To ensure a successful and seamless transition to the new platform, teams from across Majid Al Futtaim came together to collaborate on this effort, including Marketing Technology, Insights, Technology, Marketing, and more. The first step was to identify all the existing use cases and outline the requirements needed to ensure their continuity on Braze. This multi-team effort took months of mapping, scoping, exploring, and identifying across the teams. Coupled with existing requirements, the SHARE Marketing Team also had to be brought in to outline future projects and requirements.
With a clear view of requirements in place, the building of the backend commenced. The Marketing Technology, Insights, and Technology teams had to come together to create, clean, and prepare data attributes and events that could be used by Marketing teams to execute. To further enable execution, a data dictionary was created for use within the organization.
Lastly, as a final step to start the execution, extensive training was introduced to marketers—led by a powerful Marketing Technology Team. Marketers were trained on features, functionalities, data attributes, and more. A quarterly training remains ongoing today to ensure constant refreshes, introduce new features, and share inspiring success stories across the teams.
Once the teams across Majid Al Futtaim had set up the new tool, the SHARE Marketers found themselves armed with a new capability and charged with executing their communications strategy on Braze.
First, the SHARE Team started with basics—that is, sticking to the simple campaigns that they had previously used. Over time, they learned how to leverage the platform, tried out different approaches, and eventually came to excel at the design, creation, and implementation of complex, responsive customary journeys using Braze Canvas. Now, detailed segments could be easily pulled and follow-up activities could be predefined in Canvases (e.g. for customers who did/did not take action on an initial message). To further drive the time-to-market for campaigns, an email design system with a modular design approach was put in place that could be used across various areas, levels, and components to add flexibility/life to every campaign.
Coupled with a growth in the number of Canvases that they were using, the SHARE Marketing Team also started testing. In their first eight months on the platform, over 57 A/B tests were executed including subject line, copy, banners, and CTAs. The team also tested out and ended up fully embracing a number of innovative features available from Braze, including Intelligent Channel, Intelligent Timing, Canvas Flow, Audience Paths, Action Paths, Conversion Events, control groups, multiple variants, campaign tagging, Action Buttons, etc.