Brands must realise real shopper needs

You will recall last year how Emirates Palace in Abu Dhabi erected the most expensive Christmas tree in the world, with 181 diamonds adorning its branches. Other hotels ushered in the festivities with lighting ceremonies of their own trees, albeit with cheaper alternatives. So, the festive period does have an established space in the UAE social and retail calendar. As a consequence, brands are looking for ways to benefit from the spike in consumer spending at this time, just as they do during Eid.

But just as Eid and Diwali, Christmas is a time for togetherness and giving. Of course, this means buying is on the increase, but this presents a better opportunity to emotionally engage with customers for long-term loyalty.

This means retailers and brands have to focus upon the medium and messaging, considering the dynamics of a multi-cultural community. And this is where it gets interesting, because Christmas in the UAE is naturally understated as a result. There is not as much of the overkill of clichéd imagery and brands, and retailers are forced to engage in a more intelligent conversation, perhaps with messages that address the key aspects of the expat's pre-Christmas concerns.

Outside comfort zone

For example, how can shoppers re-create the Christmas atmosphere within the sanctuary of their own home? How can retailers educate shoppers who are outside their comfort zone? Men may visit a ladies' clothing store, whilst women might have to visit the hardware store to buy everything for their family's Christmas lists.

So, what are brands doing to inspire and educate the shoppers? And, how are UAE retailers allowing shoppers to feel festive and helping them create the appropriate atmosphere at home, without alienating other customers?

What the retail industry needs to do is to overcome these and other such barriers to a purchase and ensure shopper revenues stay in the UAE. We could do more to help the shopper make the right choice, especially considering how many of them can be made to break from their routines.

Brands are under real-time scrutiny, with shoppers now in control and with the power to influence mass behaviour. So brands need to speak with customers online as much as they do in-store. This holiday season in the UAE will probably illustrate the changing dynamics of marketing in the ‘New Age of the Shopper' like never before. Which means it's critical to know who you are speaking with online because browsers expect personalised and tailored communication. This means a bigger commitment towards observing behaviour and understanding the underlying reasons behind it, and possibly a heavier investment into market research. All of which would result in a campaign based on insight, rather than sweeping statements and assumptions.

Overcoming barriers

And so coming back to my earlier point, in terms of understanding real shopper need in the build-up to the holiday season in the UAE, I believe it is about practicality. Generating a feeling of festive spirit may well be part of overcoming a particular barrier and encouraging spend. But, the overriding communication needs to provide a shopper with ideas for enjoying Christmas within surroundings in which they are comfortable.

I've noticed Zara Home is a great example right now. Its windows are adorned with seasonal connotations which are relevant to any shopper as a consequence of the cooling weather. But once in-store, the tables are laid out with accessories, crockery and cutlery for the most lavish of Christmas dinners. No advertising is needed and no Christmas tree is in sight. The simple use of red and the abundance of candles attracts and inspires the festive shopper to begin dreaming of the perfect Christmas dinner and how to re-create that warm feeling in their own home. It also gives ideas to those customers not cooking a turkey on December 25.

So, understanding holiday season shoppers and activating insight with targeted ideas is smart business for brands and retailers. Put simply — positive emotions equal happy shoppers. And the more positive the emotional reaction, the more likely it is that connections will be established, shopping time increased and incremental sales generated.

The writer is the managing director for Saatchi and Saatchi X.