Abu Dhabi's Reem Mall eyes to become world's first fully digitised retail destination

The $1.2bln project to introduce an integrated 23,000-sq-ft e-commerce logistics hub and use innovative data analytics

  
Agility, UPAC, and NREC invest $1.2 billion in Abu Dhabi’s Reem Mall.

Agility, UPAC, and NREC invest $1.2 billion in Abu Dhabi’s Reem Mall.

Agility/ Handout via Thomson Reuters Zawya

UAE-based Al Farwaniya Property Developments has announced plans to transform its $1.2-billion Reem Mall in Abu Dhabi into the world’s first fully digitally-enabled smart shopping centre by introducing an integrated 23,000-sq-ft e-commerce logistics hub and through using innovative data analytics.

Al Farwaniya Property Developments is a joint venture between Kuwait-based groups Agility, Agility affiliate United Projects for Aviation Services (UPAC), and National Real Estate Company (NREC).

The project is located in the Najmat District on Reem Island, the residential and commercial master development of Reem Developers. On completion, Reem Island will boast a population of 200,000 people.

Al Farwaniya Property Developments said using the latest omni-channel data gathering techniques, analysis and insights generated by Big Data would be at the heart of this transformation, positively disrupting the regional retail industry and reinventing the experience for retailers and consumers.

The innovative approach will allow Reem Mall to deliver superior sales potential, enhanced customer journey and personalised service, based on real-time, actionable insights into shopper behaviours and preferences, stated the UAE developer.

These forward-looking insights were unveiled at the 5th Edition of the Retail Leaders Circle Mena Summit taking place in Dubai this week.

“With digital transformation currently disrupting retail boundaries and on-demand shopping delivered wherever and whenever you want, the days of the traditional shopping mall are over,” remarked Milat Sayra Berirmen, the digital experience manager for Reem Mall, during a keynote speech at the summit.

"At Reem Mall, we are leading this transformation by creating a totally new retail concept – the world’s first fully digitally enabled mall, supported by an integrated logistics hub," stated Berirmen.

"Through effective data harvesting and connected financial and partnership platforms, we will be able to predict consumer needs and provide uniquely personalized content. In a world where consumers expect any experience to be literally at their fingertips, we are taking this one step further by creating an on-demand connection between customers and retailers," he added.

The catalyst for this transformation is Reem Mall’s visionary digital strategy, which is based on principles of collaboration, convenience and personalization. In line with the strategy, Reem Mall will deploy cutting edge solutions that will fuse e-commerce platforms with brick and mortar, creating a unique new retail model.

CEO Shane Eldstrom said: "Al Farwaniya Property Development is committed to revolutionising the retail industry in Mena and beyond with the Reem Mall."

"Our sector is going through a rapid evolution, driven by technology and fundamental changes in customer behaviour. Our industry-defining strategy leverages the full potential of digital products and technologies, supported by a revolutionary 23,000-sq-ft integrated logistics hub, with capacity to deliver 30,000 parcels per day," he noted.

"This new direction is not only reshaping the way a mall operates, but changing the way customers experience our space in a social, cultural and community context," he added.-TradeArabia News Service

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