Retail & Shopper Trends in the Middle East


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Retail & Shopper Trends in the Middle East

  1. 1. SHOPPER  &   RETAIL  TRENDS   1   Andreas Gurky’s 99 cent II, Diptychsold, 1st photograph to sell for more than $3 million
  2. 2. 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 intelligence departments do their share of the job and thousands of reports everywhere are evaluating, analyzing, studying and demonstrating the crucial trends of the coming year… At Cheil UAE, our observation skills, trend-spotting & pattern recognition are “MADE IN THE REGION”. From different global and local research to supermarket visits, café ear-dropping, social behaviourism and practically anything 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://  
  3. 3. #01 Servitude
  4. 4. #01 Servitude   Customer “Service” has never been so literal. Servitude is what brands are turning to facing a busy consumer, more demanding, and definitely more time-conscious looking for instant gratification. Brands that want some loyalty or do any “selling” with the Master consumer need to provide 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!
  5. 5. #02 New & Improved  
  6. 6. #02 New & Improved   The attraction of the “New” has never been more present. The famous “Prosumers” of last decade evolved into a new specie of consumers looking for the NEW in products, services or even experience. How to amaze this “ConNEWmers”? How to make him act or react? Same formula, same product same retail space, just change one ingredient and you have a completely new formula inducing a new consumer experience.   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.
  7. 7. #03 The Bond Effect  
  8. 8. #03 effect   The Bond The 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 Durex's SOS App, user can order condoms. Delivery man will arrive, dressed as a pizza guy, tourist, police.. A racy experience for smartphone user! `  
  9. 9. #04 The Secret `   Society  
  10. 10. #04 Society   The Secret  Consumer wants to feel unique, the product should be exclusive but the experience should also be avant-premiere. Most importantly he doesn’t want to feel he’s our “target market”. His individuality makes him want exclusive events with people from his own tribe, sharing one major interest: where common people are not invited, or even better common 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.
  11. 11. #05 Homey
  12. 12. #05   Homey Retail goes homey! The new trend to create a homey vibe in-store serves two purposes: giving customers a more comfortable outing experience and the second one is offering a more intimate experience 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.
  13. 13. #06 Virtual Shops
  14. 14. #06Shops   Virtual  Grand Prix Winner at Cannes the Tesco virtual Store by Cheil Worldwide was probably one of the most talked about pieces of work in advertising, but it also opened the eyes of the world about how consumers and technology are transforming shopping. From Korea, to Melbourne, Chile to Santiago, Virtual stores flourished in Singapore, New York, Carrefour France, Peapod Chicago. Soon in a Bus stop near you?! 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!
  15. 15. #07 M-Shopper
  16. 16. #07 M-Shopper    While  online shopping is growing increasingly popular in the region* (42% in UAE), a new fast growing category (12%in the UAE) is turning to Mobile shopping: apps (27%), airline tickets (21%) and movie tickets (16%) are the top 3 categories purchased by consumers in the UAE through their mobile phones. Convenience & efficiency are the 2 main reasons why consumers are more and more turning into mobile shoppers. 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
  17. 17. #08 Coupon- chic
  18. 18. #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?
  19. 19. #09 CA$H- FREE  
  20. 20. #09 Ca$h-free   Example : Dubai commuters could be paying for their Metro trips with their phones by end of 2013. It will start with 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”. Source: UAE telecom giant, du 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.
  21. 21. #10 Seasonal Shopper  
  22. 22. #10 Shopper   Seasonal  A new breed of International Shoppers have appeared. Looking for the best deals, the greatest offers & the experience that comes with it, those shoppers travel to the land of opportunities, land of sales during specific seasons 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 3rd ranked airport for international passenger numbers, in the global rankings. 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 more than $33 m, $13 m & $9.3 m respectively. Source: Visa Example : UAE International visitors
  23. 23. ABOUT CHEIL Cheil worldwide is Korea’s largest and one of the world’s leading advertising groups. Established in 1973 with headquarters in Seoul, Cheil operates 55 offices in 30 countries around the globe and about 4,000 employees. Operating in Dubai since 2006, Cheil UAE is an integrated communication agency producing creative and added value solutions for its clients through “ideas that move” - Ideas that move consumers, brands metrics, products.
  24. 24. 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: or Jh/june2012/cheilUAE   Jh/jan  2013/cheilUAE