Reem Mall to be fully digitally enabled

RetailME Bureau

Al Farwaniya Property Developments, behind Abu Dhabi’s $1.2 billion Reem Mall, have revealed how innovative data analytics and the introduction of an integrated 23,000 sqft e-commerce logistics hub will make it a fully digitally enabled smart shopping centre.

Using the latest omnichannel data gathering techniques, analysis and insights generated by big data will be at the heart of this transformation, positively disrupting the regional retail industry and reinventing the experience for retailers and consumers. The innovative approach will allow Reem Mall to deliver superior sales potential, enhanced customer journey and personalised service, based on real-time, actionable insights into shopper behaviours and preferences.

“With digital transformation currently disrupting retail boundaries and on-demand shopping delivered wherever and whenever you want, the days of the traditional shopping mall are over,” said Milat Sayra Berirmen, digital experience manager for Reem Mall. “At Reem Mall, we are leading this transformation by creating a totally new retail concept – the world’s first fully digitally enabled mall, supported by an integrated logistics hub. Through effective data harvesting and connected financial and partnership platforms, we will be able to predict consumer needs and provide uniquely personalised content. In a world where consumers expect any experience to be literally at their fingertips, we are taking this one step further by creating an on-demand connection between customers and retailers.”

The catalyst for this transformation is Reem Mall’s digital strategy, which is based on principles of collaboration, convenience and personalisation. In line with the strategy, Reem Mall will deploy cutting edge solutions that will fuse e-commerce platforms with brick-and-mortar, creating a unique new retail model.

“At Reem Mall, we are committed to revolutionising the retail industry in MENA and beyond,” added Shane Eldstrom, CEO of Al Farwaniya Property Developments. “Our sector is going through a rapid evolution, driven by technology and fundamental changes in customer behaviour. Our industry-defining strategy leverages the full potential of digital products and technologies, supported by a revolutionary 23,000 sqft integrated logistics hub, with capacity to deliver 30,000 parcels per day. This new direction is not only reshaping the way a mall operates, but changing the way customers experience our space in a social, cultural and community context.”

Construction on Reem Mall began in late 2017 and is anticipated to be complete by late 2020.