Wharton Customer Analytics
(Closed for Submission)
Research Opportunity with Majid Al Futtaim
WCA is pleased to announce a new data set provided by Majid Al Futtaim, a major lifestyle and retail conglomerate in the Middle East. The company operates the Carrefour retail chain in the region, several super-regional shopping malls including Mall of the Emirates and Mall of Egypt. Their portfolio includes VOX Cinemas, the largest cinema brand in the Middle East, a number of unique leisure and entertainment destinations, several hotels and fashion stores. The company’s products and services, often located within planned communities, gives them unprecedented information about customers’ transactions across disparate categories. Data can be linked across business types to create a comprehensive view of each customer and household, from the basic groceries they purchase to their leisure activities at movies, malls, and hotels. Majid Al Futtaim also provides an array of credit cards and mobile payment solutions in the region. These transactions offer a glimpse into how customers spend money at businesses outside of the company-owned destinations. In addition, location data for some anonymized users who use WiFi in shopping malls provides the opportunity to directly observe customers’ shopping paths and showrooming.
The firm is interested in sponsoring a wide variety of research to gain a deeper understanding of its customers, including estimating the firm’s total share of wallet, targeting direct marketing and cross promotions, forecasting demand, and quantifying the ROI of Net Promoter Score. They are also interested in exploring how to measure the effectiveness of their analytics driven efforts (campaigns, promotions etc.) and the definition of new data products that would be valuable to other organizations such as CPG companies, movie producers, and other retailers. Opportunities for running field experiments within Majid Al Futtaim businesses would be also available, e.g. to test a campaign or a cross-promotion strategy.