1   Andreas Gurky’s 99 cent II, Diptychsold, 1st photograph to sell for more than $3 million

SHOPPER  &  

2.0.1.3  RETAIL  TRENDS    

INTRO… What will make the world tick in 2013? What will the consumer do in 2013? What is the forecast of trends in the near future? Planners and intelligence departments do their share of the job and thousands of reports everywhere are evaluating, analyzing, studying and demonstrating the crucial trends of the coming year…

At Cheil UAE, our observation skills, trend-spotting & 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 2013 collection of trends.

For  previous  Trend  Reports  please  log  on  to  hDp://www.slideshare.net/Cheil_Worldwide_UAE  

Servitude #01

Customer “Service” has never been so literal. Servitude is what brands are turning to facing a busy consumer, more demanding, and definitely more time-conscious looking for instant gratification. Brands that want some loyalty or do any “selling” with the Master consumer need to provide the level of Service their new Master is expecting.

#01 Servitude  

Example: Red Tomato in Dubai has reached the level of servitude needed: The VIP Fridge Magnet has a ‘direct line' to the pizzeria. Customer pushes the button, triggers a connection to the Internet via Bluetooth on a smartphone and shortly afterward, gets his Pizza delivered, literally: on demand!

New & Improved  #02

The attraction of the “New” has never been more present. The famous “Prosumers” of last decade evolved into a new specie of consumers looking for the NEW in products, services or even experience. How to amaze this “ConNEWmers”? How to make him act or react? Same formula, same product same retail space, just change one ingredient and you have a completely new formula inducing a new consumer experience.  

#02 New & Improved  

Example: The “Dubai 24 Hours” Initiative, a non-stop shopping experience for people visiting Dubai during Eid 2012 . Participating Malls made history by opening for 24 hours during weekend. A first of its kind initiative that created a lot of interest among retailers and shoppers: residents and tourists alike, wanted to try this new experience.

#03 The Bond Effect  

The world of espionage has captured consumers’ imagination for the past fifty years, and James Bond was the main reason! What makes Bond so popular: Technology! And all those gadgets.. Imagine a service that picks up your location, a map to track your way, an MI6 style mobile visual search.. Good news: Any digital savvy brand can make any smartphone user live & feel the excitement of the 007 effect!!

The Bond effect  `  

Example : Durex has chosen Dubai as the 1st city to sell a service that picks up your location via a mobile app to deliver condoms within the hour. After downloading Durex's SOS App, user can order condoms. Delivery man will arrive, dressed as a pizza guy, tourist, police.. A racy experience for smartphone user!

#03

`  #04 The Secret Society  

 Consumer wants to feel unique, the product should be exclusive but the experience should also be avant-premiere. Most importantly he doesn’t want to feel he’s our “target market”. His individuality makes him want exclusive events with people from his own tribe, sharing one major interest: where common people are not invited, or even better common people haven’t even heard about it!

#04 The Secret Society  

Example : On 27.4.12 Sole Dxb invited all sneakerheads to the only Sneaker Festival in the ME for an exclusive sale in Al Quoz. Private invites sent to very exclusive people via Facebook only. Tiger Translate party (with graffiti artists from around the world) did the same private sale event on 24th Jan in Dubai.

#05 Homey

Retail goes homey! The new trend to create a homey vibe in-store serves two purposes: giving customers a more comfortable outing experience and the second one is offering a more intimate experience with the brand. Brands are not telling the consumer “Come and Buy” anymore, Brands are sending the message of “Relax & Enjoy”, just spend time with the brand.

Homey  

Example: The Pavillion in downtown, the Archive café in Safa park, the Shelter in al Quoz… just to name few of those new places offering costumers a homey experience with a library of books in various languages offering readers the chance to relax, enjoy the scenery while customers eat, drink and consume, feeling right at home.

#05

Virtual Shops #06

Virtual Shops  #06  Grand Prix Winner at Cannes the Tesco virtual Store by Cheil Worldwide was probably one of the most talked about pieces of work in advertising, but it also opened the eyes of the world about how consumers and technology are transforming shopping. From Korea, to Melbourne, Chile to Santiago, Virtual stores flourished in Singapore, New York, Carrefour France, Peapod Chicago. Soon in a Bus stop near you?!

Example: When we know "CONVIENCE” is one of the big reasons for virtual shops success, it’s 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 invade the Metro walls, Bus stops, Malls.. with virtual stores!

#07 M-Shopper

 While  online shopping is growing increasingly popular in the region* (42% in UAE), a new fast growing category (12%in the UAE) is turning to Mobile shopping: apps (27%), airline tickets (21%) and movie tickets (16%) are the top 3 categories purchased by consumers in the UAE through their mobile phones. Convenience & efficiency are the 2 main reasons why consumers are more and more turning into mobile shoppers.

#07 M-Shopper  

Example : UAE consumers are the most advanced in the region when it comes to M- shopping: Take the Grand Cinema Mobile App, it has been downloaded 10,000+ (which is a very good number for a local App), compared f.e. to the same Grand Cinema App in lebanon which has only been downloaded 100+ ..

*According to the results of a recent MasterCard survey 2013

#08 Coupon- chic

How ironic is it: you want to go to luxury places and live the most indulging experience but still by acting like the smart consumer that you are, PAYING LESS TO EXPERIENCE MORE! Smart consumers take pride in finding THE best luxurious deals in town. Social commerce like Groupon, Cobone.. and even offline vouchers aren’t just about saving money anymore: it’s about Luxury for Less. We say why not?

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#08 Coupon-Chic  

Example:  Entertainer Dubai gave consumers a series of voucher books from all different categories offering consumers the best offers in town. You pay for the Fine Dining coupon book 395 AED and you’ll be able to enjoy a buy-1-get-1 free offer in the most exclusive restaurants. In brief: You pay to pay less to enjoy more.. Got the deal?

CA$H- FREE  

#09

I can see… I can see a cash-free future in front of me.. Since 2005 the cash-free society has been shyly appearing in global trend reports. But 2013 is definitely the year that Middle East consumers will understand the power and perks of their little smart phones. Brands and agencies will actively roll out their cashless initiatives, and the Arabic consumer more than anyone will instantly adopt the convenience of mobile payments.

#09 Ca$h-free  

Example : Dubai commuters could be paying for their Metro trips with their phones by end of 2013. It will start with public transport . Metro, ferry and bus users will be able to take advantage of the top tech “by the end of the year” - while paying for your taxi with a touch of your mobile will be possible “next year”.

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Seasonal Shopper  #10

 A new breed of International Shoppers have appeared. Looking for the best deals, the greatest offers & the experience that comes with it, those shoppers travel to the land of opportunities, land of sales during specific seasons and events . With the calendar of events on its list (DSF, DSS, Gitex..) there’s no wonder Dubai has taken over as the world’s 3rd ranked airport for international passenger numbers, in the global rankings.

Seasonal Shopper  

Example : UAE International visitors spent over $153 M on their Visa cards in the 1st week of DSF 2013, registering a massive 34% growth compared to 2012. Statistics also revealed that cardholders from Russia, UK and Saudi were top spenders during that week, contributing more than $33 m, $13 m & $9.3 m respectively. S

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#10

ABOUT CHEIL

Cheil worldwide is Korea’s largest and one of the world’s leading advertising groups. Established in 1973 with headquarters in Seoul, Cheil operates 55 offices in 30 countries around the globe and about 4,000 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 consumers, brands metrics, products.

www.cheil.ae

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, please contact: seongjin.ki@cheil.com

or joumana.hage@cheil.com

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