DAMAC Properties is part of DAMAC Group that has been shaping the Middle East’s luxury real estate market since 1982, delivering iconic residential, commercial and leisure properties across the region and beyond.To date DAMAC has delivered c. 47,000 quality homes, with c. 33,000 more under way. DAMAC Properties has grown to become one of the world’s foremost luxury developers, with projects spanning the GCC, Levant, Middle East, United States and United Kingdom.
DAMAC is known to be a pioneer in customer-centricity and uncompromising quality. To carry this legacy forward, the luxury real estate brand wanted to ensure they built highly personalized journeys and experiences for their customers.
DAMAC realized that running omnichannel campaigns through Email, Push Notifications and WhatsApp on platforms that required manual intervention would prove to be a challenge, especially when they are scaling up so rapidly.
The DAMAC team also proactively recognized that using multiple channels, like Email, Push Notifications, and Telesales representatives, to engage with customers resulted in a siloed view of each customer, making segmentation a high-effort activity and campaign launches tedious.
With a customer base spread across multiple countries, DAMAC aimed to onboard a Customer Data and Engagement Platform (CDEP) that helped them build real-time 360-degree customer profiles, segment and personalize at scale, and roll out campaigns faster.
Our key focus was always to onboard a customer engagement partner that helped us seamlessly unify customer data from various sources, segment accurately, and personalize effectively. MoEngage’s analytics and personalization capabilities enabled us to centralize customer interaction data, personalize our communications, and drive meaningful interactions with ease. The Customer Success team has been a true partner in this journey, providing us with strategic inputs on opportunities or market trends we could capitalize on and achieve sustained growth.
The DAMAC team onboarded MoEngage to automate customer journeys based on demographics, events, and other user properties. With MoEngage Flows, the brand was able to seamlessly build complex customer journeys with multiple touchpoints across Email, Push Notifications, and WhatsApp.
They also created extensive Flows based on customer attributes like locations, property preferences, demographics, and more to send personalized campaigns to a global customer base.
With a unified customer profile full of rich insights, the luxury real estate developer was able to:
1. Leverage insights like Recency and Frequency of their engagement, the type of property they prefer, their activity outcome (interested in a show, considering buying within the next 6 months, etc.), location, and more to segment their customer base in real-time.
2. The brand also launched omnichannel promotional and reminder campaigns, personalized to the customers’ recent behavior and property interest. They divided these campaigns into three major categories:
DAMAC’s transformative approach to engagement via different channels such as Emails, Push Notifications, and WhatsApp helped them reach millions of customers who were otherwise less responsive to Telesales calls.Â
Owing to MoEngage’s behavior-based segmentation, customer journeys, and personalization capabilities, DAMAC was able to achieve exceptional results such as:
