INTELLIGENT SOFTWARE
ToysRUs partners with
Capillary Technologies to
increase store conversion
with AI powered solutions
The iconic toy chain is undergoing
a Digital Transformation in the KSA
backed by Capillary Technologies as
a strategic partner.
apillary Technologies, a leader
in omnichannel engagement
solutions, along with its partner
Naizak AlElm, have become a key technology
enabler for ToysRUs in Saudi Arabia by
providing the popular chain of toy stores
with its AI-based Instore solution.
ToysRUs will benefit from Capillary’s
retail marketing solution to accurately
identify in-store walk-ins and derive
rich insights about customer behaviour
and buying patterns to help plan store
operations efficiently.
According to research from Euromonitor
International, Saudi Arabia’s retail market is
expected to grow at 12.3% to be worth US$119
billion by 2023. Having recently established
its regional entity ‘Capillary Arabia’ in the
Kingdom, Saudi Arabia is the fastest-growing
market for Capillary in the region.
With this latest partnership with
ToysRUs, Capillary aims to further
consolidate its presence in the country.
Offline retail in Saudi Arabia continues
to contribute about 95% to the total
spend. Consumers still prefer to visit
bricks-and-mortar stores to experience
and feel the product before a purchase.
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TECH CHANNELS
Issue 28
Nitin Kaushal, Capillary’s
President and General
Manager for META
Keeping customers at the centre of
attention, ToysRUs wanted to build an
offline clickstream of data, similar to what
ecommerce does, to support the company’s
mission to provide an exceptional retail
experience to customers.
ToysRUs deployed Capillary’s VisitorMetrix,
which not only enables it to analyse historical
store traffic patterns to determine staffing
requirements through power hours, but
also gives immediate responsive data to
changes, including studying the impact of
promotional campaigns.
ToysRUs uses this information to
strategise its operations and marketing
campaigns to look deeper at their
performance and pull the right levers for
improved productivity.
“While our ecommerce business is
growing, we did not want to lose focus on
the offline stores. Combining the instore
consumer behaviour with the transactional
data will give us a complete 360 degree view
of our customers and will help us personalise
our offerings and services,” said Mansour Al-
Akeel, Managing Director and CEO at ToysRUs.
Capillary’s President and General
Manager for META, Nitin Kaushal said:
“Saudi Arabia is one of our key markets in
the region and we are pleased to partner
with ToysRUs and be involved in its
digital journey. We will soon be launching
VisitorSense to help retailers capture more
in-store data. It will provide brands with
demographics and fashion profiles of store
visitors to better understand their buying
habits, patterns and preferences. We
look forward to establishing a long-term
partnership with ToysRUs and help elevate
their customer experience.”
Capillary has also partnered with Naizak
in Jeddah to leverage its rich and localised
expertise in the market to design localised
loyalty solutions for homegrown brands.
Combining the instore consumer
behaviour with the transactional
data will give us a complete 360
degree view of our customers.
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