SHOPPER & RETAIL TRENDS 126.96.36.199 1 Andreas Gurky’s 99 cent II, Diptychsold, 1st photograph to sell for more than $3 million
INTRO…What will make the world tick in 2013? What will the consumer do in 2013?What is the forecast of trends in the near future? Planners and intelligencedepartments do their share of the job and thousands of reports everywhereare evaluating, analyzing, studying and demonstrating the crucial trends ofthe coming year…At Cheil UAE, our observation skills, trend-spotting & pattern recognitionare “MADE IN THE REGION”. From different global and local research tosupermarket visits, café ear-dropping, social behaviourism and practicallyanything that showcases or hints to any new pattern being built, we develop our MEA 2013 collection of trends.For previous Trend Reports please log on to hDp://www.slideshare.net/Cheil_Worldwide_UAE
#01Servitude Customer “Service” has never been so literal. Servitude is what brandsare turning to facing a busy consumer, more demanding, and deﬁnitelymore time-conscious looking for instant gratiﬁcation. Brands that wantsome loyalty or do any “selling” with the Master consumer need toprovide the level of Service their new Master is expecting. Example: Red Tomato in Dubai has reached the level of servitude needed: The VIP Fridge Magnet has a ‘direct line to the pizzeria. Customer pushes the button, triggers a connection to the Internet via Bluetooth on a smartphone and shortly afterward, gets his Pizza delivered, literally: on demand!
#02New & Improved The attraction of the “New” has never been more present. The famous“Prosumers” of last decade evolved into a new specie of consumerslooking for the NEW in products, services or even experience. How toamaze this “ConNEWmers”? How to make him act or react? Sameformula, same product same retail space, just change one ingredientand you have a completely new formula inducing a new consumerexperience. Example: The “Dubai 24 Hours” Initiative, a non-stop shopping experience for people visiting Dubai during Eid 2012 . Participating Malls made history by opening for 24 hours during weekend. A ﬁrst of its kind initiative that created a lot of interest among retailers and shoppers: residents and tourists alike, wanted to try this new experience.
#03 effect The BondThe world of espionage has captured consumers’ imagination for the past ﬁfty years, and James Bond was the main reason! What makes Bond so popular: Technology! And all those gadgets.. Imagine a service that picks up your location, a map to track your way, an MI6 style mobile visual search.. Good news: Any digital savvy brand can make any smartphone user live & feel the excitement of the 007 effect!! Example : Durex has chosen Dubai as the 1st city to sell a service that picks up your location via a mobile app to deliver condoms within the hour. After ` downloading Durexs SOS App, user can order condoms. Delivery man will arrive, dressed as a pizza guy, tourist, police.. A racy experience for smartphone user!
#04 Society The Secret Consumer wants to feel unique, the product should be exclusive butthe experience should also be avant-premiere. Most importantly hedoesn’t want to feel he’s our “target market”. His individuality makeshim want exclusive events with people from his own tribe, sharing onemajor interest: where common people are not invited, or even bettercommon people haven’t even heard about it! Example : On 27.4.12 Sole Dxb invited all sneakerheads to the only Sneaker Festival in the ME for an exclusive sale in Al Quoz. Private invites sent to very exclusive people via Facebook only. Tiger Translate party (with grafﬁti artists from around the world) did the same private sale event on 24th Jan in Dubai.
#05 HomeyRetail goes homey! The new trend to create a homey vibe in-storeserves two purposes: giving customers a more comfortable outingexperience and the second one is offering a more intimateexperience with the brand. Brands are not telling the consumer“Come and Buy” anymore, Brands are sending the message of “Relax& Enjoy”, just spend time with the brand. Example: The Pavillion in downtown, the Archive café in Safa park, the Shelter in al Quoz… just to name few of those new places offering costumers a homey experience with a library of books in various languages offering readers the chance to relax, enjoy the scenery while customers eat, drink and consume, feeling right at home.
#06Shops Virtual Grand Prix Winner at Cannes the Tesco virtual Store by CheilWorldwide was probably one of the most talked about pieces of work inadvertising, but it also opened the eyes of the world about howconsumers and technology are transforming shopping. From Korea, toMelbourne, Chile to Santiago, Virtual stores ﬂourished in Singapore,New York, Carrefour France, Peapod Chicago. Soon in a Bus stop nearyou?! Example: When we know "CONVIENCE” is one of the big reasons for virtual shops success, it’s only a matter of time in a busy city like Dubai where service and delivery is so competitive, for Supermarkets, beauty products or restaurants to invade the Metro walls, Bus stops, Malls.. with virtual stores!
#07M-Shopper While online shopping is growing increasingly popular in the region*(42% in UAE), a new fast growing category (12%in the UAE) is turningto Mobile shopping: apps (27%), airline tickets (21%) and movie tickets(16%) are the top 3 categories purchased by consumers in the UAEthrough their mobile phones. Convenience & efﬁciency are the 2 mainreasons why consumers are more and more turning into mobileshoppers. Example : UAE consumers are the most advanced in the region when it comes to M- shopping: Take the Grand Cinema Mobile App, it has been downloaded 10,000+ (which is a very good number for a local App), compared f.e. to the same Grand Cinema App in lebanon which has only been downloaded 100+ .. *According to the results of a recent MasterCard survey 2013
#08 Coupon-Chic How ironic is it: you want to go to luxury places and live the most indulging experience but still by acting like the smart consumer that you are, PAYING LESS TO EXPERIENCE MORE! Smart consumers take pride in ﬁnding THE best luxurious deals in town. Social commerce like Groupon, Cobone.. and even ofﬂine vouchers aren’t just about saving money anymore: it’s about Luxury for Less. We say why not?• Example: Entertainer Dubai gave consumers a series of voucher books from all different categories offering consumers the best offers in town. You pay for the Fine Dining coupon book 395 AED and you’ll be able to enjoy a buy-1-get-1 free offer in the most exclusive restaurants. In brief: You pay to pay less to enjoy more.. Got the deal?
#09Ca$h-free I can see… I can see a cash-free future in front of me.. Since 2005 the cash-free society has been shyly appearing in global trend reports. But 2013 is deﬁnitely the year that Middle East consumers will understand the power and perks of their little smart phones. Brands and agencies will actively roll out their cashless initiatives, and the Arabic consumer more than anyone will instantly adopt the convenience of mobile payments. Example : Dubai commuters could be paying for their Metro trips with their phones by end of 2013. It will start with Source: UAE telecom giant, du public transport . Metro, ferry and bus users will be able to take advantage of the top tech “by the end of the year” - while paying for your taxi with a touch of your mobile will be possible “next year”.
#10 Shopper Seasonal A new breed of International Shoppers have appeared. Looking for thebest deals, the greatest offers & the experience that comes with it, thoseshoppers travel to the land of opportunities, land of sales during speciﬁcseasons and events . With the calendar of events on its list (DSF, DSS,Gitex..) there’s no wonder Dubai has taken over as the world’s 3rdranked airport for international passenger numbers, in the globalrankings. Example : UAE International visitors spent over $153 M on their Visa cards in the 1st week of DSF 2013, registering a massive 34% growth compared to 2012. Statistics also revealed that cardholders from Russia, UK and Saudi were top spenders during that week, contributing Source: Visa more than $33 m, $13 m & $9.3 m respectively.
ABOUT CHEILCheil worldwide is Korea’s largest and one of the world’s leading advertisinggroups. Established in 1973 with headquarters in Seoul, Cheil operates 55ofﬁces in 30 countries around the globe and about 4,000 employees.Operating in Dubai since 2006, Cheil UAE is an integrated communicationagency producing creative and added value solutions for its clients through“ideas that move” - Ideas that move consumers, brands metrics, products.
www.cheil.ae To ﬁnd out more about our “ideas that move” or more info on our trendspotting & strategic tools and how it can help move your business, please contact: email@example.com or firstname.lastname@example.org Jh/june2012/cheilUAE Jh/jan 2013/cheilUAE