Page 44 - Gulf Marketing Review

C A S E S T U D Y

REAL DEAL

7NTR[[J @RVP NTM Regional General Manager, Retail Marketing, Al-Futtaim Group
Real Estate, speaks on the major challenges for the Gulf’s real estate marketers.

ow do you see the real estate market new development, which will form part of the Meanwhile, this is the time to continue invest-
Hpoised in the GCC and the UAE today Jebel Ali Development (JAD) mixed-use master ing, developing and evolving to ensure we are
and assess the future trends? planned community. not only delivering to consumers demands in
The UAE is an incredibly dynamic market that is this market but exceeding their expectations.
constantly evolving. This kind of environment is What are the major challenges for the Gulf’s
a fantastic driver of originality and innovation, real estate marketers? What has been the marketing mantra for
where we are constantly striving to surprise We are working in a challenging climate, which Festival City Malls? How have these initi-
and delight our customers and consistently is highly competitive. This is a challenge we atives worked for the brand?
exceed their expectations. use to be smarter and more innovative through We are dedicated to creating one-of-a-kind
Our focus is on delivering world-class ex- pushing the use of technology to connect with experiences that surprise and delight our
periences for our customers through every our shoppers, retailers, and partners so they visitors. IMAGINE is the perfect example of
touchpoint. We work extremely closely with our have a smooth and successful experience, as this. IMAGINE is a first-of-its-kind multimedia
retailers to ensure we connect their services well as fantastic events with amazing brand spectacular, featuring the latest entertainment
and offerings to our customers and delivering partners, means we are leveraging engaging technology in water, pyrotechnics, lasers, lights
value for them. content for our shoppers. and dramatic effects.
We are looking forward to sharing how we We are focused on delivering the best customer This unique sensory experience, harnesses
are putting that into practice at our forthcoming retail experience in world-class environments. the power of light, water and fire, combined

44 I GULF MARKETING REVIEW I DECEMBER 2017/FEBRUARY 2018