A recent study conducted by the Boston Consulting Group in collaboration with Meta highlights that the United Arab Emirates has entered a significant phase in customer engagement. Interactive messaging powered by artificial intelligence has emerged as the leading digital channel for customer communication.
According to the findings, 55% of major companies in the UAE report that interactive messaging (such as via WhatsApp) will be their primary investment channel over the next five years, significantly outpacing email (13%) and e-commerce platforms (13%).
Case studies from the UAE indicate that WhatsApp boasts viewing rates for messages that are twice as high compared to email, a return on ad spend that is three times better than SMS, and a 12% higher success rate in user identity verification through one-time codes.
An exemplary case of this trend can be seen with Lulu Hypermarket, which has transformed its customer interaction by shifting key touchpoints to WhatsApp.
As a result of this strategy, Lulu recorded significantly higher customer engagement rates over 15 months compared to all other marketing channels, all while saving millions that were previously spent on printed promotional materials.
During this period, the hypermarket chain experienced a tenfold increase in engagement via WhatsApp, compared to social media, SMS, and paid advertisements. Moreover, they achieved a 79% message open rate directed at customers, leading to over 4 million sign-ups for loyalty programs directly through WhatsApp.