IMPROVING and implementing marketing and business development operations

The actions under this pillar will support the Group as it embarks on its growth journey by helping to keep its brands at the top of consumers’ minds. The Group draws on innovative marketing theories with a suitable framework when creating its marketing strategies, which entail direct interaction with the general public and clients.

The primary goal is to build strong, well-recognized brands with appealing qualities. By strengthening its current operations and expanding into new cities and related industry sectors, the Group will be better able to retain its current clientele and attract new ones.

For example, a number of initiatives were planned and executed in 2022, including the introduction of several novel national and city-specific marketing initiatives. This is done as the Group prepares to enter new cities and expand its presence in current ones.

There are initiatives aimed at developing targeted, special promotional offers that take into account the preferences of local consumers. Another initiative under this pillar involves a strategy to roll out reward and loyalty programs in order to show appreciation for high-value loyal customers. By forming partnerships with more retailers and eateries, the Group also intends to broaden the selection of goods and other services available through its platform, strengthening its position in various cities. In an effort to boost sales, the Group is also working to roll out new services.

During the reporting period, the Jahez marketing team carried out a number of promotional activities to ensure brand presence and awareness.

Strategies to develop a distinctive and
well-known market brand

By creating strategies and tactics for interacting with platform users and offering integrated and distinctive services, the Group aims to keep up with the evolving expectations of the target audiences, such as customers, merchants and delivery partners, and maximize benefits from the rapidly expanding market opportunities locally and regionally. This is done to expand the user base and increase its appeal while retaining its current clientele.

Sustainable development strategy

The Group is stepping up its efforts to implement an integrated marketing strategy, which has been in progress since its launch in 2016. This has been developed by adhering to clear frameworks, specific strategic objectives, and the management of promotional transactions for the Group’s services, which are organized and managed through the Commercial Division.

Distinctive strategic measures

The Group considers the below factors when providing services:

• Maintaining a competitive edge when providing and expanding the services offered.

  As the Group grows and adds more verticals to its expanding portfolio, this commitment to a competitive edge only becomes more stringent. PIK, for example, has a competitive advantage in its one-hour (two-hour max) delivery guarantee, while BLU Store stays ahead of the game by broadcasting club news and updates and offering exclusive members-only content. The BLU Store platform is also the best place in the market to purchase match-day tickets and order new AlHilal products with just two hours of delivery time.

• Avoiding using price as a measure of the value of the services provided to customers.

  The Group values the benefit to the customer and customer satisfaction over price.

• Making every effort to entice as many merchants and restaurants to provide the variety that customers require.

  Our Partner Relations Department is tasked with acquiring and, more importantly, retaining merchants and restaurants by offering marketing services such as top-listing, free delivery, and pop-up and push-notifications that contain offers, discounts, bundles, and free delivery. Co Kitchen, our cloud kitchen platform, aims to provide delivery-only restaurants with commercial kitchen spaces to prepare their meals. This, in turn, allows them to cater to their customers via a delivery-only model. The Group is also focused on gaining market share to keep the industry stable. We update internal operational guidelines and policies to make use of the right tools and platforms and deal with user issues quickly.

• Tracking daily results and indicators to make informed business decisions, constantly look for new clients, and ensure that existing clients are satisfied and loyal.

  The Group tailors its marketing activities around real customers data, analysing trends and formulating strategies.

• Establishing trust between all parties by keeping your word when it comes to being flexible in dealings, delivering products of the highest calibre, responding quickly to emergencies, and avoiding repetitive, time-consuming routine.

  The Operations Department is always on emergency mode as customer concerns are a high priority for the department, which maintains different employee shifts
  to ensure round-the-clock responsiveness.

  We encourage continuous innovation to improve the user experience for clients, vendors, and delivery partners on Jahez, PIK and BLU Store platforms by utilising straightforward, cutting-edge technology at all points
  of service.

• Increasing awareness of the Group’s value-added services and other services that go above and beyond what the market offers. Any service can therefore be promoted by satisfying the needs and expectations of the customers. As a result, the customer will promote the service if it meets their objectives and aspirations.

All branches across the cities of the Kingdom are subject to comprehensive central oversight and management of the commercial integration of merchants. The appropriate department is periodically updated on the status in order to keep up with the volume of clients and delivery partners that must be attracted and retained over time.

As a result, monthly goals are established for the Sales Team in terms of the number of new contracts, branches, and regions for each city and region within each city, as well as the number of branches completing customer orders each month.

The Commercial Division, which operates from the Head Office in Riyadh, has a dedicated team that manages relationships with partners (merchants). To ensure successful work and the achievement of business objectives for all parties, this Team coordinates and communicates with all of the Group’s Departments, offers assistance right away, and supports all daily routine procedures.

The Team also consistently provides advice and recommendations to the concerned Departments and merchants on how to monitor suggested discounts for end users on a regular basis in accordance with monthly results. One of the key goals of the Team is to continuously monitor how the required service level is applied in dealing with customers in terms of the response times of merchants’ and branches’ commitment to delivering goods in line with customer expectations; and success in achieving customer satisfaction.

Modes of marketing platforms and successful campaigns

The performance of the marketing process has greatly improved by the use of a multitude of advertising channels, posters, commercial advertising, and various media, including social influencing Internet applications used on social media.

These include influencing content, competitions, and public relations, as well as taking advantage of public events that serve as reminders of the services offered. The Group also sponsors public events to enhance its presence and standing of its distinguished brand, while continuing to announce the Group’s services publicly.

Listed below are some of the major public events that the Group participated in or sponsored in 2022:

• Participation in the Riyadh Book Fair for a second year running
• Sponsoring Formula E - Sport
• Sponsoring Jeddah Season - Entertainment
• Sponsoring the activities of the King Abdulaziz Camel Festival – Sport
• Saudi Federation of Modern Pentathlon – Sport
• LEAP Tech Conference – Technology
• Royal Trophies - Sport
• Crown Cup - Sport
• Custodian of the Two Holy Mosques Cup - Sport
• Saudi Cup - Sport
• King Abdulaziz Cup (Founders Cup) of the Hail Equestrian Championship race
• Sponsoring the Mohammed Bin Salman League - Sport
• Sponsoring the Falcon Museum – Cultural
• Jaak Ramadan event - Societal

Enhanced brand visibility

The Group views its brands as one of its most valuable assets and, as a result, focuses on raising brand awareness, which it sees as being crucial for attracting customers and merchants and maintaining a dominant market position.

The Group wants to be at the forefront of customers’ minds by raising brand awareness in order to boost orders and order frequency. Hence, based on specific awareness and presence standards, the Group’s Management sets brand awareness objectives.

The Group has invested in brand awareness initiatives through campaigns targeted at the markets in which it operates. These campaigns use social media and influencers as well as marketing collateral like TV and radio commercials, billboards, and sponsorships to increase the number of orders and decrease associated costs.

In 2022, the Jahez Group invested in a number of corporate social responsibility (CSR) activities such as awareness campaigns and charities throughout the year all of which had a major impact on the Jahez brand.

Sponsoring and partnering with the most visible events and conferences in the Kingdom during the reporting period also helped expand our audience reach. This has helped Jahez build a strong and memorable brand and brought it closer to the Saudi community.

Benchmarked online presence

The Group has launched a number of successful marketing campaigns to expand its reach to different customer segments. The Group engages in online marketing campaigns to broaden its visibility among its clientele, both current and prospective, through a variety of channels, including social media and search engine optimization.

Strategic measures to attract and retain clients

The Group’s sales activities help to draw new merchants from a variety of industries to its platforms. The Group’s main Sales Team is based in Riyadh, and is backed up by Sales Teams in each of the major markets where it operates. In order to expand its merchant base, the Group conducts market research in each of these Regions in order to develop a targeted sales strategy. In addition to directly interacting with merchants, the Sales Team closely collaborates with the Group’s Customer Service Team to keep an eye on the deals and services offered during the onboarding process.

The Group’s sales division has established clear policies when interacting with clients by putting expert, methodical strategies into practice in accordance with the following instructions:

• Bring in well-known businesses and restaurants in each of the target cities.
• Target merchant diversification to satisfy all customer preferences and demands.
• Prioritize merchants with a large geographic footprint in the cities where the Group’s platforms are present.
• Ensure that merchants receive full support, including operations and training, to ensure they uphold the service level agreement in accordance with the terms and conditions outlined by the Group.
• Obtain the necessary data (a list of products and related images) for each merchant, matching it with data and prices on the Group’s platforms, and keeping customers updated at all times.
• Assure the professionalism, excellence, and merchants’ capacity to carry on serving their customers in the pertinent area.
• Ensure the monitoring and control of the activation of merchant accounts and data ever since the Group’s contracts were signed, to enable future use by Operations, Accounting, and Marketing Departments.
• Observe the yearly renewal of the agreements and contracts made with merchants.

Entice new users

The Group conducts marketing campaigns via social media to encourage new users to use their business verticals, especially Jahez, PIK and BLU Store platforms.

These campaigns are focused on specific times of the year, according to cities and seasons. The campaigns are carried out through social media, such as Twitter, Instagram, Facebook, YouTube, and other social media platforms including TikTok, LinkedIn and Snapchat, based on their prevalence in the cities and target Groups.

Retain existing customers

The Group’s marketing division reaches out to existing customers directly by sending text messages, with the goal of inviting them to continue using the platform’s services and to receive offers that are displayed in their wallets in all the digital platform applications.

Among measures that are already in place is an initiative to collect customer feedback and, in the event of a complaint, respond immediately and arrive at a speedy solution agreeable to the customer.

The Group launched a database system to activate artificial intelligence (AI) in order to identify customer segments and consumption patterns, predict outcomes, and make business decisions that will maintain the success of the customer’s experience and journey with the offered services.

Going into 2023, the Group is working on a number of measures to retain existing customers. These include loyalty programs and innovative offers.