Cheil UAE releases its insights on the trends that will make the retail industry tick in 2013, turning a spotlight on social behaviourism and consumer spending patterns.
Dubai: The global advertising network, Cheil Worldwide has today, 26th March released its latest Shopper and Retail Trends report which focuses upon the UAE. Highlights of the report point towards retail becoming incredibly home-like with brands not selling to consumers anymore but providing a space to relax and enjoy the surroundings. At the same time consumers are seeking ways to pay less but experience more which is providing a platform for coupon and voucher based marketing even in the entry-level luxury market.
The objective of the Shopper and Retail Trend report was to forecast consumer behaviour in 2013 based upon field research in malls, supermarkets, and restaurants and online. It was led by the strategic planning department at Cheil UAE which identified, evaluated and analyzed patterns across the retail landscape in the UAE. The report spanned three months of qualitative research, concluding with ten trends that will shape the retail industry in the next year.
Speaking about the findings, Jinny Ki, Planning Director for Cheil UAE said: "Shoppers in the UAE are in constant motion and are leading the way brands use technology to interact. Except it should be the other way round - retailers and brands need to better understand shopping behaviour in order that they can offer an experience which is not something expected or demanded but something that is surprising. Only then can a brand except to move people into a monetised position."
Highlights and identified trends in the report include:
1. Servitude
Customer service is still an issue amongst shoppers in the UAE and brands that win are brands that can offer instant gratification for a time-conscious consumer
2. New and Improved
The attraction of 'New' has never been so prevalent in marketing, meeting a consumer demand for unique experiences and consistently better or 'new and improved' products.
3. The Bond Effect
Technology and gadgets are enabling retailers to track consumers, provide contextual and location based offers, integrate smart phones with in-store experiences and take the ins-store experience into the living room
4. The Secret Society
Consumers want to feel unique; part of an exclusive club that is not accessible to the 'common people' but only to peers that share a common interest. It means retailers cannot treat shoppers as a target audience but must individualise the shopping experience by creating an air exclusivity.
5. Homey
There is a trend in the UAE to provide consumers a more comfortable and intimate experience, which means not even selling services or products at the traditional points of purchase
6. Virtual Shops
It is 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 sell, via the mobile phone, on the Metro, bus stops and malls - essentially turning these destinations into the new real estate for retail
7. M-Shopper
UAE shoppers are the most advanced in the region when it comes to mobile shopping. Take the Grand Cinema mobile app which has been downloaded 10,000 in the UAE compared to the same app which has only been downloaded 100 times in Lebanon
8. Coupon-Chic
In a country known for its luxury, it is ironic that consumers are demanding more for less. Hence social commerce and even offline vouchers are not just about saving money but a way to acquire a live a more luxurious lifestyle
9. Cash Free
Since 2005 the cash free society has been part of global trend reports. But 2013 is definitely the year that the Middle East consumer will understand the power and perks of their smart phones. This will lead brands and agencies to roll out cashless initiatives.
10. Seasonal Shopper
The UAE is uniquely playing host to a new breed of international shoppers who spent over $153 million on their visa cards in the 1st week of DSF 2013 registering a massive 34%$ growth compared with 2012.
To download a full copy of the report with case studies please visit www.cheil.ae
About Cheil
Cheil Worldwide Inc., is Korea's largest and one of the world's leading marketing communications networks. Established in 1973 with headquarters in Seoul, South Korea, Cheil operates 55 offices in 30 countries with over 4,000 employees. Cheil offers a full portfolio of marketing communications services including advertising, PR, sports marketing, exhibition and display production, and production of large-scale performance events.
Press Release 2013
