Customer data and consent
Profiles built from agreed sources, with consent and contact preferences recorded and enforced.
Industry context
Marketing automation and customer data in retail and e-commerce
We set up marketing automation so every journey uses only the data and consent it is allowed to use.
Marketing automation joins customer data, consent and campaign tools, so the first job is deciding which data may be used for which message. We set up the data connections, consent capture and journey templates, then train the team that will run campaigns.
Retailers trade on thin margins, with peaks around Ramadan, Eid and White Friday and customers who move between app, website and store in a single purchase. Merchandising, store operations and digital teams each own part of that journey, so we plan changes around the trading calendar. Marketing consent falls under the UAE PDPL and the Saudi PDPL, and TDRA and CST set the rules for SMS sender registration, so we configure channels market by market.
We hand over with runbooks and training, and can stay on under agreed service levels.
Alongside sector regulation, we often map delivery evidence to cross-industry baselines such as the UAE Information Assurance Regulation issued by TDRA, the NCA Essential Cybersecurity Controls in Saudi Arabia and the NIST Cybersecurity Framework, which many risk reviewers already use.
What we deliver
Specialists in retail and e-commerce and platform engineers, with you from design to stable operation.
Journeys and campaigns
Journey templates, segments and message approval steps configured for your teams.
Measurement
Campaign and journey results reported against agreed measures, with control groups where useful.
Consumer and data rules
We design consent, returns and customer data handling around consumer protection rules and personal data law in each market, such as the UAE PDPL and the Saudi PDPL, with ZATCA e-invoicing requirements where Saudi sales are in scope.
Channel set-up
Email, SMS, app and WhatsApp channels configured with sender registration and opt-out handling.
Bilingual content
Arabic and English templates, with right-to-left layouts tested on the devices customers use.
What to have in place first
Marketing automation is ready to start when consent is recorded reliably and the team has a first journey it wants to run.
- Merchandising and digital teams have agreed who owns product and price data.
- Marketing and the privacy office have agreed which data may be used in which channels.
- The first journeys, and the measure each one should move, have been chosen.
Plan marketing automation and customer data in retail and e-commerce
Share your current systems, compliance themes and timeline. We will return a phased plan, a staffing model and a risk register for your stakeholders to review.