MoEngage, a customer engagement platform, has released a “State of Personalization Report” covering how retail brands in the Middle East and Africa can use the power of personalization to enhance their engagement metrics.

Customer expectations have remained dynamic. There is a visible shift in their shopping/buying behavior. Almost 52% of consumers prefer buying groceries online, and ~90% of consumers will continue to shop online.

Therefore, as the shift from “Digital Interactions to Phygital Interactions” transcends, brands must study consumer trends and focus their efforts accordingly.


This well-timed report also highlights how marketers and brands respond to this ever-changing customer demand. MoEngage took a survey of 1000+ executives from the region to understand the investment trends in the martech stack.

Some of the key findings from the survey are:

  • 52% of brands are investing more in their martech stack to drive personalization
  • 66% of marketers are looking towards enhancing their email personalization capabilities
  • While email remains the most frequently used touch point, social media is catching up.

The report concludes by highlighting five use cases across personalized emails and push notifications. The examples cover how brands witnessed better engagement metrics, mainly open rates, CTRs, and CVRs with user or event personalization vs. generic communications.

Commenting on the relevance of the report, Kunal Badiani, Regional Head, MEA, MoEngage, said: “As digital touchpoints evolve and physical touchpoints rejuvenate, personalization will become mainstream. To stay relevant during these times, brands must look at the data and focus on insights-led personalized engagement.”