Differentiation key to survival in region's growing mall industry

Differentiation through adherence to highest customer service standards and innovative marketing techniques is the key to surviving in the region's burgeoning mall industry, said , one of retail's most sought after speakers and the author of The Yearbook.

"Mall industry leaders are raising the bar in their efforts to establish and maintain customer service as a key differentiating factor and the region is not far behind," she said. "New studies confirm that customer experiences and relationships are indeed the defining point for success. Service excellence goes beyond providing information and training retail staff, it should extend to innovative thinking in strategy and marketing."

According to Wold, varied expectations from a diverse expatriate population, continuing entry of a plethora of established international brands and the existence of similar product offerings across malls are the challenges that shopping centres in the region face.

Creating exceptional retail experience and taking a fresh approach to marketing service and offerings will go a long way in maintaining and attracting customer interest. Malls should also increase retail services, run loyalty programmes, add ambience and ensure security for a better shopping environment.

With more than 40 years retail experience, Wold is one of the industry's well known speakers. She is also the author of The Yearbook, a retail success guide on how to excel in the marketplace and achieve increased productivity.

The participants for the two day intensive programme by MECSC were taken through the main ingredients of customer loyalty building and effective ways to leverage employee and partner relationships to ensure a high return on investment.

Engr. Salman A. Albaiz, Executive Director, Granada Centre, KSA, found the workshop very useful, giving him fresh ideas to re-evaluate some of the customer loyalty building programmes in his company.

"I learnt so much about innovative relationship building techniques during the course, I look forward to re-inventing some of our customer loyalty plans. Barbara's charismatic personality and her decades of experience in the retail sector were a great add on," said Albaiz.

Another participant, Ruba Shadid, Training co-coordinator for MAF Group said: "It was an interesting workshop; I learned more about building employee morale through innovative management techniques, I especially liked the FISH philosophy. When the employees feel they are treated with respect and fairness, it is only natural that it will result in better customer service. Wold's teachings were simple and practical; I look forward to implementing them."

Training mall industry and retail professionals is a key strategy that MECSC follows to ensure that the region's growing shopping malls industry sets benchmarks in excellence.

Kim Redman, Regional Director, Middle East Council of Shopping Centres said: "We have had very positive feedback from participants of the workshop. In the highly competitive mall industry where key players are vying with each other for a greater share of the market, it is important to ensure that customers keep coming back. Also, to make sure that there is always a steady flow of new visitors who can be converted to loyal customers.

"This can be done through effective customer management and marketing techniques which Barbara, with her decades of experience in the retail industry, was able to illustrate well".
MECSC's upcoming training programmes include a Leasing Seminar from October 24 - 25 in Dubai and October 31 - Nov 1 in Cairo, this year.
Also, a three day course on Operations and Facilities Management from November 18-20, 2007 and a two day programme on Tourism Marketing from December from 5-6, 2007 in Dubai.