Overview & Scope
We worked with the leading providers of food and beverage services for travelers, to design an innovative retail strategy for their seven food and beverage (F&B) outlets in Dubai and Abu Dhabi International Airports. Our goal was to develop a comprehensive approach to enhance the overall customer experience and increase revenue across all outlets. To achieve this, we conducted a thorough analysis of the market trends, the needs and preferences of their target audience, and the business goals.
Leveraging our extensive experience in retail strategy and design, we developed a comprehensive plan that included optimizing the layout and flow of each outlet, introducing new product offerings, and implementing a customer-centric approach to service. We worked closely with the client to ensure that the plan was feasible, and our team provided support in developing and implementing a new digital marketing campaign to increase brand awareness and drive customer engagement.
The results of our project were outstanding. The client experienced a significant increase in sales and customer satisfaction. Our innovative retail strategy exceeded our client's expectations and set a new benchmark for F&B outlets in airport retail. Our project's success was due to our comprehensive approach, close collaboration with our clients, and our team's expertise in retail strategy and design.
Services
Assessment of Retail Performance & Gap Analysis
- Identified underperforming products using commercial, financial, operational, and market data
- Gathered feedback from buyers during on-site primary research to identify product gaps
- Evaluated daily traffic and spending trends for different categories of buyers
- Assessed the competitive landscape and its correlation and impact on underperforming products
- Concluded the main gaps and challenges that would be leveraged as opportunities to formulate the new promotional strategy
Design Marketing Strategy & Campaign Concepts
- Developed a new marketing strategy with clear identity, goals, priorities, objectives, and initiatives
- Defined the target audience, value proposition, and campaign concepts
- Set KPIs and KPTs to ensure sound measurement and reporting of the execution of the new strategy
- Developed detailed guidelines for each initiative with roadmaps
Asset Development and Collaboration with Internal Team for Execution
- Designed and delivered the campaign assets and toolkits agreed upon in the new strategy, such as key promotions, posters, wobblers, banners, among others
- Collaborated with the internal team during phase 1 of the strategy execution to ensure a successful launch
- Transferred knowledge to the team to ensure continuous results delivery on the campaign objectives and KPIs moving forward
