Al Fozan (NICE) -marketing strategy - compatibility mode

United Homeware Company UHC
Activation Proposal
July, 2018

Communication Strategy
• Push/Pull Planning
• Media Portfolio Management
Brand Acceleration
• Step 1: Brand Compass
• Step 2: Current Brand Direction
• Step 3: Driving Idea Proposition
• Step 4: New Brand Direction
Brand Acceleration Overview
The Approach
Moving Forward
Market Overview
Objectives Slide 4
Slide 5
Slide 8
Slide 9
Slide 10
Slide 11
Slide 58
Proposed Creative Communication
AGENDA
Proposed Activation Ideas
Slide 63
Further Recommendations
• CRM Retail System
• Catalogues/Brochures
• Flyadeal Unconventional Touchpoint
Slide 111
Q&A
Slide 135
Slide 141
References Slide 142
Copyright & Confidentiality Notice Slide 143

Objectives
In the Middle of the Cluttered Homeware & Home Accessories Sector
in Saudi Arabia, United Homeware Company UHC - NICE looks at
the Opportunity of conducting Engaging Activities to achieve the
following:
Primarily “Short Term”:
- Increase the Footfall Traffic In Stores & Boost Summer Period
Traffic (Jul, Aug, Sept).
- Increase the Value of the Shopping Basket
Secondary “Long Term”:
- Build Brand Equity
Achieving the above Objectives while Establishing an Emotional
Bond between NICE and its Customers.

Market Overview
The GCC in General and Saudi Arabia in Specific is in transition as it has
experienced and is still undergoing significant changes due to Global Economic
Conditions, Oil Price Fluctuations, Political Events, and most recently the
Introduction of VAT which has Affected Consumer Behavior, Consumption
Patterns and the Retail Landscape.
In navigating through this change, it is imperative for the market players to stay
ahead of the curve and ensure that their Business Model is Ready to Compete in
the market place in order to Win the Hearts and Carts of the consumers and
continue to grow.
According to Nielsen’s Shopper Trends study, 65% of Saudi consumers have felt
the pinch of inflationary pressure and 87% of the consumers regularly buy
different brands because of promotions. This has led to the Rise in Bargain
Hunting and consumers are seen to be increasingly less brand-loyal.
“Shoppers in Saudi are Economizing, Prioritizing essentials while Rationalizing on
luxuries
It is as well very important to note that the Digital Space in the Market provides
another Good Platform for Businesses to better understand and reach consumers,
given the High Internet and Smartphone Penetration in the Market, which is one
of the highest in the world.”

Market Overview
P.S We made sure to provide the Data in the charts split
to show the Volume of Homeware Category by itself.

Moving Forward…
Everyone wants more Shoppers, more High-Value
customers, and more Profit.
In order to build a successful retail selling strategy and
a successful Strategic Path to Drive Traffic into your
stores, you’ll need to understand how to Engage a
Stranger, how to Build Rapport and get someone to
Trust you, how to present the Value Over the Price of
your merchandise, how to close the sale and how to
Follow-Up so customers become raving fans and
Repeat Visitors.
The key with implementing a Successful Strategy is not
just to understand it, but actually commit to use it with
each and every shopper, hence a Positive Consistency.

The Approach
To tackle the Case on hand, we shall be applying the Brand Acceleration
Approach.
What is Brand Acceleration Approach?
Brand Acceleration is a XPRESS Strategic Tool placed into effect to map the
Brand Strategy to be followed
Brand Acceleration Three Step Process:
− Step 1 : Brand Compass, Diagnostic of the Audience, the Category,
Touch Points and Brand Characteristics
− Step 2 : Current/New Brand Direction, Define the Current Brand Stature
in the Market and suggested Future Direction
− Step 3 : Driving Idea, define the Brand Proposition to help take the brand
from the Current Direction to the future one.

Brand Acceleration Overview
Brand
Compass
Current
Brand
Direction
New Brand
Direction
Driving Idea
(Proposition)

Brand Acceleration - Step 1
Brand
Compass

People Category
Touch Points Brand
• Equity
• POD
• POP
• Character
• Properties
• Social (Consumers/Shoppers)
• Professional
• Accelerators
• Decelerators
• UHC - NICE
• Homeware Category Competitors

People
• Social (consumers)
− Saudi Lady Looking to Express herself at her home.
− Customers who are looking for an Exclusive and Better Shopping Experience.
− Mostly Married Saudi Women on a Middle Age Range of 30 yrs and are in the ABC1
SEC Scale.
− Female Consumers who are looking for a winning Bargain
• Professional
− Looking for a One Stop Destination for all the needs of the home.
− Interested in brand contribution … through finding a wide & deep range of products to
accommodate all tastes.
− Appreciate their life style and don’t compromise on quality and taste, still keeping in
sight an affordable product.

Brand Acceleration - step 1
People
Consumer Definition
• Males and females,
with a ratio of 1:4
(26%M / 74%F)
• 78% are Saudis
20% are Arab Expats
2% Asians.
• Price sensitive with
no compromise on
Quality and always
looking for a winning
bargain.
• Unique Product to
place in my home is
a personal choice not
a collective one - i.e.
“Me” brands not “We”
brands

I really Enjoy to
accompany my wife
throughout her
shopping
experience at NICE
homeware Stores.
I Like to Shop at NICE
for “A” Quality products
at “C” Level Prices; I
Love the Value for
Money I am getting at
NICE Store.
I would be grateful to
have found an outlet
like NICE, where I
can find all my
homeware needs
and shop at ease.
People Tone of Voice
Everytime my wife
buys decorative
items from NICE, I
love our Home
more and more.

Category
• Accelerators
− UHC NICE is the 2nd pillar under Al Fozan Retail Division after Extra.
− Identity Uniqueness that Reflects in the Store Building Shape / CI Look & Feel
− Stand alone and In Mall Presence (Proximity Satisfaction for Shoppers).
− NICE is a mass merchandising retailer targeting different household segments.
− NICE is a 100% local idea and brand with an international look and feel, which
makes it 100% Saudi.
− Wide Range of Different Homeware selections.(Variety)
− Collections of Unique and Customized items to meet the Taste of the Shopper
− One Size that fits all Needs
− Affordable Prices with Maintaining Quality.

Category
• Decelerators
− Presence is limited Eastern & Central Regions only, with no presence in Western Region.
− The current communication of NICE does not reflect the Real Image and Positioning of the
Feel and Look of the Stores. (The Difference in your Touch / ‫ا‬‫ﻟ‬‫ﻔ‬‫ر‬‫ق‬‫ﺑ‬‫ﻠ‬‫ﻣ‬‫ﺳ‬‫ﺗ‬‫ك‬ ).
− Brand Equity and Image directly related to Discounts and Promotions.
− No Proper Positioning and Degraded Brand Image through continuous Price Discount
Communication.
− Lack of Communication on what is Nice Offering in terms of Product Range (catalogues,
flyers, mailing lists, mass emails…etc)
− Competitors have complete Home Solutions in their showrooms (from Furniture to accessories
to home appliances…etc)
− Competitors have their own Private Labeling of Brands such as Home Plaza, Zara Home,
IKEA…etc.
− Massive and continuous communications from competitors such as Home Plaza and IKEA…..
− Week / Poor Digital Communication in terms of Advertising and social media platforms.
− Cluttered retail environment and confused target audiences across the full sector.

Brand
EQUITY
Your Local Destination for an International Wide Assortment of
Economical, Practical & Elegant Homeware that fits any Style or
Budget.
-100% Saudi with international feel & standards
-Exclusive Collections – Trend Setters.
-Complete Themed Collections.
-Customization by Seasonality. -Proximity – Culture Friendly
-Bigger Stores & Wider Variety by segment , Satisfying all Tastes
-One Stop Shop
-Affordable -Shop for Bargain –Cost for Quality
-Homeware Items Selection -Mix & Match
-No Private Labeling -A reliable Product Quality
Saudi Personality with International Experience, Stylish,
Young & Culture Friendly.
POD
POP
Character

Touch Points
• UHC - NICE
− Social Media Campaigns: (All clear Theme, New Bundles Theme, Back to School,
Oh Dear Theme, Three Day Sale…etc)
− Megacoms (Khobar & Dammam)
− Lamposts (Al Hassa & Qatif )
− Cooking Workshop (Khobar & Riyadh)
• Homeware Category Competitors
− Aggressive marketing for different brands, mainly BTL, Social Media, Magazine & Newspaper Ads as
well as Outdoor.
− Creative is very much on par for all brands, Family oriented & Price oriented … very little differentiation
to help secure stand out, today achieved through frequency and portfolio marketing
− Strap lines of competitors :
q IKEA: Make Everyday Brighter ----- The Wonderful Everyday.
q Home Center: Life Style.
q Hazzaz: NO CLEAR COMMUNICATION MESSAGE
q SACO: Better Home, Better Living ----- Everything for Everyone.

IKEA
P.S. Above Visuals are from International Campaigns, just to make a point and show Style & Direction of
communication conducted by IKEA. Keeping in mind that the Visuals are basically prepared in International
Kitchen and they Adapt and Re-apply for Saudi Market.

IKEA
Make Everyday Brighter
The Wonderful Everyday
Where Life Happens

Saco
Everything For Everyone
Better Home Better Living

Hazzaz
We are aware that Hazzaz is acquiring a percentage of Market Share from the Category,
however we can not consider him as a Benchmark to build upon.

NICE
The Difference in Your Touch
‫ا‬‫ﻟ‬‫ﻔ‬‫ر‬‫ق‬‫ﺑ‬‫ﻠ‬‫ﻣ‬‫ﺳ‬‫ﺗ‬‫ك‬

Current
Brand
Direction

Cheap,
Affordable and
Promotion
Oriented Brand

Cheap, Affordable
and Promotion
Oriented Brand
1. Short Term Tactical Direction:
“ A Complete Homeware Solution with
Quality, Style and a High Value for Money”
2. Long Term Corporate Direction:
“The Destination for an Exclusive, Trendy and
Wide Range of Homeware Selection”

Driving Idea
« Proposition »

Cheap, Affordable
and Promotion
Oriented Brand
?
“The Destination for an Exclusive, Trendy
and Wide Range of Homeware Selection”

DRIVING TARGET MINDSET:
DRIVING BRAND PROMISE:
DRIVING BRAND RATIONALE:
A Complete Homeware Solution,: Trendy,
Unique, Exclusive, Quality, Value for Money
I am Looking for an Expert who can provide
me with Trendy, Unique and Exclusive
Homeware items to differentiate my home’s
style at a great value for money while
shopping at ease.
The One Shopping Destination, which
Offers Exclusive, Unique and Trendy Wide
Range of homeware selection at a high
value.
Cheap
Affordable &
Promotion
Oriented
Brand
“A Destination for an Exclusive, Trendy
and Wide Range of Homeware Selection”

ELEGANT
(style, taste, design)

TREND SETTERS
(EXCLUSIVE THEMED
COLLECTIONS BY
SEASON)

PROXIMITY
(IN THE HOOD
NEARBY.)

PRACTICAL
(Easy to handle and place
at home, Mix & Match)

LOCAL-INTERNATIONAL
(Local Brand with
International Experience)

EXPERIENCE
(Shopping friendly
atmosphere)

VARIETY
(Wide selection of
homeware items)

SELECT
(Not for everybody)
VALUE
(Low Cost, High Quality)

SELECT
(Not for everybody)
ELEGANT
PRACTICAL
LOCAL-INTERNATIONAL
(Local Brand with
EXPERIENCE
(Shopping friendly
atmosphere)
VARIETY
(Wide selection of
homeware items)
VALUE
TREND SETTERS
(EXCLUSIVE THEMED
COLLECTIONS BY
SEASON)
PROXIMITY
(IN THE HOOD
NEARBY.)

Is the Trend Setter
for a Unique &
Stylish homeware
selection.
SELECT
(Not for everybody)
ELEGANT
PRACTICAL
LOCAL-INTERNATIONAL
(Local Brand with
EXPERIENCE
(Shopping friendly
atmosphere)
VARIETY
(Wide selection of
homeware items)
VALUE
TREND SETTERS
(EXCLUSIVE THEMED
COLLECTIONS BY
SEASON)
PROXIMITY
(IN THE HOOD
NEARBY.)

DRIVING TARGET MINDSET:
DRIVING BRAND PROMISE:
DRIVING BRAND RATIONALE:
A Complete Homeware Solution,: Trendy,
Unique, Exclusive, Quality, Value for Money
I am Looking for an Expert who can provide
me with Trendy, Unique and Exclusive
Homeware items to differentiate my home’s
style at a great value for money while
shopping at ease.
The One Shopping Destination, which
Offers Exclusive, Unique and Trendy Wide
Range of homeware selection at a high
value.
Cheap
Affordable &
Promotion
Oriented
Brand
“ A Value for Money Complete Homeware
Solution with Quality & Style”
“A Destination for a Unique Shopping
Experience for a Wide Range of Homeware
Selection”
Is the Trend Setter
for a Unique &
Stylish homeware
selection.

New Brand
Direction

• Brand Equity = Your Local Destination for an
International Wide Assortment of Economical,
Practical & Elegant Homeware that fits any Style or
Budget.
• Brand Benefits
POD = 100% Saudi with international feel & Standard.
-Exclusive Collections – Trend Setters.
-Complete Themed Collections.
-Customization by Seasonality. -Proximity – Culture
Friendly
-Bigger Stores & Wider Variety by segment , Satisfying
all Tastes
Ø POP = -One Stop Shop
-Affordable -Shop for Bargain –Cost for Quality
-Homeware Items Selection -Mix & Match
-No Private Labeling -A reliable Product Quality
• Brand attributes = Elegant, Trend Setters, Proximity,
Value, Practical, Variety, Experience,
Local/International
• Driving idea =
SELECT
(Not for everybody)
ELEGANT
PRACTICAL
(Easy to handle and
place at home, Mix &
Match)
LOCAL-INTERNATIONAL
(Local Brand with
EXPERIENCE
(Shopping friendly
atmosphere)
VARIETY
(Wide selection of
homeware items)
VALUE
(Low Cost, High
Quality)
TREND SETTERS
(EXCLUSIVE
THEMED
COLLECTIONS BY
SEASON)
PROXIMITY
(IN THE HOOD
NEARBY.)
Is the Trend
Setter for a
Unique & Stylish
homeware
selection.
Is the Trend Setter for a Unique & Stylish homeware selection.

• Proprietary XPRESS tool to help identify ideal touch points for the “People” / TA
identified in the Brand Compass
• Recognizes the relationship between all key stakeholders
Push / Pull Planning

Brand
Relationships
Brand
Consumer
Insight?
Objective?
Insight?
Objective?
Insight?
Objective?
Retailer
Touch Points
Brand Consumer Retailer Brand
Television
Newspaper
Magazine
Radio
Cinema
Outdoor Adv
Outdoor Actvation
In-store POSM
In-store Actvation
Direct Marketing
In Mall Ambient
In Mall Actiavtion
Event Marketing
Public Relations
Social Media
Influencers
Vlogers/Blogers
Other

Brand Relationships
Brand
Consumer
Insight?
Objective?
Insight?
Objective?
Insight?
Objective?
Retailer
Touch Points
Brand Consumer Retailer Brand
Insight = Looking for a
shopping experience
and a wide range of
homeware items
Objective = create
awareness and visibility
for consumers of the
trendy and wide range.
Insight = Engage TA
and Drive Traffic
Objective = facilitate
path to brand / ambient
and create engagement
Build Loyalty in Happy
Moment
Insight = Educating
product range and
avalability
Objective =Reassurance
of the brand demand
creation
•Communicate with TA
• Brochures/
Catalogues
• Web Site Revamp
in addition to SEO
• Social Media
• Outdoor Mediums
(Unipoles &
Megacoms)
•Sales collateral
•In Store Ambient
(Look and Feel).
•in Mall activation
• Online Advertising
and TA Engagement
Digitally
Television
Newspaper
Magazine
Radio
Cinema
Outdoor Adv
Outdoor Activation
In-store POSM
In-store Activation
Direct Marketing
In Mall Ambient
In Mall Activation
Event Marketing
Public Relations
Online Marketing
Social Media
Influencers
Vloggers/ Blogers
Other

Media Portfolio Management
OnetoOne
MediaActivationAwareness
brochures/ Catalogues
Social Media
Engaging
Sales presenter
Online Marketing
In Mall Engagement
In Store Engagement
Collateral
In Mall Ambient
Fun &
Informative
Sales
support
Educate on Wide Range
Generate Content to go Viral on Social Media Platforms
Outdoor Mediums: Unipoles & Megacoms
In Mall Branding to accompany any In Mall activation

Proposed Creative Communication

Proposed Positioning Options
Option 1: Very Nice Home
Option 2: Nice Touch Nice Home
Option 3: NICE for Home Living
Option 4: Be Unique, Be Different, Be NICE
Option 5: Your Home with NICE Style
Option 6: Final Touch to a NICE Home
Option 7: Nice Home
‫ﺑ‬‫ﯾ‬‫ﺗ‬‫ك‬‫ﻣ‬‫ر‬‫ة‬‫ﻧ‬‫ﺎ‬‫ﯾ‬‫س‬
‫ﻟ‬‫ﻣ‬‫ﺳ‬‫ﺗ‬‫ك‬‫ﻧ‬‫ﺎ‬‫ﯾ‬‫س‬...‫ﺑ‬‫ﯾ‬‫ﺗ‬‫ك‬‫ﻧ‬‫ﺎ‬‫ﯾ‬‫س‬
‫ﺣ‬‫ﯾ‬‫ﺎ‬‫ة‬‫ﻣ‬‫ﻧ‬‫ز‬‫ﻟ‬‫ﯾ‬‫ﺔ‬‫ﻧ‬‫ﺎ‬‫ﯾ‬‫س‬
‫ﻛ‬‫و‬‫ﻧ‬‫ﻲ‬‫ﻣ‬‫ﻣ‬‫ﯾ‬‫ز‬‫ة‬,‫ﻛ‬‫و‬‫ﻧ‬‫ﻲ‬‫ﻣ‬‫ﺧ‬‫ﺗ‬‫ﻠ‬‫ﻔ‬‫ﺔ‬...‫ﻛ‬‫و‬‫ﻧ‬‫ﻲ‬‫ﻧ‬‫ﺎ‬‫ﯾ‬‫س‬.
‫ﻣ‬‫ﻧ‬‫ز‬‫ﻟ‬‫ك‬‫ﺑ‬‫ﺎ‬‫ﺳ‬‫ﻠ‬‫و‬‫ب‬‫ﻧ‬‫ﺎ‬‫ﯾ‬‫س‬
‫ا‬‫ﻟ‬‫ﻠ‬‫ﻣ‬‫ﺳ‬‫ﺔ‬‫ا‬‫ﻻ‬‫ﺧ‬‫ﯾ‬‫ر‬‫ة‬‫ﻟ‬‫ﻣ‬‫ﻧ‬‫ز‬‫ل‬‫ﻧ‬‫ﺎ‬‫ﯾ‬‫س‬
‫ﺑ‬‫ﯾ‬‫ﺗ‬‫ك‬‫ﻧ‬‫ﺎ‬‫ﯾ‬‫س‬

Concept 1: Reflect the Nice store-image to TA
“What you See is What you Get”_ A NICE Uplift to your Home

Concept 2: Metaphoric “bring the Nice to life”
& “Call for Action” for TA to Engage.

Concept 3: Nice complete your home
Your House is not Complete without “NICE” Homeware elements
Your House is Missing “NICE” Product.

Concept 4: the Nice Final Touch
Add the “NICE” Touch to your Home
“NICE” Your Home’s Elegant Label

Increase the Sales of Nice in Central and Eastern regions of KSA
Execute In-Ground Activities with defined Budgets and Reach
Reach the Mass Audience in Central and Eastern Province to Maximize Awareness on Nice
Increase Footfall inside the Showrooms across all locations of NICE
End Year 2018 on a Positive Sales Graph
Objectives

Aiming to…..
v Establish a Consistent Mechanism to Sample Nice Products to the Target Audience
v Maximize & Extend the Awareness of Nice through Face to Face interaction with consumers
v Create Additional Excitement & Buzz inside the Touch Points ( in Malls ) for Nice, leading to
higher Traffic to Outlets consequently increased Sales.

Concept 1: Summer Kitchen Bar
The Summer Kitchen Bar Concept will be a stand In Malls serving fresh cocktail juices, with all Nice
kitchen tools spread all over in a stylish manner.
Behind the Bar we will be having a set of shelves with all NICE decoration items placed on it. The
same design will be replicated on flyers with all the same decorative items on it except for a missing
hero item.
Consumers will have to guess what's the missing item on the flyer compared to shelf on stand in mall.
The winner will have 50% discount Gift on his purchases in store.
The non winner will have 20% discount Gift on his purchases in store.
This way we ensure that everybody is a winner.
Consumer has to take the signed and stamped flyer to show room as proof of purchase and can
collect his/her reward.

Execution of Concept 1: NICE Summer Kitchen Bar
This concept shall be executed on a mass scale in Malls during Summer Season.
Ambassadors shall be given a summer Theme and be present on summer Branded
Stands (summer bar refreshment juices ) in malls across, Riyadh & Dammam.
Juices shall be Sampled to Guests in the Malls as a Festive Gesture From Nice,
and a Flyer shall be handed over to them as well. The Flyer shall direct Traffic to the
stores (of winners and non winners) within a Defined Time Frame, to be agreed
upon.

Execution of Concept 1: NICE Summer Kitchen Bar (Visuals)

Concept 2: Promotion Engagement- Win a Car
We shall be having a Car Parked inside the Mall, with two Back Drops on
each side Branded with “NICE” Visuals / Shelves & Products.
Ambassadors shall be approaching the Target Audience and advising
them to proceed to the Showroom, Buy a set of Products, Take it home,
Arrange it in a creative manner, take a picture and upload it on Instagram
with a “#NICE HOME”, in order to enter a Draw and Win the Car.
To ensure Driving Traffic/Footfall to the Showroom, the Ambassadors shall
provide the TA with a Branded Coupon highlighting a %Discount to
encourage the shoppers to visit the Store and participate.
The Idea behind this concept is to have Everybody a Winner and Drive
maximum traffic possible to Nice Outlets.
#NICEHOME

We shall Develop a 5x5 Stand inside the Mall, showing the 4 Different Elements Present in NICE
Stores: Bathrooms, Living Rooms, Bedrooms & Kitchen. (Move the Showroom inside the Mall)
In each section of the 4 Sections, a QR Code Mascot shall be present welcoming the Visitors.
Mascot shall encourage the TA to scan the QR Code and reveal their Gift from the relevant section, to
be collected from the store. Gifts shall be in the range of SR 10 to SR 20…
Ambassadors also shall be providing the shopper with an Eye-Catching “E coupon” carrying a
Promotion Generated QR Code/Barcode.
The Consumer is then requested to proceed to Nice Store to collect their Gift and at the same time if
they buy any product, the QR Code/Barcode with them shall be scanned after his purchase, and the
Discount he won shall be revealed.
Throughout the communication message to the consumer we shall declare that the Discounts are
ranging from 10% to 50% (suggested).
As for the Mechanics of this Operation, the QR Code / Barcode shall be listed in Nice’s Inventory as a
Product. The Cashier shall scan all the items the consumer has purchased and finally scan the QR
Code / Barcode to Reveal the Discount.
The Idea behind this concept is to have Everybody a Winner and Drive maximum traffic possible to
Nice Outlets.
Concept 3: Scan QR Code and Win

Concept 3: Scan QR Code and Win

Concept 4: Guess and Win
We shall be having a 3x3 Stand in the Mall, based on a “NICE” Gift Box Theme, whereby the stand shall be
filled with many different gift boxes.
Each gift box shall have inside it an Item from NICE Store to be won by the shopper.
The Shopper shall be given the opportunity of Guessing what is inside the box.
If his Guess is correct, he shall be asked to proceed to the Showroom and claim his Gift.
If his Guess is Wrong, he shall be given a Discount Coupon to proceed with it to the Showroom as well.
In this case, everybody is a winner and automatically traffic shall be generated to the store.

Concept 5: Play and Win
We are looking to have an Engaging Game inside the
Mall, where the Audience will be spending some fun
time and win Amazing Items provided from “NICE”
Stores.
The Audience shall be asked to proceed to the
Showroom to collect their Gift.
By generating traffic to the store, we shall increase
the footfall and the opportunity to buy from the store
as well.

Mechanics: Path of Footfall – Mall to Showroom
Consumer
will be
Invited to
Visit Nice
Stand in a
welcoming
Atmosphere
.
Ambassador
shall greet
the consumer
and start
explaining the
Values of
nice and its
position in the
home décor
Category
If consumer
is interested
Promoter
shall thank
the consumer
politely for his
time and wish
him a joyful
shopping
time after
giving him the
discount
Coupon
Promoter
shall thank
the
consumer
for his time
and provide
him the
Discount
Voucher
Coupon or
flyer
Then the
promoter
shall further
explain the
mechanics
and direct
the
consumer to
the locations
of Nice
showrooms.
Consumer
shall
proceed to
the
showroom
of Nice to
buy.
If consumer is
not interested
As an added
value the
consumer shall
be directed to
the process of
winning a
major prize,
weather
through
Instagram
engagement or
simply a lucky
draw.
Upon
Purchase of
any item, and
after the
cashier
punches the
item, he shall
scan the
discount and
announce it
to the
consumer.

NICE Ambassadors Uniforms
We shall go for a Fresh Linen
Fabric to reflect a Cool Summer
Look, with a Young & Trendy Feel.

Catalogues/Brochures
Produce Catalogues Monthly or
at least Seasonally (Summer,
Ramadan, Mother’s day, …etc)
to Showcase all the Wide
Range and Variety available in
the Showroom…
At the start the number of
catalogues will be high, and as
we go along building a customer
database we shall start to
communicate it electronically as
soft copies through sms
campaigns, emails, and even
through a QR Code and Link on
mass Flyer Distribution
campaigns. Consequently,
through flagship item selection
Traffic shall start to be
generated automatically.

Flyadeal Unconventional Touchpoint
Flyadeal is KSA’s fastest growing, low-fare domestic airlines
based at King Abdulaziz International Airport, Jeddah and
owned by sister company and national carrier Saudia Airlines.
Opportunity:
1- Printed Boarding Passes: Full 3 Color Print of
Campaign on rear of Flyadeal printed boarding
passes.
2- Boarding Pass Email: Approx 40% of Flyadeal
customers check in online & receive an email
boarding pass. The email itself can include a
clickable banner.
3- Boarding Pass Pdf: Attached to the online
check-in email is a PDF of the boarding pass
which is regularly printed by our passengers and
carried throughout the trip

Boarding Passes
by Email
Boarding Passes
by Pdf

Flynas Unconventional Touchpoint
Flynas operates 1130 flights per week
Since it launched, flynas has carried over 32,000,000
passengers on more than 260,000 flights.
Flynas has a total of 30 aircrafts
Confirmation PDF Boarding Pass Confirmation Email

http://www.nielsen.com/sa/en/press-room/2017/nielsen-shares-insights-on-how-the-new-
normal-has-shaped-consumer-behavior-and-consumption-patterns.html
References
Global Data 2018 Retail Market Research: Homewares Retailing in Saudi Arabia Market
Snap Shot to 2021. Report Code: RP168717MS ; Published Feb, 2018.

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