Brands used to target consumers. But people aren’t consumers any more; they’re in charge.

People want relationships with brands. They want to participate, contribute, share and connect every experience into one, whether it’s on a website, in a shop, through social media or wherever.

The best local brands aren’t just reacting to this. They’re keenly aware the GCC can lead the world in it.

That’s partly because this is the right market. The demographic is extremely young and top global statistics in key factors like smartphone use. But it’s also because of having the right mindset. The desire to innovate drives the region, and there’s little ‘resistance to change’ holding it back. So what are these brands doing? Firstly, they’re seeing themselves as multi-channel. That means the things mentioned above — website, store, social media — are uniting into one ecosystem, built around customers’ expectations and needs.

Once they have this eco-system, brands are seeking to deploy it for competitive advantage. In particular, being first to do something that makes a difference in the public’s mind.

For example, our agency has just launched a new retail environment for one of the region’s leading telecoms brands. This does away with the ‘customer service centre’ feel these places once had. Instead it creates a rich, immersive experience.

Now people can enjoy their time there: interacting with products, exploring things for themselves. For example, there’s a giant interactive wall for investigating products and services.

At the same time, they also receive a smoother service experience than before. For example, you no longer take a number and wait your turn. You register your mobile, carry on shopping elsewhere — and the store sends an SMS when your appointment is imminent.

The solution helps the company meet its needs too. Integrating digital with physical enables them to update and vary offerings, and flex each store to its particular customer base — all at negligible cost.

The result is a connected brand experience that’s a clear first for this region. Already customers are flocking to it, and already the brand is starting to build its future around it.

 

— The writer is ex-CEO of Virgin Atlantic and chairman of StartJG. He will be speaking at the Transform Awards MENA 2014 in Dubai on June 2.