Future Group’s tech division partners MoEngage to drive consumer engagement

Tathastu, the artificial intelligence (AI) and machine learning platform of Kishore Biyani-led Future Group, has picked San Francisco-based marketing automation platform MoEngage Inc’s intelligent customer engagement solutions to drive consumer engagement. 

MoEngage’s platform will be leveraged to further digital consumer engagement across all Future Retail brands and increase adoption of Future Pay, its payments and loyalty app, according to a statement issued by Future Group today.

By harnessing MoEngage’s platform, Future Retail will streamline operations and improve marketing and customer experiences.

The AI-driven MoEngage has aided platforms like OYO, BigBasket, Tokopedia, Bukalapak and Traveloka to improve user lifecycle management, MoEngage Inc said in a statement. The platform has also worked with Samsung, Vodafone, Prudential and Deutsche Telekom. 

Based in San Francisco, California, the company has offices in India, Indonesia, Germany, and the UK. 

“We liked the zeal of the MoEngage team to work with us and invest in building this relationship,” Arvind Pawar, strategy and innovation head at Tathastu, said. “Their team collaborated with different stakeholders within Future Group to demonstrate how their product could handle our sophisticated use-cases.”

Commenting on what the marketing automation platform brings to Tathastu’s matrix, Raviteja Dodda, CEO and founder of MoEngage, said, “We always strive to enable marketers and help them offer personalised engagement to their users, through a unified analytics and marketing automation platform. This collaboration is a great opportunity for us to showcase our capabilities being utilised in the best way possible.”

Tathastu is focused on modernising consumer interaction by harnessing artificial intelligence and machine learning. The platform is mandated to implement innovative strategies and tools to prepare the Future Group for a digital-driven, mobile-first world. 

The Future Group recently partnered with Palantir Technologies to carry out an analysis of the vast swathes of data the omnichannel retail enterprise collects. 

In an interview with TechCircle, Kishore Biyani said that technologies like AI and machine learning help the Future Group to forecast demand with more precision, source or manufacture products in the most optimum quantity, design stores and plan deployment of relevant merchandise to customers. 

Recent collaborations between retail chains and technology platforms:

• Walmart Labs acqui-hires wholesale trading platform BigTrade and health-tech firm FloCare and employed the teams to Walmart Inc’s customer technology and supply-chain wings
• Apparel retailer Arvind Fashions Ltd collaborated with IoT and blockchain company Nucleus Vision to drive omnichannel engagement
• TCS deployed its AI solution ignio to drive the digital transformation of Canadian retail giant Loblaw