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Customer and digital experience strategy

The situation

One of Saudi Arabia’s largest developers was looking to enhance the customer experience throughout its entire portfolio, with a focus on the retail and entertainment properties.

How we helped

Strategy& launched a customer survey across the client’s key properties and devised a comprehensive customer experience strategy covering the end-to-end journey. The strategy aimed to evolve the offering from one that focuses on the basic needs of comfort and convenience to one that encompasses a next-generation immersive experience:

  • Services: What basic and value-added services should be offered? How should each be priced? (Examples include reception desks, shopping consultants, bag handling)
  • Facilities: What facilities are absolutely necessary and which can be disposed of? (Odor dispensers, entrance designs, etc.)
  • Category and tenant mix: What is an appropriate mix of F&B, entertainment, retail, top brands, etc.?
  • Events: What types of events should be offered, to which segments, and when?
  • Digital offerings: Should the properties offer smart-phone notifications, targeted marketing, selective online buying, parking finder, etc.?


The resulting initiatives were approved by management, then rolled out on a pilot property prior to proceeding to nationwide adoption.

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