Is it only for the rich and famous?

While the exclusivity of the offerings might seem like it is only for the rich and famous, that’s not the case. They’ve got a varied price point range making it more accessible and approachable for a millennial or anyone who thinks like a millennial.

“You can find a product for as low as AED 100 or experience a reasonably priced haircut, or buy a super luxurious product. But we ensure that we have the best price position in the market where we are the lowest in the market and we minimize the premium versus their international pricing”, he said.

Given the year both retailers and customers have had, the two things that are crucial for any business now seem to be value and purpose. And to attract this community of value and purpose-driven customers, data plays a very important role. Customers in Dubai have yearned for an experiential concept for years and data analytics from various retailers is proves that.

“It’s a mall within a mall, he said. “We are trying to create a community. People coming here don’t necessarily have to shop – they can train, eat, relax, meet friends. We design the customer journey and provide individual experiences. To do so, you need to leverage the power of data and analytics. The minute you know what the customers want and what they don’t want, we can give them a seamless experience”, he concluded.