Interview with Eng. Anas F. Al-Hazmi, Managing Director | Petromin, KSA

Seamless Xtra’s Micah Edwards interviews Eng. Anas F. Al-Hazmi, Managing Director, Petromin. 

Harnessing Data and Omnichannel Insights to Transform Retail in Saudi Arabia

 

1. In Store Digitization Vision: What are your top high-impact data-driven initiatives to transform the in-store customer experience using smart analytics?  (e.g., footfall data, heatmaps, personalized in-store offers)? 

 

I think the biggest transformation happens when we start using data to make the physical store react in real time to customer behavior. A few high-impact initiatives that work really well include connecting footfall data with sales performance to see where people spend time but don’t convert, using queue and service-time analytics to deploy staff more effectively during peak hours, and linking CRM insights with in-store analytics to identify shopping patterns and refine offers, promotions, and product placement based on actual behavior. 

For instance, many retailers place high-engagement products like beauty or lifestyle items near entrances because they naturally attract browsing, while essentials and quick-purchase items are placed within easy reach to support faster decisions. Similarly, in large hypermarkets, chocolates and kids’ products are often placed near checkout counters to encourage impulse buying. When these behavioral patterns are tracked through data like footfall, dwell time, and conversion by zone, it helps validate and refine store layouts. That’s where data truly adds value, when it turns a store from just a place of transactions into an environment that continuously learns and adapts to its customers. 

 

2. Physical Store’s Evolving Role: In a world of surging digital commerce boom, what is the most critical function a store serves today to support the digital business? 

 

The most critical function a store serves today is to translate digital engagement into real-world conversion and trust. Customers may begin their journey online. Researching, comparing, or adding items to their carts but the store is where that digital intent becomes tangible. It’s where confidence is built, and purchase decisions are finalized. 

 At the same time, stores now operate as intelligence hubs that feed data back into digital systems. Insights from in-store behavior, product interactions, service queries, and traffic flow, help refine online targeting, content, and assortment strategy. In this way, the store doesn’t compete with digital; it completes it, ensuring that both channels work together to deliver a seamless, data-informed customer experience. 

 

3. Measuring Omnichannel Success: As a tech leader in the region, what are the most insightful, cross-channel metrics businesses should focus on to measure true omnichannel profitability and customer lifetime value? 

 

To truly measure omnichannel success, we need to look beyond traditional KPIs like traffic or conversion. The real value lies in understanding how different channels work together to drive profitability and loyalty. Measuring true omnichannel performance means connecting data across every touchpoint from discovery to delivery to understand profitability and customer value end-to-end. 

Some of the most insightful metrics include Cross-Channel Conversion Rate, which tracks how many customers research online but complete purchases in-store, or vice versa. Customer Lifetime Value (CLV) should be measured in a unified way, combining digital and offline purchase frequency, basket size, and retention rate into one view. Cost-to-Serve per Order integrates marketing, logistics, and fulfillment costs to reveal the true margin by channel. Finally, Repeat Purchase Ratio and Digital-to-Store Engagement Ratio show how effectively channels reinforce one another. 

When these metrics come together through a single data framework or analytics platform, businesses gain a 360-degree view of performance not by channel, but by customer. That’s when omnichannel becomes truly profitable, measurable, and sustainable, not just active. 

 

4. Partnerships within the entire ecosystem of the digital commerce industry are a key factor to success. What are the key criteria’s you use to evaluate a potential partner (partner for technology/franchise etc.)?  

 

I’ve learned that in digital commerce, the right partnerships often decide how fast you can grow. It’s not just about signing the best vendor,  it’s about finding people who understand your vision and move with the same pace. 

               When evaluating a potential partner, I focus on a few key things: 

1. Alignment of vision: We need to share the same goal  improving the customer experience, not just completing a project. When both sides think customer-first, collaboration becomes effortless. 

2. Agility and innovation: Technology changes fast. The right partner should be flexible enough to adapt, experiment, and bring new ideas, not wait for instructions. 

3. Transparency and accountability: A true partner shares data, results, and challenges openly. It’s about trust knowing that both sides succeed or fail together. 

4. Co-creation of value: The best partnerships feel like extensions of your own team. For example, working with a tech partner who helps refine your data model or optimize processes, not just deliver a platform. 

Strong partnerships turn plans into progress. The goal is to move beyond vendor relationships to shared success, which is what truly drives sustainable digital growth. 

 

5. Where do you see Saudi’s digital commerce advancement in the next 5 years?  

 

 Saudi Arabia’s digital journey has already been remarkable. In just a few years, the Kingdom has built one of the strongest ecosystems in the region with advanced logistics, seamless digital payments, and customer experiences that continue to improve every day. The foundation is already strong; now it’s about what comes next. 

The next five years will focus on turning these individual strengths into one intelligent and connected ecosystem. With data, AI, and automation working together, every part of the journey from product discovery to aftersales will operate as a single, unified experience. Real progress will come when technology simplifies every interaction when customers experience convenience, speed, and trust without barriers between channels. That’s where Saudi is heading toward a digitally unified, customer-first economy that perfectly aligns with the ambition of Vision 2030. 

 

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