NTT DATA delivers digital innovation to retail with Syntphony

NTT DATA has launched Syntphony – a comprehensive, full-stack solution for retailers – in the Middle East and Africa as part of our efforts to find innovative new ways to support retailers’ digital capabilities.

According to the 2023 Global Retail Development Index, the Middle East and Africa region is global retailing’s next “hot spot”. It is projected that the total disposable income in these nations will double by 2040, so retailers can expect significant growth.

To help these retailers increase customer engagement and keep pace with changing consumer expectations, we’ve tapping into the global NTT DATA skills network to establish a center of excellence focused wholly on the retail sector.

It’s a strategy that puts into practice our promise of global expertise combined with local skills, which we made during the rebranding of Dimension Data to NTT DATA in April 2024. We’re now offering our clients a richer portfolio of products and services, supported by the local knowledge we’ve gained from doing business in the Middle East and Africa for more than 40 years.

Prioritizing innovation in retail

Our high level of access to the global NTT DATA portfolio means that we can now include Syntphony – a composable platform that comprises an ecosystem of solutions for retail and other industries – in our local offering.

We have supported the global retail sector for more than 24 years, and our solutions have helped retailers to speed up their digital transformation and modernize their operations and business processes.

“NTT DATA is a trusted strategic partner for the retail industry. We already bring together ecommerce, networks, data centers, infrastructure, databases, connectivity solutions and embedded security with enterprise applications and advanced tech like conversational AI,” says Tony Nugent, Retail Practice Manager at NTT DATA in the Middle East and Africa.

“By adding Syntphony as a dedicated retail platform offering, we offer an accelerated route to digital innovation that promises to reduce costs and grow sales, revenue and profitability.”

Spotlight on retail employees

Syntphony’s modular design means deployment costs and time to market are low, while different solutions can be accommodated on the platform as needed. Its key benefits also include omnichannel integration, centralized control and regional customization.

“We elevate customer interactions with this fully integrated platform,” adds Tony. “With integrated customer-loyalty features like gamification and intelligent automation, we ensure rapid implementation with minimal customization.”

The future of retail is increasingly employee-centric, he says, as employee satisfaction is crucial for business success. “So, it’s essential to give them the right tools and create the right conditions in the workplace. Syntphony offers a professional-development platform for continual elearning while also improving the retail experience.”

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Harnessing the power of AI

By using advanced AI technology, including GenAI, Syntphony Conversational AI helps retailers work more efficiently and deliver personalized customer experiences.

“In terms of GenAI, retailers across the board understand that these technologies can have a significant business impact, yet many still struggle to reap the full value,” says Tony.

But, with access to proven advanced natural-language processing and GenAI capabilities supported by experts, “they can deliver hyperpersonalized responses and contextualized support to improve conversion rates and customer satisfaction”.

For example, AI-powered virtual assistants can now be integrated into ecommerce platforms to engage with customers and streamline the buying process.

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Already implemented by many global retailers, Syntphony’s capabilities are having a marked impact.

“As digital trends reshape retail, businesses must capitalize on technology for growth,” says Tony. “Syntphony completes NTT DATA’s retail solution, putting consumers at the center to drive revenue growth and brand loyalty.”