By Rohma Sadaqat
Khaleej Times, Dubai, United Arab Emirates
WWR Article Summary (tl;dr) How can you attract and retain customers in retail? That was a question tackled by some of the world’s most successful brands at the recent “World Retail Congress” in Dubai.
Traditional retail formulae that focus on the sale of different products in a store simply aren’t enough to attract and retain customers in today’s increasingly digitized world, experts at the 11th edition of The World Retail Congress pointed out.
What is necessary is providing customers with an experience that they will never forget and one which they will share with others, the experts said.
The three-day event is being held under the patronage of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, and brings together global retail leaders and industry experts to identify key areas of growth and the technological tools of the future.
Speaking at a panel discussion titled ‘A new era of experiential retailing: Beyond the selling of stuff’, Jo Malone, founder of Jo Malone and Jo Loves, shared her insights on how creating special experiences for customers are critical for businesses.
“I believe that retail should be all about entertainment, theatre and circus; this is the heartbeat of every single brand,” she said. “I decided that my brand would be about everything that I loved and I would pass it on. What we need to do is create that moment where customers say they will never forget an experience for as long as they live.”
“You don’t have to be the biggest brand; you don’t have to have the biggest budget; but you do have to think creatively. The three ingredients that you need to carry through are passion, resilience and creativity. You need to have the passion to tell your story; you need to have the resilience of an entrepreneur to turn something around if it is not working for you; and lastly, you need to have the creativity of an artist to make a lasting impression,” she said.