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THE MALL-CULTURE IN DUBAI
DINING
MOVIES
WORKOUT
2
SHOPPERS’ PROFILE
 Locals
 Tourists
 Expats
3
SHOPPING EXPERIENCE
How do shoppers in Dubai decide which mall to visit?
Which
mall
should I
go to?
Ambiance
Physical
Infr...
COMPETITIVE LANDSCAPE
MALL OF THE
EMIRATES
THE DUBAI
MALL
DEIRA CITY
CENTRE
MIRDIFF CITY
CENTRE
INCEPTION 2005 2008 1995 2...
SHOPPING EXPERIENCE AT MALL OF THE EMIRATES
Brilliant architecture
Family friendly
Ultimate leisure, entertainment and sho...
SHOPPING EXPERIENCE AT MALL OF THE EMIRATES
Problems with the mobile app – As reported by the users
7
8
SOCIAL MEDIA INTEGRATION
Give the visitors an option to register through their social media profiles
• Every “deal” that a...
INTERFACE RE-DISIGN
How can its interface be changed/ improved:
• Make navigation easier – by category
It would make the a...
RE-DESIGN THE SEARCH OPTION
• Give users the option to find stores, concessions, and
more with a mobile mall searchable di...
MALL MAP INTEGRATION
Enhance Shoppers’ experience
• Ease of navigation – won’t “get lost” anymore
Retailers’ benefits
• In...
INCENTIVIZE LOYAL CUSTOMERS
“Loyalty Card” embedded inside the App
 Eliminate the concept of a physical “card” altogether...
ANALYTICS
It will give the mall-management an opportunity to track the following details:
• Shoppers’ profiles
• Shopping ...
15
THE IDEA
• Weekend activity – when there is
greater footfall
• Set up cameras inside the mall to
capture the activity
• Ob...
HOW IT WORKS
Take retailers
on board
• Incentive: this
game will
effectively direct
traffic to their
outlet
• Allow a one-...
HERE ARE A FEW IDEAS!
18
Guess , blindfolded, which of
the TWO flavors of Baskin
Robins is Strawberry
How many stores have...
WINNER ANNOUNCEMENT
Gain additional revenue with in-app sponsorship
opportunities
• E.g. the whole event could be sponsore...
OUTCOMES
More traffic will be directed towards the Mall
of Emirates
It engages customers in a non-shopping
activity
Which ...
GET IN TOUCH
21
Rida Zubairi
Idea Engineer
Rida.Zubairi@ephlux.com
www.ephluxinsights.com
Umair Khan
Director Application ...
Augmenting Customer Experience: How can Shopping Malls enhance their visitors' retail & in-mall experience
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Augmenting Customer Experience: How can Shopping Malls enhance their visitors' retail & in-mall experience

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The prevalence of "mall-culture" within the UAE has brought with it a number of opportunities, whereby the management of one shopping mall can adopt a number of strategies to differentiate itself from the rest.

Here is how Mall of the Emirates (by Majid Al Futtaim Group) can engage its visitors in a recreational activity which is very likely to generate product trial, and ultimately sales conversion.

Published in: Services, Business, Travel
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Augmenting Customer Experience: How can Shopping Malls enhance their visitors' retail & in-mall experience

  1. 1. THE MALL-CULTURE IN DUBAI DINING MOVIES WORKOUT 2
  2. 2. SHOPPERS’ PROFILE  Locals  Tourists  Expats 3
  3. 3. SHOPPING EXPERIENCE How do shoppers in Dubai decide which mall to visit? Which mall should I go to? Ambiance Physical Infrastructure ConvenienceSafety Marketing Focus Research says, out of these five factors, “Marketing Focus” is what motivates a visitor the most to choose one mall over another. This factor includes: • Promotional Events being held inside the mall • Mall Façade & its outlook • Tenant-Mix or the variety & number of retail outlets 4
  4. 4. COMPETITIVE LANDSCAPE MALL OF THE EMIRATES THE DUBAI MALL DEIRA CITY CENTRE MIRDIFF CITY CENTRE INCEPTION 2005 2008 1995 2010 DEVELOPER Majid Al Futtaim Properties EMAAR Group Majid Al Futtaim Properties Majid Al Futtaim Properties LOCATION Al-Bashra District Doha Road Port Saeed Mirdiff RETAIL OUTLETS 520+ 1200+ 370+ 465+ FOOD OUTLETS 90+ 160+ 60+ 80+ MAIN ATTRACTIONS • Magic Planet • 14-screen VOX Cinemas • Ski Dubai • Dubai Community Theatre and Arts Centre (DUCTAC) • Connected to the Dubai Metro • Dubai Aquarium • Underwater Zoo • Dancing fountain • Ice Rink • Kidzania • SEGA Republic • Reel Cinemas (22-screen Cineplex) • Magic Planet • Bowling City • 11-screen VOX Cinemas • Playnation • iFLY Dubai • 10-screen VOX Cinemas • Soccer Circus Dubai and Team Zone • Little Explorers • Yalla! Bowling • Magic Planet • Sky Trail • Aquaplay 5
  5. 5. SHOPPING EXPERIENCE AT MALL OF THE EMIRATES Brilliant architecture Family friendly Ultimate leisure, entertainment and shopping resort Everything under one-roof BUT… It’s easy to get lost! And customer experience is ruined by the non-user friendly mobile app 6
  6. 6. SHOPPING EXPERIENCE AT MALL OF THE EMIRATES Problems with the mobile app – As reported by the users 7
  7. 7. 8
  8. 8. SOCIAL MEDIA INTEGRATION Give the visitors an option to register through their social media profiles • Every “deal” that appears to them, will be customized to their profile (only girls will see the deals and offers by Victoria Secrets, and the Hang-Ten deals will appear first to the youngsters) Stay connected with social media integration • Users will be able to share their shopping experience on their social media, USING the app – this will help in promoting the mall itself! … Or “Register” with brief details 9
  9. 9. INTERFACE RE-DISIGN How can its interface be changed/ improved: • Make navigation easier – by category It would make the app more user friendly 10
  10. 10. RE-DESIGN THE SEARCH OPTION • Give users the option to find stores, concessions, and more with a mobile mall searchable directory • Post & regularly update the retail directory • Include the list of “food outlets” • Record the ‘Search History’ so that relevant/ related content is displayed on top, the next time the app is used 11
  11. 11. MALL MAP INTEGRATION Enhance Shoppers’ experience • Ease of navigation – won’t “get lost” anymore Retailers’ benefits • Interactive maps to guide customers to your store Mall management benefits • Location marking – No traffic at the physical ‘map’ • No need for the hard-copy directory (just place a hologram QR code at the counter for the visitors to scan) which leads them to the app itself Place the hologram at all mall-entrances 12 Using Geo-fencing Location Based Services
  12. 12. INCENTIVIZE LOYAL CUSTOMERS “Loyalty Card” embedded inside the App  Eliminate the concept of a physical “card” altogether How it works:  Give every visitor a unique QR Code within their app which will carry ALL the info that the ‘card’ is supposed to hold  At the same time, give all retailers a QR Code reader as a replacement of a card-swiper 13
  13. 13. ANALYTICS It will give the mall-management an opportunity to track the following details: • Shoppers’ profiles • Shopping frequency • Footfall / Traffic / Busiest hours • Outlets generating most activity • Etc. 14
  14. 14. 15
  15. 15. THE IDEA • Weekend activity – when there is greater footfall • Set up cameras inside the mall to capture the activity • Objective: Engage the audience from being visitors to customers to LOYAL customer 16 Brand ambassadors inside the mall to “spread the word” Youtube teaser video Advertise on the App
  16. 16. HOW IT WORKS Take retailers on board • Incentive: this game will effectively direct traffic to their outlet • Allow a one- month-free-trial then charge retailers as a part of the revenue model Hide clues with the retailers • Create clues / activities around the retailers’ products to generate “trial” GO! • Make a grand “announcement” at the beginning of the game and set the “teams” off to different outlets as a starting point. • At each outlet, they must “log” their activities in the mobile app using QR Codes which are unique to each activity 17
  17. 17. HERE ARE A FEW IDEAS! 18 Guess , blindfolded, which of the TWO flavors of Baskin Robins is Strawberry How many stores have the letter "W" in their name?
  18. 18. WINNER ANNOUNCEMENT Gain additional revenue with in-app sponsorship opportunities • E.g. the whole event could be sponsored by Adidas and therefore be called the “Adidas Scavenger Hunt” • OR, only the winning prize could be sponsored by Levis, therefore giving them a prime coverage to their brand on the face of the app ---> Feature the winner on the Mobile App for the whole week, to give more people an incentive to participate 19
  19. 19. OUTCOMES More traffic will be directed towards the Mall of Emirates It engages customers in a non-shopping activity Which has the potential to result in greater sales-conversions Augmented customers’ experience 20
  20. 20. GET IN TOUCH 21 Rida Zubairi Idea Engineer Rida.Zubairi@ephlux.com www.ephluxinsights.com Umair Khan Director Application Services Umair.Khan@ephlux.com Babar Khan Chief Marketing Officer Babar.Khan@ephlux.com For more information on promoting the event, its execution and post-event hype, please contact:

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