSA
Product
Stockouts
Poor Product
Description
Key Consumer Pain Points
Poor Delivery
Experience
19

“When we started it off a
few years ago at Amazon,
we called it White Friday.
It was just the starting
point for many brands
going online at that point.
Didn’t know it was going
to be such a huge event in
few years. Today everyone
is participating and
branding it differently.”
Mary Ghobrial
Chief Operating and
Strategy Officer, Anghami
Mary was one of the
pioneers of the industry who
introduced the Black Friday
event in the region, titled
“White Friday” at that point,
during her previous role at
Souq (now Amazon).
1.
The premises for a successful
Black Friday. The approach
and mindset to derive value
from the event.
2.
The Power of Community.
Need and impact of
community commerce.
3.
Technology to be a
strong differentiator. How
Technology can be used to
keep consumers happy.
Key Themes Discussed
Moderator:
Mary Ghobrial, Chief Operating and Strategy officer at Anghami
Panelists:
• Aref Yehia, Head of Retail Ecommerce, TikTok
• Phillip Smith, Group Digital Director, Kamal Osman Jamjoom
• Raja Sekhar Atluri, Master Principal Retail Solution Consultant, Oracle
Panel discussion

Black Friday season needs
to be viewed as a time of
customer acquisition. Reaching
out to consumers is the very
first step a brand must take
to achieve this goal. It is here
where avenues such as social
media platforms play an
important role. After this comes
the pivotal task of engaging
with your consumers. This
is to ensure that they see
sufficient value and return to
your platform periodically, by
which proper long-term value is
created for the business, from
the customers acquired.
Brands and retailers need
to look at innovative ways
of engaging consumers.
Augmented reality is being
explored by leaders in the
fashion and beauty space.
Gaming is another option to
keep consumers engaged and
have fun while on the platform.
Additionally, platforms must
provide consumers all the
options around payment,
delivery etc. making it a very
seamless experience overall.
This will greatly help build a
strong brand of trust making
consumers want to come back
to the platforms.
1.
The Premises for a
Successful Black Friday
“Once consumers are
on the platforms, it
won’t suffice to just
offer promotions and
deals. Platforms have to
be thinking how can I
engage this consumer
whilst their present on
the platform and in what
different ways.”
Phillip Smith
Group Digital Director,
Kamal Osman Jamjoom
21

Digital Marketers embrace
the challenge that is Black
Friday by preparing with their
partners starting as early as
July. With brands exploring
innovative ways to reach out
to their target customers,
community commerce brings
in a unique model, leveraging
the power of community.
The origin of community
commerce dates to 10,000 BC
when commerce was within a
trusted community. Similarly,
online transactions are now no
longer only about a pure buy
sell exchange, but more about
the whole purchase experience
and trust associated with it.
The approach for community
commerce is to first identify
the characteristics of the
community you are looking for.
Further to that, an idea that
resonates with the entire
community needs to be
identified and creators need to
be given the liberty to create
content along those ideas. This
brings out a lot of possibilities
and brands that have done this
effectively have seen massive
traction from the community
commerce channel.
A simple illustration to
showcase the impact of
community would be the
example of the hashtag
#TikTokMadeMeBuyIt, which
has crossed 5.5 billion views,
globally.
Engaging the consumer is key
to drive value once they are on
any platform, and community
has turned out to be a strong
channel for this.
2.
The Power of
Community
“We believe that the
more brands speak with
more creators, the better
that entire ecosystem
works out to be in terms
of embracing what
Community commerce
is all about; which is
creator led assets that are
authentic to the platform.”
Aref Yehia
Head of Retail
Ecommerce, TikTok

Technology is at the core of
creating a strong consumer
experience. A very common
trend that we see today is that
e-tailers and omnichannel
players are creating their
very-own private label
brands. These retailers have
paid close attention to the
gaps in the market around
stockout issues, delivery
delay, supply constraints etc.
And the retailers that have
been investing for years in
the right technologies and
have the advantage of strong
CRM/Analytics, utilized that
understanding to roll out their
private labels. Technology
enabled these players to
acquire consumer data in
terms of preferences and what
it is they seek, so they can be
targeted with the necessary
action.
Consumers are now channel
agnostic to an extent and
expect a true seamless
experience across all channels
of interaction with a brand/
retailer. Enabling a single
integrated view of the customer
across all touch points is key.
This helps staff in the store
for example to provide more
targeted recommendations
to a consumer who walks in.
Similarly, a single integrated
view of inventory across supply
points is required. Technology
is core to all of this and
investment in technology is a
continuous process. Today’s
technologies can become
obsolete in 2-3 years time. True
winners here could be the ones
focusing on breakthrough
innovations in technology
as opposed to incremental
changes.
3.
Technology to be a
Strong Differentiator
“Technology is definitely
going to be a key
differentiator. The
investments in technology
would never end. We
always have new channels
coming up, there will
be new customer
preferences coming up.”
Raja Sekhar Atluri
Master Principal Retail
Solution Consultant,
Oracle
23

Team

Panel Members
Redseer Event Team
Mary Ghobrial
Chief operating and
Strategy Officer,
Anghami
Sandeep Ganediwalla
Managing Partner
Phillip Smith
Group Digital Director,
KOJ
Abhishek Rajput
Associate Consultant
Raja Sekhar Atluri
Master Principal Retail
Consultant, Oracle
Akshay Jayaprakasan
Engagement Manager
Aref Yehia
Head of Retail
E-commerce, TikTok
Kayan Hammoud
Business Analyst
25

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RedSeer may have a conflict of interest that could affect the
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