Are shoppers changing the way retailers operate? Or are retailers driving the change in the shopper behaviour patterns? Why are malls getting bigger while the consumer attention span is shortening? What has more power – convenience or sensorial experience? Why is Middle-eastern retail landscape so unique? To find answers to these questions and more just read on Cheil's Trends Spring 2014: Shopper Powers.

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2014
Cheil
SHOPPER
POWERS!
!
Trends!
Spring 2014!
!
Middle East
1

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2014
Cheil
INTRO…
Are shoppers changing the way retailers operate? Or are retailers
driving the change in the shopper behaviour patterns? Why are malls
getting bigger while the consumer attention span is shortening? What
has more power – convenience or sensorial experience? To find
answers to these questions and more read Trends Spring 2014: Shopper
Powers.
At Cheil UAE, our observation skills, trendspotting & 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 2014 collection of trends.
For previous Trend Reports please log on to http://www.slideshare.net/Cheil Worldwide_UAE

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Cheil
Omni-what?
#01
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2014
Cheil

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2014
Cheil
Just like Shopper Marketing was a mysteriously new term a few years
ago, OMNI-CHANNELING is a new buzzword slowly penetrating the lives
of shoppers and challenging their habits. Omni-channel approach lets
consumers experience the brand and enjoy same benefits and offers
across all channels, whether it’s a brick-and-mortar or mobile store. It
will allow shoppers to seamlessly move across channels by giving them
total power to decide where, how and when they want to shop. In no time
will digitally-savvy and convenience-hungry shoppers get used to the new
paradigm.
#01
Example: The first signs of omni-channel approach in the Middle East are real-time
chats and tweets with customer service staff, offered by some online retail
channels. Other signs to watch out for are: online shopping in store, click and
collect service, buy online return offline, in-store experience recreated online.
Omni-what?

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2014
Cheil
Windows
of Dreams
#02
Macy’s window, early 20th century Ⓒ
2014
Cheil

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2014
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Store windows were traditionally used to attractively display
merchandise. But not any more. Using high and low technologies pioneer
retailers will be trying more and more to interact with shoppers’ senses
through SIGHT, SOUND AND MOTION. Becoming windows to the world of
dreams, store windows leverage on the shoppers’ shortening attention
span and provide a momentarily escape snapping them out of the
autopilot mode. The power of dreams is becoming a winning factor in
switching shoppers from “I need” to “I want”.
#02 Windows of Dreams
Example:
Bloomingdale’s created a series of windows
with magical theatrical vignettes activated by
the passers-by placing their hands on the
window that said: “Put your hands here”.
Hollister replaced the windows with enormous
screens streaming a view of an ocean, virtually
teleporting shoppers to a beach and into the
right mindset before they come in and shop for
surfing gear.

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2014
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#03Malls
Without Walls
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2014
Cheil

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2014
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While Amazon will mark its 20th anniversary next year and numerous
US malls are being torn down or converted to community premises, it’s
only been a year since UAE’s first online shopping mall Tejuri.com went
live. The new era of MALL CULTURE EVOLUTION has begun. Online
stores existed before, however, the new-born online malls provide
shopping experience that in many aspects surpasses their online or
brick-and-mortar brothers. Shoppers are seriously weighing up the
sensory pleasures of buying “stuff” against all the inconveniences of
physical shopping. SMOOTH CONVENIENCE is king, with “cash on
delivery” giving it a local twist.
Example: Research conducted by Tejuri revealed
that the online shopping industry across the GCC
was worth US$3.2 bn in 2010. But almost $2.2bn
of that was going to websites outside the region.
So Tejuri.com opened its virtual doors in March
2013 and in the first 9 months attracted over 1
million customers.
#03 Malls without Walls
Source:TheNational

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2014
Cheil
`
#04Future
Starts
With ‘F’
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2014
Cheil

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2014
Cheil
Shopping seems no longer enough of a reason to go to shopping centers.
Now it’s all about FUN, FOOD, FILMS, FAMILY & FRIENDS (and
sometimes even FITNESS)! Jones Lang LaSalle experts believe that as a
result of e-commerce, “stores will get bigger and become more like
adventure parks that appeal to all of your emotions”. Middles Eastern
malls are leading the change by re-aligning their value proposition. The
mall of the future is no longer a shopping center but a leisure destination
that turns a shopping trip into a day out with family or friends. Shoppers
are seeking new experiences, entertainment, relaxation and customer
service that pampers them.
#04
Example : The super-regional mega Yas Mall
will open in 2014 in Abu Dhabi. Its direct
connection with Ferrari World will make it one
of the world’s largest entertainment, leisure
and retail destinations. Hosting 400 retail and
F&B outlets, 20 state-of-the-art cinema screens
and a family entertainment zone it will offer a
new and unique experience.
Future Starts with ‘F’
Source:AldarProperties,YasMalldeveloper

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2014
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#05We Are
Neighbours
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2014
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2014
Cheil
While malls are turning into leisure destinations, convenience stores are
stepping up to fill the gap created in the NEIGHBOURHOOD SHOPPING.
Home delivery, private label glossy food magazines, enhanced freshness
offering, expanded assortment of local farm produce (e.g. purple
cauliflower from Abu Dhabi) are enhancing the sense of community
within a convenient environment. Those who still have a longing for the
old-time bakeries and local butcher’s will be happy to see the return of
customer intimacy and have more occasions to meet and greet a
neighbour over a shopping basket.
Example: Majid Al Futtaim has launched My
City Centre, a new neighbourhood retail
concept focused on offering a mix of practical
and lifestyle-oriented stores for residents in
local communities. The stores will cater to a
variety of immediate, daily needs from
grocery shopping to banking and dining.
#05 We Are Neighbours
Source:Emirates24/7

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#06Evocative &
Aspirational
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2014
Cheil

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2014
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Once prompted by recession, the idea of concept stores has found its
niche in some parts of the Arab world where wealthy customers have
been identified as an “under-served market segment”. In a blink, the
trend has spread, from perfumes to cupcakes. With the help of retail
designers, boutiques are turning into mini galleries that tell a bespoke
story with colours, textures, shapes, art pieces, and memorabilia.
Evocative and aspirational environment not only glorifies the products
but provides an aesthetic treat to the shoppers’ senses. Shoppers enjoy
the artistic expression and uncluttered space, love the pampering
experience and find it easier to justify the purchase.
#06 Evocative & Aspirational
Example: TimeArt is a concept store opened
recently in Abu Dhabi. Distinctly individual
TimeArt houses only the finest of designer
brands such as Aigner, Cerruti, Diesel, Just
Cavalli, Karl Lagerfeld, Police, Marc Jacobs,
and Michael Kors, to name a few. The
management are planning to open 20+ stores
by 2015.
Source:GulfConnoisseur

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2014
Cheil
Choose
Your
Reward
#07
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2014
Cheil

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2014
Cheil
Over the past few years wallets have been painfully growing in size but
sadly not because of the increase in disposable income. It’s the loyalty
cards that have been taking up all the space. Luckily, a totally new
rewards approach is in town. On the understanding that not everyone
needs air miles, it gives shoppers the freedom to choose the type of
rewards they want and the way they earn them. Customers are showing
a great interest in this new type of loyalty programmes having the
freedom to redeem rewards they know will enjoy the most - from hotel
stays to hypermarket vouchers.
#07
Example: ADCB bank offers its credit card
holders to redeem points in 8 lifestyle
categories with 272 retail partners from
bowling to jewelry.
Office Depot rewards its members for buying,
connecting and recycling.
Choose Your Reward

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2014
Cheil
Mars & Venus
Go Shopping
#08
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2014
Cheil

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2014
Cheil
According to Lakeside Shopping Centre (UK) research, men spend 26
hours per year waiting for their partners outside changing rooms. No
wonder they don’t like shopping together. Then, all those bright lights,
stuffy air, shopping bags… In the Middle East a man feels a bit better - he
is not even allowed to come close to a ladies’ fitting room to give thumbs
up on his partner’s new outfit. And in some countries there are no fitting
rooms altogether. But the growing power of retail-tainment and openness
to new products and retail concepts foster the increase in bonding time
spent while shopping. Let’s wait and see what will be next thing to prompt
the opposite sexes enjoy retail therapy together.
Example : This shop sells only to couples and it might be
coming to UAE soon! A 32-year-old mother-of-three, the
owner of the first sex shop in the GCC is planning to
expand her controversial business this year. She has
signed a 3-year lease for a 2nd location for her Khadija
Fashion House in Bahrain and says she’s also been
approached by investors from Lebanon, Dubai and
Qatar. The demand is strong – she receives 20 to 30
shipments a month. The products are sold only to
genuine couples.
Source:AlArabiyaNews
#08Mars & Venus Go Shopping

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2014
Cheil
ABOUT CHEIL
Cheil is Korea’s largest and one of the world’s leading advertising groups.
Established in 1973 with headquarters in Seoul, Cheil operates 54 offices in
43 countries around the globe and about 4,900 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 people, move products, move brands,
and move the world.

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2014
Cheil
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,
log on to www.cheil.ae
or contact: olga.k@cheil.com.