Page 19 - February #178

DeFacto
Berlin, Germany

Gulf Mall DeFacto
Doha, Qatar Berlin, Germany

cultures of the countries, creating a close bond with our customers stands out more in other countries. Ersoy goes on to say that the
along the way,” says Ersoy. marketing mix of each country can be different from each other. For
As retail moves more than ever in the direction of brand experience, example, CIS customers use Wecontact and Yandex so they need
the company strives to engage with customers and provide the best to prioritise work on these platforms for these areas. Essentially, he
service to them on every platform, regardless of the channel. They have says you need to use the specific power you have in the right channel
once again demonstrated their determination and success in engaging in the right way.
with their consumers with DeFacto GIFT CLUB, one of the outputs of A company that has grown considerably in a rather short space
their digitisation and customer orientation vision which they launched of time, DeFacto’s founding philosophy and values remain key to its
in 2021. Through this gift club, which offers benefits to their customers ethos as they continue to grow and this is a company that respects
via mobile application, they reached more than eight million members in the ecosystem, protects the Earth and natural resources, adds value to
less than a year. people and has a sensitive and transparent stance towards social issues.
“Today’s consumers expect personalised content and visuals,” Ersoy “Our organisation is undergoing a major cultural transformation
explains as the topic of conversation turns towards social media and the based on ‘Lean Thinking’. With lean thinking, we focus on our products
role it plays in marketing. “We take this expectation of our customers into and resources that will affect the product instead of our organisation,
consideration and focus on producing content that makes a difference technology and fixed assets,” answers Ersoy when we ask him what the
for each social platform in order to appeal to different lifestyles and of greatest challenge is facing the business right now.
course to draw attention to our product portfolio.” As they continue to move forward towards their goal of globalisation,
In terms of digital marketing, the group takes into account the the main priority for the brand is to maintain growth in a fast, profitable
platform usage habits of the regions in which they operate. For example, and reliable manner whilst offering their customers a service and product
TikTok is very strong in some countries while influencer communication they can be proud of.