Brand and retail consultancy, FITCH is launching its ground-breaking MXP technology in the Middle East. For the first time outside of Asia-Pacific, MXP technology is set to transform shopping malls and retail destinations in the UAE by connecting retailers and consumers to deliver a new level of service.
FITCH developed MXP to allow malls and destinations to deliver a higher level of seamless service to digitally native consumers, connecting a destination’s digital touchpoints such as interactive kiosks, websites, apps, incentive programmes, social media and advertising. It helps destinations manage content, analyse data, connect touchpoints and drive engagement through the ease of a single platform. This gives mall operators an opportunity to deliver a greater level of direct service to shoppers through integrated physical, human and digital touchpoints.
“Mall operators are actively reviewing their direct relationship with the shopper, understanding the need to engage more directly across multiple touchpoints in today’s connected world,” says Jonathan Cummings, chairman of FITCH Greater China. “As we see retail shift from a mere transactional relationship to one requiring a higher level of involvement and service delivery, we developed MXP as a future facing platform to meet the evolving needs of malls.”
Amongst other clients, FITCH is transforming Swire Properties malls and mixed-use developments throughout Greater China with the implementation of MXP. The platform serves as a foundation for a digital ecosystem that is intelligent, data-rich and futureproofed for a rapidly evolving landscape, and ever-dynamic customers.
“The UAE has showed its determination to be the vanguard of future city development,” adds Kevin Doherty, managing director of FITCH Dubai. “We are therefore delighted to be the first region to launch MXP outside of Asia and look forward to helping the region take another leap forward in retail experience”.
Words by Katie Streten Experiential Strategy Director, VMLY&R COMMERCE Throughout the last year,June 13, 2021 | By Shruthi Nair
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