PowerPoint Presentation

JULY - AUGUST 2023

BRAND INDEX

CUSTOMER & BRAND HEALTH

2022

2023

TARGET

STATUS

BRAND

ACTUAL FY

YTD

MAF GROUP *

16.1

16.7 +0.6

Top 25% for M-brands

How well are we doing against our goals?

-0.1 previous period

38.7

36.8 -1.9

Top Quartile (top 25%)

UAE

+0.1 previous period

31.4

28.2 -3.2

Top Quartile (top 25%)

UAE

+0.3 previous period

24.9

24.2 -0.7

Top Quartile (top 25%)

UAE

-0.7 previous period

44.5

41.3 -3.2

Maintain #1 rank

UAE

+0.8 previous period -1.8 +0.3 previous period

25

23.2

Growth

Carrefour Online

• MAF Group: Dipped slightly since last period but overall is improved since 2022 • Key UAE Brands: Slight improvements in MOE, VOX, Carrefour and slight dip for SHARE. All, however, are still behind 2022 scores. Bigger gains are needed to ensure target positions in top 25% relative to competitive sets through the end of the year.

* MAF Group = weighted BU scores incl. multiple brands and countries

NPS *

2022

2023

TARGET

STATUS

BRAND

ACTUAL FY

YTD

MAF GROUP

38.5

44 +5.5

41.5

-0.2 previous period

63

65.2 +2.2

63

UAE

+0.2 previous period

46.2

47.5 +1.3

49

UAE

-3.5 previous period

55.3

58.1 +2.8

57

UAE

+4.1 previous period

40.5

51.2 +10.7

43.9

UAE

+1.6 previous period +13.6 +9.2 previous period

28.2

41.8

33

Carrefour Online

• MAF Group: Dipped slightly since last period but overall is improved since 2022 • Key UAE Brands: Strong gains in MOE, SHARE, slight improvement in Carrefour, and slight dip for VOX. All have shown improvements over 2022 scores. Maintaining these positive trends will help ensure targets are achieved.

*NPS 2022 scores and 2023 targets have been weighted on reported revenue numbers for 2022. Brand scores/revenues have been used to calculate the BU scores and in turn the weighted BU scores and BU revenues incl. multiple brands and countries have been used to calculate the overall MAF Group score.

ACTIVE USERS

2022

2023

TARGET

STATUS

BRAND

ACTUAL FY

YTD

1.58m

1.68m +0.1

UAE

1.86m

+0.03 previous period

• Active User growth making slight progress since last period. Greater momentum needed through the rest of the year to achieve targets.

This is a read of where we stand to date on shared group scorecard KPIs up to August 2023. The challenge remains to maintain a positive trajectory as a collective group effort through to the end of the year to be able to achieve target. Access the latest brand and competitive performance report (Brand Index, NPS, Media Share and Spend) for key MAF brands here.

CUSTOMER & BRAND CHALLENGES

BRAND • Deploy completed Brand House across non marketing BU verticals for optimal impact (Carrefour, City Center, Mall of, SHARE, Xsight) and marketing functions (Ski/Snow). CUSTOMER ENGAGEMENT • Adopt the new Marketing Strategy Framework in creating the 2024 Marketing Strategies for key brands and markets starting Q3 planning season. CX • Ensure VOC program KPI s include mail opening rates and survey completion rates, to avoid overlapping communication (marketing + NPS survey emails).

What help is needed, and is intervention required?

QUALITY OF CUSTOMER RECORDS (UAE)

2.16M CUSTOMERS BASED IN UAE CUSTOMER CLASSIFICATION CUSTOMER RECORDS

SOCIO DEMOGRAPHIC

+ MAF TENANTS

+ OUTSIDE MAF

ADDRESSABLE

MAF BUs1

Invisible

57,991

X

X

X

X

X

Bronze



258,638

X

X

X

X

Silver



786,225

X

X

X

X

Gold





486,461

X

X

X

Platinum

31,737







X

X

Diamond

546,992











ADDRESSABLE: GCR customers with valid email or mobile numbers . Dataset: GCR base

SOCIO-DEMOGRAPHIC: GCR customers with date of birth or nationality or ethnicity or gender info available in the databased. Dataset: GCR base MAF BUs1: GCR customers tracked shopping in MAF brands such as Carrefour, Lifestyle brands & VOX Cinemas. Dataset: GCR base + MAF TENANTS: GCR customers tracked shopping within MAF mall in Tenants store (both SHARE & NI considered). Dataset: GCR base + SHARE & NI

+ OUTSIDE MAF: GCR customers tracked via NI shopping outside MAF assets. Dataset: GCR base + NI

A new methodology currently under development to be launched in Q4 that will provide much richer and more granular audience breakdown. Stay tuned!

COMPETITIVE LANDSCAPE AND CONSUMER BEHAVIOUR

RETAIL • Partnerships are rife in the UAE category with Amazon collaborating with Lulu to launch Amazon Fresh (groceries). This partnership is gaining traction as Amazon Fresh represents 50% of the grocery spends in the category- closing in on Carrefour. • In the UAE, along with Carrefour, Lulu Hypermarkets leads media investment in the category, followed closely by eCommerce platforms such as Talabat, Noon and Amazon. SHOPPING MALLS • Dubai Mall is relaunching its VIP lounge this November in partnership with Chalhoub's Elite (VVIP concierge management program). The fully licensed lounge is also getting a new appealing redesign. COMMUNITIES • So far, the value of real estate transactions in UAE grew by 87% on an annual basis, despite the spike in interest rates and property rent increases. LIFESTYLE • Special immersive executions such as Snapchat lenses, TikTok content creator campaigns, partnerships with KOLs, exclusive online promotions/SKUs and in-store activations pegged to digital purchases are on the rise by key players in this category. ENTERTAINMENT • A Lulu Group International entity and Stars Cinema have launched a joint venture to own and operate 22 new cinema screens in four malls across Abu Dhabi and Al Ain. adding to the 76 existing screens currently operated by Star Cinemas. • Cinemas are fighting back with a 20% yoy growth in audiences despite streaming platform efforts (streaming gained tremendously at the expense of theaters during the pandemic).

CUSTOMER INSIGHTS & ANALYTICS • Rollout of Brand Health Dashboards- completed • Rollout of Insights Engine components in Q4: Marketing Effectiveness Dashboards, Superiority Index, Top Down VoC - in progress

BUs ENABLERS

STRATEGY • City Center Brand House – completed • MOE brand campaign – ready for release in Q3 • Marketing Mix Modeling for Carrefour - in progress

How are we helping BUs step up?

CX • Experience Immersions Service (SoCo, Carrefour - competition) - completed • Personas Atlas: (family tree of all existing MAF CX personas across brands) - completed • CX Index deployment- in progress INNOVATION • MAF Innovation focus areas (themes) definition for C4, DevBU - completed • "As-is" innovation pipelines mapped for C4, VOX, AMBU - completed CUSTOMER ENGAGEMENT • Know Your Customer workshops for SHARE and AMBU, Lifestyle and Entertainment - completed • Smart Marketing workshops for AMBU, SHARE & Lifestyle - completed • AMBU CVM Pilot launched with 3 MOE campaigns, generating an uplift in AMBU revenue of AED 1 Mn - in progress • Support SHARE, Lifestyle, Entertainment and Carrefour to pilot CVM use cases, from opportunity identification, to set up and execution - in progress • Data stitching to enable Customer 360 for Retail, Lifestyle, SHARE / AMBU - in progress • Group-wide DAM project BU trainings - initiated • Content Guidelines Playbook - in progress ORGANISATION & CAPABILITIES • School of Marketing content development for Foundation and Advanced level courses (wave 1 release targeted for Q4) - in progress • Annual Operating Planning for 2024 Guidance and discussion with BUs - in progress

NEWS & HIGHLIGHTS

We have signed with Braze for another 2 years as our Customer Engagement Platform. License optimisations resulted in annual savings of 885k! The next Braze EBR for MAF Marketing teams will be in September.

The Dialogue Program’s quarterly newsletter is out. If you wish to know about how MAF Marketers are using Braze to engage with our customers, check out the latest news here.

Treating our 1 st Marketing Effectiveness Challenge winners to a well-deserved lunch with Charles. Congrats to the Retail Team for their winning submission!

Our next “ Innovation Blender ” trends session will be held on September 27, 2pm at VOX cinema City Centre Deira. These sessions aim at providing MAFers with inspiring and actionable insights related to winning customer & brand-centric innovation through trends, case studies, progress updates, and more. Innovation Ecosystem, Uncovered! All the Innovation stakeholders at Holding partnered to map the Innovation space clearly and allow everyone to understand who does what and what are key areas of focus these days. The mapping also supports capability sharing and greater collaboration. #together. Majid Al Futtaim Holding MarTech team was a winner in the Stackie Awards 2023 . The Stackies are a fun awards program that have been running for 9 years, where marketers are invited to send in a single slide illustrating their martech stack illustrating How do they conceptualize it? And What tools or capabilities does it include?

INNOVATION ECOSYSTEM VISIAL

AWARDS

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