Max goes digital, transforms the customer experience

Dubai / Emirates Business

MAX, the largest value fashion brand in the region, has recently undergone a digital transformation to simplify and enhance the shopping experience for its customers. Based on customer feedback around their shopping preferences, Max launched a number of innovative services that continue to build on its regional success.
Starting with a single store in the UAE in 2004, Max now serves customers in over 350 stores across 16 countries.
Max’s digital transformation is underpinned by the launch of its new online shopping website (www.maxfashion.com) and cutting-edge applications for iOS and Android devices. Max also launched a way to shop directly from their Instagram account – maxfashionmena. Max has transformed the shopping experience of its customers by offering a wide variety of women, kids and men’s apparel and accessories including footwear and household products, all at the click of a button. Response to the new site has been phenomenal with over 2.5 million page views since it went live on 24th November 2016. The site also offers free delivery on orders above 200 AED for all online purchases.
“The world is going through a major transformation thanks to the availability of smartphones and improved mobile connectivity, making retailers rethink their approach to delivering on their customers’ needs and expectations,” said Tanya Todd, CEO at Max Fashion. “By listening to our customers and understanding their shopping preferences, we are able to maintain market leadership by providing great fashion products, coupled with world-class customer experiences. Whether its innovation in product or in design at the retail level, or in the way we interact with our customers through our digital channels, our goal is to offer customers the most rewarding experience in value fashion.”
Max also recently launched #MyMaxStyle, to inspire the youth today to share their looks using the hashtag and stand a chance to get featured on www.maxfashion.com. Through this initiative, Max wants to target and inspire their growing customer base of millennials across the region.
Max will soon become one of the first retailers in the region to launch it’s own ‘Click and Collect’ service, allowing customers to make online purchases at their convenience and choose to collect their items at their preferred Max store. Preliminary research on the service provided positive insights as customers in the region are always on the move with many preferring to collect their online purchases in store, thanks to Max’s extensive retail footprint.
Max also introduced its ‘in-store kiosk’ concept at its flagship stores, providing customers with easy access to the entire range of Max products, if a customer couldn’t find her size or colour she could order them online from the store and get them delivered to their doorstep. Customers can also continue to enjoy other great online and offline services such as next day delivery, cash on delivery, easy and fast one touch pay and check out, a 30-day returns policy, allowing customers to return products via courier or via Max stores, thus making returns convenient even while shopping at maxfashion.com.
For the award winning Landmark Group loyalty program members of ‘Shukran’, Max has now linked online purchases to memberships, making it easy to earn and redeem Shukran points across online and offline platforms, thereby providing an Omni-Channel shopping experience.
Max today is the leading and most trusted value fashion retailer in the Middle East and aims to have a network of over 500 stores across the MENA region and new markets by 2020.
Max serves the mid-market section of the population consisting of Arab Nationals, Asians and Western expats, and employs over 8,000 people from multiple nationalities across its network.