Geometry Dubai, WPP’s brand activation network, has announced the launch of it’s eCommerce Accelerator: a programme to helps brands develop fast-track plans and optimise their eCommerce presence for rapid sales uplift and increased ROI. With the first-of-its-kind programme for MENA, clients will draw from Geometry’s global experience and local knowledge to execute highly relevant, customised, eCommerce campaigns tailored to the region’s diverse markets.
Under the leadership of MENA Managing Director Nick Walsh, the eCommerce Accelerator seeks to immediately provide FMCG clients the ability to audit their digital shelf, define their sales growth opportunities, prioritise activities and channels, and optimise their digital channels to be mobile-first and shopper friendly.
“Our eCommerce Accelerator programme allows brands to fast track the success of their revenue-driving activities by optimising the online moments that drive purchase decisions,” Walsh said. “Across other markets we’ve seen products loitering in the depths of Amazon search results rise suddenly to the number one spot after simply fine-tuning the product page copy and optimising other areas we know influence Amazon’s search algorithm.
“We also see in a developing market like MENA – where many still choose to purchase in physical stores – how having a strong ecommerce presence is hugely influential at all stages of the purchase decision, even for retailers with the majority of sales happening in-store. That’s because a customer’s first meaningful contact with a product is now so often online.” Walsh added.
Geometry Dubai will be the eCommerce Accelerator programme’s Centre of Excellence for MENA. As such, the Dubai headquarters will lead programme delivery for clients across markets. The Dubai Centre of Excellence will provide strategy and support based on the local digital ecosystem, which is evolving rapidly across MENA. The region is quickly catching up to others in the shift from offline retail to eCommerce, fuelled by Amazon’s acquisition of Souq.com in 2017 and the recent launch of Noon.com as a competing platform.
