In 2023, the marketing team at Jahez undertook a number of inspired initiatives to further consolidate its position as a dominant technology and lifestyle player in the Kingdom and the wider region. Focusing on the key objective of attracting new customers, merchants and delivery partners to our various platforms, the team leveraged data analytics, artificial intelligence, as well as our deep insight of the market to retain and grow our market share and reach across all areas of operation.

This comprehensive, focused and data-backed marketing approach resulted in an increased number of new customer and partner registrations as well as app downloads during the year in review.

Data-First Approach to Customer Satisfaction

One of the key metrics of the marketing team’s success is customer satisfaction, and delivering exceptional service is paramount to our growth as a business. We actively gather customer feedback across all our communication channels, leveraging our operations department to promptly address their concerns. The feedback loop is integral to our strategy, allowing us to swiftly resolve issues and prevent recurrence, thereby enhancing our service quality and enriching the customer experience.

In 2023, Jahez continued its strategy of actively gathering and leveraging customer feedback across all communication channels. Daily, meticulous analysis of comprehensive feedback reports helps in identifying prevalent issues and in implementing robust solutions. Continuous evaluation of customer satisfaction feedback and competitor analysis also contribute to ongoing improvement initiatives across all apps and media channels, enabling us to address any identified market gaps.

The customer experience report compiled after each campaign is thorough and includes measurements of interactions, key performance indicators (KPIs), etc. Feedback both positive and negative are objectively evaluated, offering recommendations for improved solutions.

The reporting period was also notable for its growing use of artificial intelligence in marketing initiatives. Customer segmentations and multi-cuisine classifications based on an in-house AI algorithm contributed to an enhanced customer experience during the year.

This also led us to leverage a more efficient and wide-reaching marketing channel for our promotional endeavours in 2023 with the newly unveiled “Explore” feature introduced via Jahez app. The data-backed feature serves as an effective tool for customers seeking insights into trending restaurants and cafes, enabling them to stay abreast of current trends in the culinary landscape, while exploring more personalized recommendations. More significantly, the Explore page doubles as a marketing channel for exclusive offers and cashback codes that are cross-posted on our social media platforms, appealing to new users. It also serves as a third-party marketing channel for merchants, who can register with our platform to reach new customers. For Blu, a variety of attractive, personalized advertisements featuring relevant offers are showcased on the Explore page, while PIK leveraged the Explore feature’s reach to prominently display back-to-school offers to drive new conversions to PIK app.

A Winning Merchant Value Proposition

With an increasing number of daily active users on Jahez app, the marketing team continued to offer the market’s most competitive rates to merchant partners in 2023, in addition to other benefits that includes:

During the year in review, the Group also launched Jahez Insights, an initiative that empowers our merchant partners with a comprehensive suite of analytics and resources that will unlock new avenues of success and growth. Jahez Insights provide cutting-edge analytics, actionable data, and unparalleled market intelligence for our invaluable merchant partners.

Inspired Performance

Our growing network of loyal delivery partners were motivated by a unique value proposition during the reporting period; Saudi drivers who consistently achieve an average of five completed orders per day throughout the year were offered cars as a token of appreciation. At the close of the year.

Targeted Marketing for Greater Results

The marketing team launched a number of targeted campaigns and promotions, that served to enhance our market position across all verticals during 2023.

 

Creating an Omni-channel Brand Presence

Among other notable initiatives in 2023, a number of social media campaigns as well as traditional campaigns on conventional media stood out. Event sponsorships, loyalty programmes, in-app features were among other measures to increase brand awareness.

Social Media

• 1M Code campaign: Unique and sizeable social media campaign engaging the youth demographic with paid media, influencer marketing, and content creation together with other strategic digital marketing efforts aimed at amplifying order volumes and enhancing brand advocacy.
• Discounted delivery campaigns in specific cities: In a bid to bolster brand recognition in select cities of the Kingdom, particularly Jeddah, Tabuk, Al-Qassim and Al-Kharj, a comprehensive campaign was launched involving organic social media content and targeted paid advertisements, in addition to billboard placements, paid media ads, and influencer marketing. The outcome of this extensive campaign resulted in a significant number of app downloads, thereby expanding our user base and visibility within the designated areas.
• National Day offers: Marking this momentous, patriotic occasion, we tailored exclusive deals on the PIK platform for various brands, showcasing the diverse range of special deals and limited-time offers presented by various of our brands. The campaign aimed to increase brand visibility and drive sales in Riyadh for both iOS and Android users, and surpassed benchmarks, exceeding download and order targets, recording some. The campaign utilised various strategies, including content marketing, targeted paid advertisements, influencer marketing, social media marketing, offers from different stores on the app, prominent banner placement in the Jahez app, and in-app notifications on both Jahez and PIK apps. The initiative effectively boosted brand recognition and sales performance in Riyadh, surpassing initial projections.
• New shirt campaign for Blu Store app: A successful campaign improving app downloads, registrations, and user engagement was launched in 2023, resulting in the acquisition of new users. The conversion rate from app downloads to registrations also saw a notable increase.

Traditional Media

• Television: Entered into a sponsorship agreement for TV advertisements for Roshn Saudi League, as part of a sponsorship agreement with MBC Media Solutions (MMS), the exclusive representative of Saudi Sports Company (SSC), forming a strong strategic alliance and brand association with RSL. It also underscores our pledge to contribute towards the Kingdom’s recent accomplishments and advancements in the sporting stage.
• Radio: The Group aired strategic advertisements spots on Alif Alif radio station over a month, for enhanced reach and engagement in Jeddah.

Events

Events such as Media Oasis, FIFA Club World Cup, and Otaiqah Dates Season showcased the Group’s support for national initiatives, serving to strengthen Jahez brand as a partner and contributor to the Kingdom’s ambitious objectives across multiple sectors.

 

In-app Features

During the reporting period, we also developed an in-app game targeting the Saudi National Day which enhanced customer engagement and entertainment, helping customers while away the time between order preparation and delivery.