Alshaya Group partners with Optimizely and to drive Experimentation across their online channels


Dubai, UAE: Alshaya Group, one of the world’s leading brand franchise operators; will use Optimizely’s experimentation platform to optimize their digital touchpoints and excel in providing a great customer experience. The experimentation project will be carried out in collaboration with, an Optimizely partner with specialist expertise in Conversion Rate Optimization (CRO).

Eric Anderson, Chief Revenue Officer, Optimizely, said: “We are delighted to partner with the leading multinational retail franchise operator Alshaya Group just within a few months of opening our office in the Middle East. Optimizely’s experimentation platform will allow Alshaya Group to constantly test and experiment, to improve the various digital touchpoints where consumers engage with them. This will further improve their UX and increase personalisation throughout the customer life cycle.”

He added: “A customer’s overall experience with a brand is crucial in their decision to make a purchase, therefore it is important to optimize every possible digital touchpoint so that each brings value to customers and guide them in their purchase journey. As more and more consumers in the region turn to online shopping, companies need to adopt a culture of experimentation to improve their digital touchpoints. This will ensure greater customer loyalty and retention.”

Optimizely, the world’s leading experimentation platform, will provide Alshaya Group with the ability to conduct fast experimentation and give them a clear direction on how to deliver impactful customer experiences. Alshaya is a dynamic family-owned enterprise with a consistent record of growth and innovation. Over the past years, the company has accelerated their digital footprint doubling their e-commerce online portfolio to over 100 live experiences. Because of this expansion, the company is now focusing on leveraging AB testing and experimentation to continue innovating and increase engagement and conversion, and excel in digital experiences to delight its customers.

According to Gala Blasco Marco, Head of Conversion Revenue Optimization, Alshaya Group, “To better serve our customers across every digital touchpoint, we have decided to collaborate with Optimizely and powering our experimentation programme. We look to them to assist us in our needs for personalisation, segmentation, and funnel optimisation. This programme is part of our broader initiative to embrace a culture of change and innovation. We are set to expand our testing capabilities and foster innovation to always be ahead of our customer needs. We decided on the Optimizely platform as they have a world-renowned experimentation technology that is proven to be efficient and accurate. They also have a local support team in the region now, which is also a strong point in their favour.”

Alshaya will implement the Optimizely platform in its Fashion and Footwear business, Health and Beauty and Home Furniture. 

Speaking about the project, Stephen Pavlovich, Founder & Managing Director, said: “Alshaya Group is an important partner for us in this region because of their customer-centric approach which extends to their digital touchpoints as well. By working with Optimizely team and their experimentation platform, we will be able to assist Alshaya with customizations that will improve the customers’ shopping experience.”

About Optimizely

At Optimizely, we’re on a mission to help people unlock their digital potential. With our leading digital experience platform (DXP), we equip teams with the tools and insights they need to create and optimize in new and novel ways. Now, companies can operate with data-driven confidence to create hyper-personalized experiences. Building sophisticated solutions has never been simpler. Optimizely’s 900+ partners and 1100+ employees in offices around the globe are proud to help more than 9,000 brands, including Toyota, Santander, eBay, KLM and Mazda, enrich their customer lifetime value, increase revenue and grow their brands. Learn more at

 About Alshaya Group 

Alshaya Group is a dynamic family-owned enterprise, first established in Kuwait in 1890. With a consistent record of growth and innovation, Alshaya Group is one of the world’s leading brand franchise operators, offering an unparalleled choice of well-loved international brands to customers, 

 Alshaya Group’s portfolio extends across MENA, Turkey and Europe, with thousands of stores, cafes, restaurants and leisure destinations, as well as a large scale online and digital business.   

 Operating in multiple sectors including Fashion, Food, Health & Beauty, Pharmacy, Home Furnishings and Leisure & Entertainment, Alshaya Group colleagues are united by a commitment to authentically deliver great customer service and brand experiences.  

 Fresh, modern and relevant, Alshaya’s constantly evolving portfolio reflects the choices and lifestyle of its customers. From flagship stores and restaurants in prestige malls, through to local coffee shops, drive-thrus and online, Alshaya Group brings customers the brands they love in the places they want to be.  Brands such as Starbucks, H&M, Mothercare, Debenhams, American Eagle Outfitters, P.F. Chang’s, The Cheesecake Factory, The Body Shop, M.A.C, Victoria’s Secret, Boots, Pottery Barn and KidZania. 

Learn more about Alshaya Group at Follow us on Facebook and Instagram. 


Conversion is the world’s largest dedicated conversion optimisation agency. Focusing on data-driven experimentation and personalisation, they’ve captured over $1 billion in additional revenue for their clients. Their team of expert strategists, designers, developers deliver rapid results and support significant growth for brands across the globe such as Meta, Domino’s Pizza, Enterprise Rent-A-Car, Sony and Canon. With the belief that experimentation should be at the heart of every business, Conversion support their clients in testing everything from user journeys, to pricing and product functionality.