Agency: FP7/DXB Dubai
Country: Middle East & North Africa
The most pertinent question being asked around retail circles is: "will brick and mortar retail survive?"
Industry watchers and analysts have raised this question and debated endlessly at almost every retail-focused congregation or online article. But, the necessary question is what do consumers want and how do retail brands win them in today's world full of choices?
In the race to temporarily gain share of wallet, retail brands have forgotten the importance of share-of-heart and winning respect.
In the Middle East, owing to a challenging socio-economic environment, the retail category is getting more competitive, with every brand losing focus on what people want, hence losing focus on building equity and affinity; instead, ending up playing the price-offs and discounts game.