Passion has a way of finding its way back to you, no matter how far you drift. For Suhail Khoury, that passion was performing—dance and magic had taken him around the world, allowing him to live his dream. But when he moved to Dubai, life took a different turn. He stepped into the corporate world, putting his love for performing arts on hold. Still, deep down, he knew something was missing.
Eventually, he decided to return to the stage. Like any artist, he updated his portfolio, put together a polished digital press kit, and sent it to every agency he could find. But instead of opportunities, all he got were disappointing offers or no response at all. It felt like he was just another name lost in a pile of unread emails.
That’s when he had an idea—why wasn’t there a platform where artists like him could connect directly with event organizers? A place where talent wasn’t overlooked? Without hesitation, he called his brother Zaid, and together, they built Soul Artists. What started as a personal frustration turned into a platform that’s changing the game for performers worldwide, making it easier than ever for artists to get discovered and booked.
Let’s delve into the journey of Soul Artists through the interview below!
How do you define the key elements that differentiate a successful e-commerce platform from a traditional retail business?
For Soul Artists, an e-commerce-driven platform for performing artists, the focus should be on global reach, AI-powered personalization, digital marketing, and frictionless transactions to differentiate from traditional artist booking agencies.
What makes this different from a traditional retail business is offering global reach, lower operational costs, data-driven personalization, and scalable digital marketing strategies. Unlike retail stores limited by geography and high overhead costs, e-commerce leverages AI, automation, and logistics flexibility to enhance customer experience, optimize inventory, and streamline transactions. It relies on SEO, paid ads, and social media for customer acquisition while utilizing analytics and CRM tools to drive engagement. While retail offers immediate product access and in-person service, e-commerce excels in convenience, speed, and scalability, making it a powerful model for businesses like Soul Artists, where digital solutions drive artist discovery and bookings globally.
Can you provide an example of a data-driven decision you made that significantly impacted an e-commerce campaign?
A data-driven decision that significantly impacted an e-commerce campaign involved analyzing website traffic and customer behavior to improve conversion rates and ad efficiency. By identifying high drop-off points, cart abandonment reasons, and low-converting yet high-engagement segments (mobile users aged 25-34), we optimized product pages with clearer pricing, urgency tactics, and social proof. We also introduced free shipping thresholds, retargeted high-intent users, and refined ad spend to focus on better-performing audiences. These changes led to a 27% increase in conversions, an 18% drop in ad costs, and a 35% revenue boost from mobile users.
What strategies have you employed to enhance customer engagement throughout the online shopping journey?
To enhance customer engagement throughout the Soul Artists booking journey, we implemented personalized recommendations, AI-driven search filters, and dynamic content to match clients with the perfect artists. Retargeting campaigns, abandoned inquiry follow-ups, and exclusive offers re-engaged potential clients who hadn’t completed a booking. Interactive features like live chat for instant artist inquiries, video previews, and customer reviews built trust and improved decision-making. Additionally, gamified loyalty programs and referral incentives drove repeat bookings. By leveraging data analytics and behavioral tracking, Soul Artists optimized the user experience, ensuring higher engagement, seamless navigation, and increased conversion rates.
How do you prioritize features when developing or improving an e-commerce website, and what metrics guide your decisions?
When developing or improving Soul Artists, we prioritized features based on user demand, conversion impact, and data-driven insights. High-priority features included AI-powered search filters, seamless booking processes, and personalized artist recommendations to enhance user experience. We analyzed key metrics such as conversion rates, session duration, bounce rates, and user heatmaps to identify pain points and optimize the platform. Customer feedback, A/B testing, and engagement analytics guided decisions, ensuring improvements aligned with user needs. By focusing on mobile optimization, fast load times, and retargeting strategies, we enhanced both usability and conversion, driving higher artist bookings and client satisfaction.
Describe a time when you faced a major challenge in an e-commerce project. What was your approach to overcoming it?
A major challenge faced in Soul Artists was optimizing the artist booking process to reduce drop-offs and increase conversions. Data showed that clients often abandoned bookings due to unclear pricing, slow response times, and difficulty finding the right artist. To overcome this, we streamlined the platform by introducing instant price estimates, AI-driven artist recommendations, and a live chat feature for real-time inquiries. Additionally, we implemented automated follow-ups for abandoned inquiries and improved the mobile experience for seamless navigation. These changes led to a significant increase in completed bookings, reduced bounce rates, and higher client satisfaction, reinforcing Soul Artists as a top-tier booking platform.
How do you assess the effectiveness of your marketing strategies in driving conversions and customer retention?
To assess the effectiveness of Soul Artists’ marketing strategies in driving conversions and customer retention, we tracked key metrics such as conversion rates, customer acquisition costs (CAC), return on ad spend (ROAS), and client lifetime value (LTV). We used A/B testing, heatmaps, and behavioral analytics to measure campaign performance and optimize engagement. Retargeting success, email open rates, and repeat booking frequency provided insights into retention efforts. By continuously analyzing data-driven trends, refining ad targeting, and enhancing personalized content, we maximized ROI and strengthened client loyalty.
In your opinion, what are the most critical trends shaping the future of e-commerce, and how should companies adapt to them?
The future of e-commerce will be shaped by AI-driven personalization, frictionless mobile experiences, immersive content (video & AR), and data-powered automation. To stay ahead, we focused on enhancing AI artist recommendations, optimizing mobile booking, integrating real-time engagement (live chat, video previews), and leveraging smart retargeting. Adapting to voice search, social commerce, and blockchain for secure transactions ensured a seamless, future-proof booking experience.
What role does personalization play in your e-commerce strategy, and how do you implement it effectively?
Personalization played a key role in Soul Artists’ e-commerce strategy by matching clients with the perfect artists based on preferences, past bookings, and browsing behavior. We implemented AI-driven recommendations, dynamic search filters, and personalized email follow-ups to enhance user experience. Retargeting campaigns and tailored promotions ensured higher engagement and conversions. This approach not only improved customer satisfaction but also increased booking efficiency and retention.
Can you discuss a successful cross-channel marketing initiative you’ve led and the results it generated for the business?
A successful cross-channel marketing initiative for Soul Artists involved integrating social media ads, email campaigns, SEO-optimized content, and retargeting to drive artist bookings. We launched a multi-platform campaign featuring video testimonials, targeted ads, and personalized email sequences for potential clients. By aligning messaging across channels, we saw a 35% increase in inquiries, a 20% boost in conversions, and improved client engagement.
How do you utilize customer feedback to inform product development and improve the overall shopping experience?
At Soul Artists, we actively utilized customer feedback to refine product development and enhance the booking experience. We gathered insights through post-booking surveys, user reviews, and support inquiries, identifying pain points like search inefficiencies, unclear pricing, and response delays. Based on this feedback, we implemented AI-powered search filters, transparent pricing displays, and automated follow-ups, significantly improving user satisfaction. Continuous A/B testing and sentiment analysis ensured that platform updates aligned with client needs, leading to higher conversions and repeat bookings.
What technologies or tools do you consider essential for optimizing logistics and supply chain management in e-commerce?
Optimizing logistics and supply chain management in the artist booking process required leveraging AI-driven scheduling, automated workflows, and real-time communication tools. Essential technologies included CRM systems for client-artist management, automated booking confirmations, dynamic pricing algorithms, and location-based artist availability tracking. We also utilized chatbots for instant inquiries, payment gateways for seamless transactions, and analytics tools to optimize response times and booking efficiency. These technologies streamlined operations, reduced delays, and improved overall client satisfaction.
How would you approach building a brand community online, and what methods have you found most effective in fostering loyalty among customers?
Building an online brand community focused on engaging content, artist showcases, and interactive social media experiences to foster loyalty. Referral programs, personalized emails, and VIP perks encouraged repeat bookings and deeper client relationships. Community engagement through live Q&As, user-generated content, and exclusive collaborations boosted retention and word-of-mouth growth.
