Vol 1 Issue 30
عربيTUESDAY JANUARY 14
Brands must build more and more category entry points to create a high recall value among its target audience.
A recent Muhimma survey conducted among 650 brand executives across Saudi Arabia, indicates that for 65% of the respondents increasing their brand equity to achieve sustained growth is the number one priority in 2025. Although only 28% of those executives felt optimistic about consumer spending. That’s because when brand and business executives receive information about global, local, economic and geopolitical situations, they tend to retain the negative information, filtering out the positive details. In fact, one of the key findings of the study is that customers perceive a brand as part of the retail category it belongs to. Contrary to the popular belief that growing brand awareness will bring in more customers does not hold true in 82% of the cases.
CUSTOMER FIRST APPROACH
Delivering the right customer experience is important to retention and is central to building customer loyalty.
We’ve spent the last 11 years telling the story of coffee farmers, about how they grow coffee sustainably, how they can be paid fairly. We’ve also spent time to develop a fully automated production facility, create packaging to ensure the coffee stays fresh for a longer time. But for a while we overlooked customer experience and decided to plug the gap. We started an initiative in January 2024, launching a box with six different types of coffee that can be brewed easily, even on-the-go. Within two weeks we won a coveted industry award, realising how essential it is to enrich the customer experience. In addition, we also started scaling up the B2B side of our business.”
Osamah Alawwam
Co-Founder, Roasting House
F&B RUILING THE AISLE
Shopping centres are constantly realigning their retail mix, giving more prominence to F&B. This is a continuous practice now.
The F&B category has evolved beyond food and seating, focusing on holistic experiences. Today’s diners seek venues with thoughtful design, from warm lighting that sets the ambiance to ergonomic layouts for privacy or socializing. Technology is key, with wireless charging stations, high-speed Wi-Fi, and smart tables catering to tech-savvy diners and remote workers. For parents, family-friendly features like play areas and kid-friendly zones enhance the experience. Experiential dining, including artistic interiors, thematic settings, and live entertainment, adds a unique identity, encouraging repeat visits. Sustainability is also crucial, with eco-friendly materials and ethical sourcing appealing to conscious consumers. Modern F&B venues must create immersive, multifunctional spaces where customers linger, socialize, work, or relax.”
Fadi Serhal
Country Business Director, One PM Franchising (PRET A MANGER)
The IMAGES RetailME Awards KSA
Jacadi Paris opens a new store in Kingdom Mall, Riyadh. This takes the store count of the brand to 5+ in the region.
WHITES opens a new store in Jeedah recently. Whites was founded in 2008, today it has over 100 stores in over 20 cities in Saudi Arabia with over 1,000 employees.
Asteri Beauty opens its 5th store in Al Rashid Mega Mall in the sacred city of Madinah! The store’s architecture reflects Madinah’s heritage and tranquillity.
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