UK-based toys retailer Early Learning Centre is working with a digital agency to boost sales conversions in the Middle East.

The company has partnered with marketing engagement platform, EngageSciences, to help drive customers into its stores and to build awareness of its special offers, through the use of positive user generated content (UGC) from the brand's customers.

Italy-based United Colors of Benetton is another retailer that will be working with the vendor in Dubai, investigating ways to monitise its social audiences. New technology developed by the agency allows brands to augment the content displayed in social media hubs with call-to-actions that lead users to specific destinations on a website, microsite or storefront.

A leading sports information platform in the Middle East and North Africa (MENA) region, Eurosport Arabia, as well as Choueiri Grouo and modern furniture chain, ID Design, are also clients of EngageSciences.

The digital agency has recently opened a Middle Eastern office based in Dubai's Media City, which will be headed up by regional director MENA, Claudio Esposito-Aiardo.

Richard Jones, CEO of EngageSciences, said: "Claudio and his team will help each business to create an enhanced digital presence while connecting with consumers socially in a much more sophisticated way."

He added that recent client wins, such as Early Learning Centre and Benetton, show how major brands are recognising the importance of delivering interactive marketing experiences.

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