PowerPoint Presentation

CUSTOMER & BRAND CHALLENGES

BRAND • Deploy completed Brand House across non marketing BU verticals for optimal impact (Carrefour, City Center, Mall of, SHARE, Xsight) and marketing functions (Ski/Snow). CUSTOMER ENGAGEMENT • Adopt the new Marketing Strategy Framework in creating the 2024 Marketing Strategies for key brands and markets starting Q3 planning season. CX • Ensure VOC program KPI s include mail opening rates and survey completion rates, to avoid overlapping communication (marketing + NPS survey emails).

What help is needed, and is intervention required?

QUALITY OF CUSTOMER RECORDS (UAE)

2.16M CUSTOMERS BASED IN UAE CUSTOMER CLASSIFICATION CUSTOMER RECORDS

SOCIO DEMOGRAPHIC

+ MAF TENANTS

+ OUTSIDE MAF

ADDRESSABLE

MAF BUs1

Invisible

57,991

X

X

X

X

X

Bronze



258,638

X

X

X

X

Silver



786,225

X

X

X

X

Gold





486,461

X

X

X

Platinum

31,737







X

X

Diamond

546,992











ADDRESSABLE: GCR customers with valid email or mobile numbers . Dataset: GCR base

SOCIO-DEMOGRAPHIC: GCR customers with date of birth or nationality or ethnicity or gender info available in the databased. Dataset: GCR base MAF BUs1: GCR customers tracked shopping in MAF brands such as Carrefour, Lifestyle brands & VOX Cinemas. Dataset: GCR base + MAF TENANTS: GCR customers tracked shopping within MAF mall in Tenants store (both SHARE & NI considered). Dataset: GCR base + SHARE & NI

+ OUTSIDE MAF: GCR customers tracked via NI shopping outside MAF assets. Dataset: GCR base + NI

A new methodology currently under development to be launched in Q4 that will provide much richer and more granular audience breakdown. Stay tuned!

COMPETITIVE LANDSCAPE AND CONSUMER BEHAVIOUR

RETAIL • Partnerships are rife in the UAE category with Amazon collaborating with Lulu to launch Amazon Fresh (groceries). This partnership is gaining traction as Amazon Fresh represents 50% of the grocery spends in the category- closing in on Carrefour. • In the UAE, along with Carrefour, Lulu Hypermarkets leads media investment in the category, followed closely by eCommerce platforms such as Talabat, Noon and Amazon. SHOPPING MALLS • Dubai Mall is relaunching its VIP lounge this November in partnership with Chalhoub's Elite (VVIP concierge management program). The fully licensed lounge is also getting a new appealing redesign. COMMUNITIES • So far, the value of real estate transactions in UAE grew by 87% on an annual basis, despite the spike in interest rates and property rent increases. LIFESTYLE • Special immersive executions such as Snapchat lenses, TikTok content creator campaigns, partnerships with KOLs, exclusive online promotions/SKUs and in-store activations pegged to digital purchases are on the rise by key players in this category. ENTERTAINMENT • A Lulu Group International entity and Stars Cinema have launched a joint venture to own and operate 22 new cinema screens in four malls across Abu Dhabi and Al Ain. adding to the 76 existing screens currently operated by Star Cinemas. • Cinemas are fighting back with a 20% yoy growth in audiences despite streaming platform efforts (streaming gained tremendously at the expense of theaters during the pandemic).