Page 43 - Gulf Marketing Review

C - S U I T E

t=QN N`\ZJ ^N XNZ LNV\ ?ã= Sometimes, the customers pay the full retail better understand their customers and adapt
WV T]`]Za PWWM[ _RTT UJSN R\ price of the original watch in the grey market their strategies and tactics to better reach them.
UWZN N`XNV[R^N OWZ [QWXXNZ[ not knowing that some of the basic movements
?ã= ZNUJRV[ W]Z KRPPN[\ have previously been replaced with replica And what is your biggest marketing allocation
LQJTTNVPN OWZ #u parts; they only find out when the watch is in terms of budget?
taken for service. We always advise our clients Our biggest ad spend segment still goes in
not to take the risk and buy something without print as we strongly believe in the effectiveness
That is why we focus a lot on customer service knowing the source of the watch, and to work of traditional media campaign. Next comes
and continuously work to enhance it to deliver closely with government authorities and the outdoor and then digital campaigns.
the best products and service to our customers. police anti-counterfeit department to keep a
check on these practices. What are your opportunities and challenges
Can you describe any challenges you are It is always advisable to buy from an au- do you think for 2018?
facing right now, and how has your market- thorised dealer to make sure that the watch is Many of the retailers, such as we, are not very
ing strategy been targeted towards these authentic, legal, under warranty and has not much familiar with the VAT, the new tax regime
challenges? been tampered with. being introduced in the UAE from this year.
Dubai is a hub and a centre-point for regional The fact that it’s something retailers haven’t
watch collectors and as a result we see a lot How do you expect 2018 to unfold? experienced before, retailers really want to
of watches coming here from all around the We anticipate that digital marketing, including see the impact of VAT on their business.
world. We have had feedback from people who online, social and video, are going to remain This is especially the case with the luxury retail
had bought watches from the grey market not crucial to marketers as we move into 2018. segment, as the extra five percent VAT on luxury
knowing that it has been stolen and has resulted We also anticipate an increase in investment goods will make it more expensive for shoppers.
in it being confiscated by the local authorities. in CRM systems, as they enable marketers to So VAT remains our biggest challenge for 2018.

DECEMBER 2017/FEBRUARY 2018 I GULF MARKETING REVIEW I 43