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.

2. THE MALL-CULTURE IN DUBAI
DINING
MOVIES
WORKOUT
2

3. SHOPPERS’ PROFILE
 Locals
 Tourists
 Expats
3

4. SHOPPING EXPERIENCE
How do shoppers in Dubai decide which mall to visit?
Which
mall
should I
go to?
Ambiance
Physical
Infrastructure
ConvenienceSafety
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
4

5. COMPETITIVE LANDSCAPE
MALL OF THE
EMIRATES
THE DUBAI
MALL
DEIRA CITY
CENTRE
MIRDIFF CITY
CENTRE
INCEPTION 2005 2008 1995 2010
DEVELOPER
Majid Al
Futtaim Properties
EMAAR 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 Community
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
5

6. 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
6

7. SHOPPING EXPERIENCE AT MALL OF THE EMIRATES
Problems with the mobile app – As reported by the users
7

8. 8

9. SOCIAL MEDIA INTEGRATION
Give 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
9

10. INTERFACE RE-DISIGN
How can its interface be changed/ improved:
• Make navigation easier – by category
It would make the app more user friendly
10

11. 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
11

12. 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
12
Using Geo-fencing Location Based Services

13. 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
13

14. ANALYTICS
It 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.
14

15. 15

16. 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
16
Brand
ambassadors
inside the mall
to “spread the
word”
Youtube
teaser
video
Advertise
on the
App

17. 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
17

18. HERE ARE A FEW IDEAS!
18
Guess , blindfolded, which of
the TWO flavors of Baskin
Robins is Strawberry
How many stores have the
letter "W" in their name?

19. 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
19

20. 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
20

21. GET IN TOUCH
21
Rida Zubairi
Idea Engineer
Rida.Zubairi@ephlux.com
www.ephluxinsights.com
Umair Khan
Director Application Services
Umair.Khan@ephlux.com
Babar Khan
Chief Marketing Officer
Babar.Khan@ephlux.com
For more information on promoting the event, its execution and post-event hype, please
contact: