Interview with Ruslan Al-dahleh, Director of E-commerce | Tamimi Markets, KSA

Seamless Xtra’s Micah Edwards interviews Ruslan Al-dahleh, Director of E-commerce, Tamimi Markets, KSA  

 

Ruslan Al-dahleh is the director of E-commerce at Tamimi Markets in Saudi Arabia, with previous experience in the UK. Ruslan brings extensive expertise in grocery ecommerce, having worked with one of the UK’s leading grocery ecommerce retailers and consulted for top retailers across the USA, Australia, and Europe.

 

Shaping the Future of Retail: Omnichannel, Innovation, and Personalisation

Omnichannel has moved beyond being a trend to becoming the standard for how businesses operate and interact with customers. What is the key to a successful omnichannel strategy that will truly set you apart from your competitors?  

• A successful omnichannel strategy hinges on creating a seamless and continuous customer experience across all touchpoints, whether the customer is shopping in-store, online, or via mobile. Each channel serves a unique purpose, and it’s crucial that retailers adapt their offerings—products, services, and propositions—to fit the specific context of each platform. However, one key element must remain consistent across all channels: the retailer’s core brand identity and customer promise. This consistency is what truly differentiates a brand, fosters customer loyalty, and helps build a lasting relationship. When the customer recognizes that the values and experience they expect from the brand are maintained, no matter how they interact, that’s what sets you apart from the competition. 

  

Top technologies that are elevating omnichannel operations  

• The top three technologies driving omnichannel success are AI & Machine Learning, IoT (Internet of Things), and Cloud Computing. AI helps personalize shopping experiences by analysing customer data and predicting preferences. IoT improves inventory tracking and provides real-time insights, ensuring smoother operations across channels. Cloud computing connects data from all sales platforms, allowing retailers to manage and scale their operations more efficiently. These technologies work together to create a seamless, customer-focused experience. 

  

How can retailers balance rapid digital innovation with the region’s unique cultural and social dynamics  

• Since arriving in the KSA, one thing that’s stood out to me is the region’s strong embrace of digital channels and its growing demand for innovation. This isn’t surprising, given that internet penetration here has reached 99%, indicating a population that is eager for digital solutions. The demand for innovation is clear; the key now is ensuring that supply matches this demand. This is where retailers play a crucial role. The most important thing at this stage is to actively listen to the customer—to truly understand their pain points and address them effectively. By doing so, we can create solutions that align with both the unique cultural and social dynamics of the region, ensuring that innovation is not only cutting-edge but also relevant and meaningful to the local consumer. 

  

What can we expect from the retail industry in the next 5 years?  

• In the next five years, we can expect personalization in retail to reach new heights, driven by the rapid advancements in AI and computing power. Grocery retailers, in particular, are becoming some of the most effective data gatherers in the industry. Since consumers typically visit grocery stores a number of times per week, retailers have a unique opportunity to track purchasing patterns, preferences, and habits. This wealth of data will enable retailers to deliver highly personalized product recommendations and tailored services, creating a more customized shopping experience for each customer. As a result, we’ll see even greater integration of technology to anticipate consumer needs and build stronger, more personalized connections. 

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