Building A Customer-Centric Fragrance Journey

The fragrance market in MENA has always been under the spotlight and now it is undergoing an evolution, driven by sustainability, personalisation, and technological innovation. Ajmal Perfumes, a brand that has established a leading position in the industry through key factors such as superior quality and constant innovation rules the curve by fusing legacy with a modern touch. In conversation with RetailME, Abdulla Ajmal, CEO, Ajmal Group sheds light on what’s on the cards for the brand in 2025 and the key metrics determining growth in the fragrance market.

Kickstarting the conversation, he says, “Our products consistently surpass those of our competitors in terms of quality, positioning us as a premium choice in the market. We prioritise creativity and originality, introducing new fragrances, unique concepts, and compelling narratives behind each product. Our approach to fragrance development aligns with international standards, often exceeding them.”

Ajmal’s Untold Stories: Refining Industry Standards through Customer Centricity

The linchpin of Ajmal’s commitment to innovate is the consumer, whose preferences and expectations change over time.  This encourages the brand to take an agile strategy, anticipating consumer behaviour and market changes through intensive research.  

Highlighting how Ajmal taps into consumer preferences, Abdulla says, “We not only pay attention to local consumer habits and preferences but also track global trends influencing purchasing decisions. These range from sustainability and packaging innovation to colour trends and fashion influences.”

As a market leader, being at the forefront of trends enables Ajmal to respond, influence, and establish industry standards. Ajmal’s latest collection, The Untold Stories, is a testament to its commitment to innovation and exceptional craftsmanship. The collection consists of five perfumes crafted by globally acclaimed perfumers, symbolising their journey through a sensory experience. At Ajmal, every campaign serves as a launchpad for the next phase of unwavering innovation.

“Moving forward, Ajmal will continue to blend heritage with innovation, curating unique experiences that resonate with our audiences. We have more groundbreaking campaigns in the loop driven by a commitment to quality as we redefine the future of perfumery,” says Abdulla.

Global Learnings: Tailoring Products for Diverse Markets

For Ajmal, customer centricity is a result of retail learnings through global expansion. The brand recognises that consumer preferences showcase regional variations wherein an American consumer may have different expectations than a Japanese consumer.

“At this juncture, the challenge is to develop products that cater to a truly global audience. This leads to one of our key advantages – unlike many other brands, we are also manufacturers, which allows us to create products tailored to diverse and specific markets,” says Abdulla.

Ajmal’s sustains its competitive edge through insights gained upon extensive research and industry knowledge. It studies successful brands and leading houses that prioritise regular market research to stay adept with evolving consumer tastes. “We differentiate ourselves from luxury brands, which often need to create products with universal appeal, requiring substantial marketing investments. Our focus is on perfecting the product itself, ensuring it meets the precise needs of the consumer. Instead of relying heavily on marketing budgets, we trust in the quality of our offerings, allowing satisfied customers to become our most powerful brand ambassadors through word-of-mouth recommendations,” Abdulla elaborates.

Future Forecast

Looking ahead, Ajmal balances quantitative and qualitative metrics as indicators of growth. For the brand, financial performance remains a critical factor alongside customer experience, mystery shopping insights, and continuous research. On the one hand, this leads to measurable success; on the other hand, it builds long-term brand loyalty and consumer satisfaction.

“Growth isn’t just about expanding the number of shops but ensuring that each touchpoint with customers meets a high standard. Achieving progress across multiple parameters three times in a year is a remarkable feat, and setting a benchmark of 80-85% across all service aspects is a strong goal that ensures sustained improvement,” stresses Abdulla.

He adds, “This year we aim to elevate every aspect of our business alongside surpassing the previous year’s performance. We are committed to increasing footfall, enhancing our service standards, and, most importantly, improving our conversion rates that reflect stronger customer engagement and brand loyalty.”

On the brand loyalty front, Ajmal’s loyalty program remains the largest in the region within the fragrance category. Currently, 65% of its higher ABB (Average Bill Value) sales come from loyal customers. Ajmal aims to expand this further, ensuring that every customer visit results in a meaningful and rewarding experience.

At Ajmal, success in retail goes beyond transactions—it’s about building meaningful, long-lasting relationships with consumers. By consistently staying relevant and fostering deeper connections, the brand aims to remain committed to driving sustainable growth and cultivating customer loyalty.