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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.
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AUGMEN
TING
CUSTOM
ER
EXPER
IENCE
– IN
MALL
S
HOW C
AN MALL
OF
THE E
MIRAT
ES BETT
ER ENGAGE IT
S
VISIT
ORS
EPHLU
X INSIG
HTS
18
J UN
E 2
01
4
THE MALL-CULTURE IN DUBAI
SHOPPING
WINDOW
SHOPPING
DINING
MOVIES
ENTERTAINMENT
RECREATION
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 Infrastructur
e
Convenience Safety
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
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COMPETITIVE LANDSCAPEMALL OF THE
EMIRATES THE DUBAI
MALLDEIRA CITY
CENTREMIRDIFF CITY
CENTRE
INCEPTION 2005 2008 1995 2010
DEVELOPER Majid Al
Futtaim PropertiesEMAAR 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 Communi
ty 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
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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
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SHOPPING EXPERIENCE AT MALL OF THE EMIRATES
Problems with the mobile app – As reported by the users
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LETS
IMPR
OVE THE
CUSTOMER E
XPERIE
NCE!
AN
D G
I VE
TH
E M
oE
MO
BI L
E A
PP
A M
AK
E- O
VE
R!
8
SOCIAL MEDIA INTEGRATIONGive 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
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INTERFACE RE-DISIGNHow can its interface be changed/
improved:
• Make navigation easier – by category It would make the app more user friendly
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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
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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
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Using Geo-fencing Location Based Services
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
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ANALYTICSIt 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.
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SCAVENGERS H
UNT
TH
E A
MA
ZI N
G R
AC
E –
IN
TH
E M
AL
L!
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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
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Brand ambassadors inside the
mall to “spread the
word”
Youtube
teaser video
Advertise on the
App
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
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Here are a few
ideas!
HERE ARE A FEW IDEAS!
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Take (and log in the app) a
picture wearing Ray ban
sunglasses
Guess , blindfolded, which of the TWO flavors of
Baskin Robins is Strawberry
Pose as a mannequin at
the Debenhams’ window,
wearing one of their items
Find and take a picture with a sales-man named BOB
Take a picture with the poster of the movie that’s playing in VOX Cinema Screen-5 at 9:45 pm tonight
How many stores have the letter "W" in their name?
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
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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
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GET IN TOUCH
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Rida ZubairiIdea Engineer
www.ephluxinsights.com
Umair KhanDirector Application
Babar KhanChief Marketing Officer [email protected]
For more information on promoting the event, its execution and post-event hype, please contact:
