Storebites q1 2012

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June, 2012

Contents
MENA I QUARTER 1 - 2012 I Edition 3

3 First word

5 Industry news

9 POS materials

49 Contributors

First word
Think insightfully
They say that “behind every great man is a woman”. Well I’m certainly not in a Don’t underestimate the power of the retailer. In 2011 the Coca Cola Company
position to make any comment on that. However, with my years of experience in and its subsidiaries posted their annual sales at 46.5 billion, whilst the retail giant
the field of communication, I can tell you this with fair certainty, “Behind every Wal-Mart was over 418 billion. Wal-Mart is so big, that P&G considers the outlet
great advert is an insight”- in fact, a great insight! to be its second largest country in terms of sales.

A few weeks ago, I was approached by a friend to underscore the fundamental My message to you, dear reader, is simple; in order to gain a competitive edge
difference between traditional advertising and shopper marketing. With both of in the ever growing vastness of the retail environment, you have to start thinking
them the approach to developing ideas is entirely different and rooted in with the tri-focal lens and ensure to bring the retailer into your equation. It will help
the “insight”. you customise your message, specific to that retail environment and the type of
shopper that shops there. I guarantee this level of thinking will yield better Return
In traditional advertising, you look for an insight between the brand and the of Investment (ROI) from the shelf, build a stronger relationship with your shoppers
consumer in developing your communication strategy. With shopper marketing, and consequently enhance your brand equity in their minds. That to me is worth
it’s not just about changing the word consumer to shopper. Strategic thinking on the effort. Wouldn’t you agree? In short, don’t miss out on a shoppertunity that’s
any shopper marketing campaign requires a tri-focal lens. This lens looks at three right in front of you!
distinct players; the brand, the shopper and the retailer. Finding a unique insight
for each and then looking for the sweet spot in between is the key to successful
shopper marketing. Sachin Mendonca
Follow me on Twitter @ sachin_mendonca for design,
Many a times, it’s easy to negate the retailer and simply build your in-store idea creative inspiration and random ramblings.
based on the brand and the shopper. This over simplifies things and in essence is
not shopper marketing. Its rather a BTL approach to marketing your brand in-store. About the author:
It works, but it can be much better. Think about Apple versus the BlackBerry store. Creative, extrovert, technicolour, passionate, artistic,
Ask yourself, if you'd speak the same language to both users? You can, but I’ll adventurer, dreamer,
wager that it wouldn’t be the most effective piece of communication you could social anthropologist, brutally honest, quirky, geeky and
have produced. extremely opinionated!!!

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Contents

Industry news I 4

Online shopping
Online shopping behavior revealed that 42% of UAE shoppers accessed the
internet for online shopping in 2011; up from 33% in 2010 and will continue to
grow. In terms of attitudes towards online shopping, 65% of respondents indicated
that they prefer a hotline for enquiries when shopping online. Additionally, 62% of
consumers who shop online said that they tend to read online reviews of products
before purchasing. As a retail hub of the Middle East, companies in the UAE
should take notice and get on board with these trends.
newsroom.mastercard.com/press-releases/online-and-mobile-shopping-on-the-rise-in-the-uae/

Only women at Saudi cosmetics store
Only Saudi women will be allowed to work at cosmetic and perfume shops from
30 June 2012 "Women understand each other, and a saleswoman will know better
what a woman customer may be looking for," said a male retail owner. This follows
after the ruling that lingerie stores only have women employees. Since it has been
implemented, underwear sales have increased in the city by 30 percent.
www.arabianbusiness.com/only-saudi-women-allowed-work-in-cosmetic-shops-from-june-30-456898.html

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Contents

Industry News I 5

Consumer spending habits
As many as 37% of the consumers tend to spend their cash reserves on new clothes
and outdoor entertainment, 33% on new products and technology, and 21% on
home decorations and renovations. About 60% of consumers are looking for ways
to reduce expenses on outdoor entertainment while 41% seek to trim such expenses
over the next 12 months. At the same time, the Consumer Confidence Index
showed that personal finance looks strong a 79% consumers having a positive
outlook currently and for the next 12 months, while 66% feel this is a good time to
buy things they want and need.
4aah.com/consumer-confidence-in-dubai-remains-strong

Lulu's 100th store
Middle East retail giant Lulu is set to open it's 100th store. In the last 3 years, the
company has opened 23 hypermarkets and shopping malls. Lulu's next move,
the Retail Chief said, is to launch its 'webstore' initiative to take advantage of the
growing online shopping trends.
www.arabianbusiness.com/retail-giant-lulu-eyes-100th-store-online-drive-455054.html

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Industry news I 6

Campaign for moms-to-be
The UAE Genetic Diseases Association has arranged for folic acid tablets to be
sold in pharmacies under the brand name Manal, the Arabic word for 'hope',
which is also the name of the campaign. It highlights the importance that pregnant
women should have a good intake of folic acid.

A competition was held amongst universities to design the logo. From this, 3
students made a 30 second movie about the campaign which will be broadcasted
by the national channels in Dubai, Abu Dhabi and Ras Al Khaimah.
www.thenational.ae/news/uae-news/health/baby-protection-campaign-launched

ArabiaShop 2012
ArabiaShop is the Middle East’s largest gathering of retail industry professionals
offering rare knowledge-sharing opportunities and opening up an array of
networking and business development avenues. The event took place in the Dubai
International Convention and Exhibition Centre from 8 to 10 May 2012.
www.arabiashop.ae

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Industry news I 7

E-commerce and grocery
Step aside Carrefour, Lulu and all those other giant retailers who are sitting on millions of dollars and aren't investing in this territory yet.
E-tailing is the future and adopted by several brands and stores across the globe. This ad-man for one believes it will never truly replace
traditional brick and mortar stores. However it has a huge potential for increasing your revenue stream and consequently keeps your brand
top of mind for those eager beavers roaming the internet before making a purchase.

SUPERMART.AE, powered by Edelweisse Supermarket JLT offers shoppers the online facility to browse through a range of grocery items and
instantly make a purchase, which gets delivered to your doorstep within an hour. The experience is as simple as it gets. You don’t even need
your credit card for a transaction, as its cash on delivery. Did I mention there is no minimum payment required? Although, transactions of
lesser than 50 Dirhams, tend to get delivered slower.

After a quick glance at the items offered, they are priced at a premium, but it’s negligible in the grander scheme of things. Plus, you’ll
never have to wait in line or take the time to go to the store and browse through the aisle, till you find what you are looking for. At least it’s
extremely beneficial for those few shoppers like myself, who absolutely detest shopping. Yes, I’m talking about the hordes of young singles
living in the area, that are too busy to take time out of their 'oh-so-busy' schedules to a grocery shop.

Obvious, simple and brilliant for the region. Kudos SUPERMART.AE for being the first to develop such a platform in this category.
The power of grocery shopping, at the tip of your “left click” finger.

Sachin Mendoca

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Industry news I 8

Beautyworld Middle East Convention
Arriving at the end of May, the Beautyworld Middle East Convention will show where beauty is heading. Le 24k Soin d’Or,
designed to rub away the effects of aging uses pure 24k gold as an active ingredient. Also showcasing anti-ageing solutions is
Laboratories Diet Esthetic, with their new range of Es-sence Diamond, .05 carats anti-ageing creams, previously only available to
Hollywood stars. The worth of beauty will be taken to a new level.
www.openpr.com/news/219709/Beautyworld-Middle-East-To-Spotlight-Increased-Demand-For-Anti-ageing-Products.html?SID=8f0e1710ac80a4de23a006a480c13d51

M-commerce on the rise
Worldwide M-commerce (mobile) currently makes up only a very small proportion of online spending (around 5 per cent) and total
retail (no more than 0.5 per cent), but the everyday use of mobiles by consumers as part of the shopping process means its set to
boom. Industry analysts are forecasting that by 2014, 50 per cent of smartphones will ship with NFC technology, essentially allowing
a mobile device to function as a credit card.
www.khaleejtimes.com/kt-article-display-1.asp?xfile=data/internationbusiness/2012/May/internationbusiness_May36.xml&section=internationbusiness

Geant to open 35 new stores in UAE
The Géant Easy supermarket officially opened this month in Khalifa City A. The opening of the convenience store brand within Geant
is the French chain’s sixth in the UAE. Its local franchisee Retail Arabia is planning to open a further of 35 Géant-branded outlets in
the UAE over the next two years.
www.arabianbusiness.com/grocer-g-ant-plans-35-new-stores-in-uae-450845.html

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Contents

POS materials I 9

POS materials (Ratings)
Carrefour Lulu High Frequency Stores Othaim - KSA Borders
• Lindt • Vanish • Pringles • Jewel • Lego
• Snickers • Lipton • Rainbow Moments
• Dettol • Vaseline Kuwait City Centre Union Coop
• Nestle Fitness Cereal • Nivea Hyperpanda • Extra • Air Wick
• Vaseline • Nescafe • Nestle Fitness Cereal • Gum Toothpaste • Pringles
• Galaxy • Kit Kat • Glad
Duty Free Supermarket • Avene • Nestle
• Johnnie Walker 21 Emarat/Enoc • Vaseline • Avene Water Spray
• Blue Label • Pepsi Virgin Megastore
• Absolut Elyx • Galaxy Panda - KSA Axiom • Kinect
• Swarovski Aura • Oxygenizer • B-Cola • Axiom poster • Mini Cooper
• Winston Smoking Lounge • Fairy

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Contents

POS materials I 10

Overview: Corrugated display unit by Fairy with a touch of Olay

Strength: Premium finish. Interesting integration of shelf stoppers in an FSU. Great
Overview: Lindt Easter themed promotional display unit.
stopping power, over all.

Strength:
Weakness: Over-kill on Bunny stoppinga shopper “what are you trying to tell me?”
messaging; as power, with their larger than life flagship Easter chocolate,
strategically positioned around the unit.

Weakness: Although it’s an effective unit, perhaps there’s room for improvement in
Rating: terms of branding for the Lindt Company.

Rating:

Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore

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POS materials I 11

Overview: Snickers island display.
stopping None. over all.
Strenght: power,

Weakness: Over-kill on Ineffective introduction of their own tagline ‘Don’t Stop’. They could have
Weakness: messaging; as a shopper “what are you trying to tell me?”
easily placed this on the shelf strips, instead of the 3 logos and possibly
brought it to life on the header.
Rating:

Rating:


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POS materials I 12


Overview: Dettol island display.

Weakness: Over-kill on Great finish whichshopper a premium you tryingcaught me?”
Strength: messaging; as a gives it “what are feel. We to tell this item displayed
proudly at ArabiaShop 2012

Weakness: Messages at ankle level are unnecessary.
Rating:

Rating:


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POS materials I 13


Overview: Nestle Fitnessall.
stopping power, over Cereal island display.

Weakness: Over-kill on Simple and clean shopper “what are you trying to tell me?”
Strength: messaging; as a unit.

Weakness: Seems like a downplayed version of the Special K 2 weeks challenge

Rating:

Rating:


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POS materials I 14



Weakness: Over-kill on messaging; as a shopper “what are you trying to tell me?”

Rating:

Overview: Vaseline soap island display.

Strength: Excellent stopping power due to its design of the central item and big bold
messaging of 2 in 1.

Weakness: The central item reduces navigation between units.

Rating:


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Contents

POS materials I 15


Overview: Johnnie Walker 21 Limited Edition display unit.
Strength: Great way of incorporating the brand story through the product glorifier.
It's premium unit.
Rating:
Weakness: None

Rating:


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POS materials I 16


Overview: Blue Label Limited Edition promotional area.
Strength: Minimalistic premium finish which communicates exclusivity.

Weakness: None
Rating:

Rating:


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Contents

POS materials I 17




Overview: Absolut Elyx - new variant launch.
Rating:
Strength: Well thought out path of purchase. Absolut Elyx is clearly demarcated on a
shelf which teases the shoppers with a clever out-of-store space usage.

Weakness: None

Rating:


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POS materials I 18




Overview: Swarovski Aura promotional area.
Rating:
Strenths: The look and feel is very reflective of the product benefit i.e. you feel the
fragrance by just looking at the promotional area.

Weakness: Standard display units; nothing new here.

Rating:


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POS materials I 19


Overview: Winston Smoking Lounge
Strength: Well recognised consumer need by grabbing the opportunity
where the competition didn’t.

Rating: Weakness: None

Rating:


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POS materials I 20


Overview: Vanish end cap.
Strength: Intelligent usage of space, by splitting the unit to push its other variants.

Weakness: Missed branding opportunity with no shelf strips.
Rating:

Rating:


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POS materials I 21

Overview: Lipton Sip and Win promotional area

Strength: Great stopping power due to their attractive design.

Weakness: Impractical unit as shoppers couldn’t access the product,
without feeling clumsy.

Rating:


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POS materials I 22

Overview: Vaseline and Fair & Lovely promo area.

Strength: Attractive unit with a very feminine feel.

Weakness: No clear communication of the promotional activity. There wasn't any
indication of ways to enter details to win prizes. The promoter didn’t
help either.

Rating:


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POS materials I 23

Overview: Nivea promotional area.

Strength: Well communicated, easy for shoppers to understand and navigate
through. Above all, excellent idea of utilising the pillar, to augment the
communication. Backlit units also drew the shopper in.

Weakness: None

Rating:


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POS materials I 24

Overview: Nescafe Dolce Gusto in-store launch.

Strength: Great stopping power. Communication of benefits and dominance
throughout the store.

Weakness: The promoter stand was empty which made it difficult for shoppers to
understand how to use the product. Either have the promoter present at all
times or provide shoppers with educational messaging.

Rating:


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POS materials I 25

Overview: Galaxy store presence.

Strength: Dominated the store with branding from the entrance to the actual
chocolate aisle.

Weakness: Missed an opportunity to engage in a conversation with the shopper
throughout their journey.

Rating:


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POS materials I 26

Overview: Pepsi shelf communication

Strength: Cheap, but effective.

Weakness: Messaging seems lost amongst the cans, since the packaging
has the same colors and message.

Rating:


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POS materials I 27

Overview: Galaxy impulse unit

Strength: Brilliant and innovative placement of the unit above the ice cream
refrigerator.

Weakness: Lack of color consistency for the chocolate brand.

Rating:


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Contents

POS materials I 28

Overview: Oxygenizer product glorfier

Strength: Unexpected and surprising placement.

Weakness: None

Rating:


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POS materials I 29

Overview: Pringles impulse unit.

Strength: The design is remeniscent of the packaging itself.

Weakness: None

Rating:


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POS materials I 30

Overview: Rainbow moments display unit.

Strength: Color coded sections, with information about the product and its variants,
make it very functional.

Weakness: Too much messaging. It’s just a candle.

Rating:


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POS materials I 31

Overview: Fitness pallet wrap.

Strength: Excellent use of lamas to augment a simple pallet wrap.

Weakness: None

Rating:


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POS materials I 32

Overview: Vaseline wobbler

Strength: Interesting and disruptive cut out messaging.

Weakness: Too much messaging for a wobbler.

Rating:


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POS materials I 33

Overview: B-Cola refrigerator branding

Strength: Unexpected location for a screen to be placed B-Cola TVC.

Weakness: None

Rating:


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POS materials I 34

Overview: Fairy with a touch of Olay, shelf divider

Strength: None

Weakness: Too cluttered. The unit is mainly meant for navigation.

Rating:


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POS materials I 35

Overview: Jewel Limited Edition Arabian Chocolate, display unit

Strength: None

Weakness: Poorly exploited theme and visual. The unit has a poor finish, observe the
white space on the reverse of the coffee kettle cut out near the header.

Rating:


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POS materials I 36

Overview: Extra dispenser unit

Strength: Very playful and attractive unit, utilizing the product packaging to
bring it to life..

Weakness: None

Rating:


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POS materials I 37

Overview: Gum toothpaste promotional area.

Strength: Eye-catching design utilising the actual shape of the products.

Weakness: Overkill with the oral care steps. It could have been less cluttered.
Also, what’s the link between National Day and oral hygiene?

Rating:


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POS materials I 38

Overview: Kit kat super pallet

Strength: Great use of the brand identity, making the unit hard to miss.
Simple and clean design; easily accessible.

Weakness: None

Rating:


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POS materials I 39

Overview: Avene end cap

Strength: Simple communication through sun icons.

Weakness: Strategic placement of the messaging should be reconsidered.

Rating:


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POS materials I 40

Overview: Avene water spray display unit

Strength: None

Weakness: Lack of branding and communication. Poor placement of unit.

Rating:


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POS materials I 41

Overview: Axiom poster

Strength: Great trial activation by the retailer, allowing shoppers to take mobiles
home for the day, before purchase.

Weakness: None

Rating:


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POS materials I 42

Overview: Lego display unit

Strength: Eye catching 3D cut-outs and great color usage helping the
unit stand out.

Weakness: None

Rating:


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POS materials I 43

Overview: Air Wick display unit

Strength: Great finish giving the unit it a premium look. Probably one of the best
finishes we’ve seen on a temporary display unit this season.

Weakness: LCD screen seems pointless and we could have done without the
ankle level messaging.

Rating:


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POS materials I 44

Overview: Pringles aisle shelf frame

Strength: Hard to miss.

Weakness: They could have utilised this great space to speak to the
shopper and close the deal.

Rating:


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POS materials I 45

Overview: Glad - out of category floor standing unit and floor sticker

Strength: Great placement in the produce section.

Weakness: Floor sticker is a bit plain.

Rating:


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POS materials I 46

Overview: Nestle cereal out of category placement.

Strength: None

Weakness: It's bizarre to place chocolate cereal in the frozen food isle -
frozen vegetables.

Rating:


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POS materials I 47

Overview: Kinect interactive display unit.

Strength: Lighting on the unit made it stand out and inviting to customers.

Weakness: Positioned in front of a gigantic PSP branded wall.

Rating:


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POS materials I 48

Overview: Mini Cooper ambient

Strength: The extremely unexpected placement made this ‘hidden car’ hard to miss.

Weakness: None

Rating:


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Our eyes on the ground
Joanna Samaha
Rupa Antony
Victoria Viray
Rafael Valencia
Mira Hamade
Reham Eldidi
Jillian Stadwick
Ramzi Kiblawi
Jimmy Daaboul The design team
Samir Sayed Victoria Viray
Nader Akram Ermie Uson
Karim Fattal
The store bites team
Sachin Mendonca
Joanna Samaha
Rupa Antony
Nancy Khurana

For contact, suggestions, comments and content ideas:
storebites.MENA@leoburnett.com

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