EV­ERY PARISIAN'S DREAM

82 > QATAR TO­DAY > MARCH 2016

Qatar Today - - BUSINESS > MARKET WATCH -

Mono­prix Qatar launched a new cam­paign ear­lier this month called 'I love My Mono­prix' as part of its com­mu­ni­ca­tions ini­tia­tive to en­gage the in­ter­est of its grow­ing cus­tomer base.

The cam­paign was built around an in­te­gral com­mit­ment of Mono­prix Qatar to care for the health and well-be­ing of its cus­tomers. Com­ment­ing on the cam­paign launch, Re­gional Gen­eral Man­ager of Mono­prix, Sebastien Farhat, said, “We have a huge range of or­ganic items, gluten-free, and choles­terol-free items as well as the lat­est from the French re­tail chain fo­cus- ing on fancy top qual­ity items. We im­port around 3,000 items ev­ery week by air to keep things fresh around here. Our aim with this cam­paign is to bring some­thing new to the mar­ket by di­ver­sity of items and the choice of op­tions avail­able in terms of fresh veg­eta­bles, cheese and meat. It is not just about shop­ping but telling a story and hav­ing a medium for so­cial­iz­ing with a cup of tea, lunch or break­fast.”

The French re­tail chain, which has marked its pres­ence at Palm Tow­ers in West Bay Qatar since open­ing its doors in 2013, drew in­spi­ra­tion from its de­voted fans to cre­ate the “I Love My Mono­prix” cam­paign. Its French baguette is the best in town and the va­ri­ety of cheese it serves is not to be missed.

“We are com­pletely in­te­grated with the Qatari cul­ture and are very op­ti­mistic for the up­com­ing year. We have a dif­fer­ent model of re­ly­ing heav­ily on cus­tomer ex­pe­ri­ence for our growth and not just sales. Our big chal­lenge was to en­hance and de­velop the brand of Mono­prix in Qatar which we have con­quered, adding to our suc­cess. “Our flag­ship store in Doha Fes­ti­val City over 7,000 sqm will bring new con­cepts and will def­i­nitely cre­ate a big buzz. We also have three new stores com­ing at dif­fer­ent lo­ca­tions within the next two years,” says Farhat.

Uti­liz­ing the full power of a mix of me­dia chan­nels and cus­tomer en­gage­ment ac­tiv­i­ties, the ‘I Love My Mono­prix' Cam­paign dis­played nu­mer­ous rea­sons why cus­tomers love the brand.

The ‘I Love My Mono­prix' cam­paign was launched by cre­at­ing a fully en­gaged in-store ex­pe­ri­ence. The high­light of the event was the in-store dis­play of a shop­ping cart laden with locks of red hearts. Another note­wor­thy el­e­ment was the in­tro­duc­tion of a friendly, red heart-shaped “I Love My Mono­prix” mas­cot that added amuse­ment to the event.

“Mono­prix Qatar has steadily built a rep­u­ta­tion by fo­cus­ing on what our cus­tomers want and need, based on their spe­cific pref­er­ences for high-qual­ity prod­ucts. A chance to in­ter­act with cus­tomers, part­ners and sup­pli­ers is what brings me back with pas­sion ev­ery sin­gle day,” con­cludes Farhat.

The ‘I Love My Mono­prix' cam­paign has also been launched on so­cial me­dia to in­crease not only its im­pact but also the pos­si­bil­ity of cus­tomer in­ter­ac­tion.

With 377 stores in France and 75 stores world­wide, Mono­prix S.A. op­er­ates on a highly suc­cess­ful busi­ness model across the globe. This ma­jor French re­tail chain is rep­re­sented in Qatar by the Ali Bin Ali Group.

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