Page 38 - April 2021

OUTLET PROFILE - MIDDLE EAST: DUBAI OUTLET MALL

Value Shopping Evolution

ince its launch in 2007, the Dubai Outlet Mall has Within the upcoming expansion, an added focus is
been on a journey of awareness and understanding being put on the food and beverage category with several
of the overall concept, among both the retailers and restaurants, an additional food court of a different manner
S customers in the region. From its time of opening, and several cafes. As customers spend an increased
the demographics of the location have changed dramatically amount of time in the mall, this additional focus is to
with significant developments and increased population. ensure a strong variety of healthy and wholesome cuisines
In order to satisfy the organic demand, the mall will open are available.
its expansion later this year which will provide an added and “The customer has to be provided a comprehensive
diverse offering alongside its main USP of being the ultimate and convenient experience. The normal dwell time for a
value shopping destination. guest in an outlet environment is an extended one; hence
To help cope with the differing requirements of the the developer has to look into all aspects of the customer.
mall in times of Covid-19, the Dubai Outlet Mall has been The developer has to keep evolving and keep in check
taking various precautionary measures and steps since the requirements of the customers, and manage this in
January last year when the pandemic was in its initial stage. coordination with the store operator. The store operator
Awareness communication, regular sanitisation, sterilisation also needs to look at a bigger picture and work together
and disinfectant protocols were adopted to limit, contain and with the developer to achieve a mutually beneficial
curtail the spread of the virus. relationship,” explains Mahajan.
“In these testing times we have maintained a very healthy As the industry experiences a move from the ‘Mall to
percentage of opened shops, proving that for any brand, the All’, the Director feels that the focus has to be on
concept and business the Dubai Outlet Mall remains a venue delivering a superior and seamless customer experience
for business and preferred choice for customers,” explains with ease of shopping. Mahajan explains that customer
Vishal Mahajan, Director of Dubai Outlet Mall. “The mall has service staff should be more available to help the customer
been almost close to pre-Covid-19 numbers in terms of and add to the experience, and that the digital elements
business, attracting more resident customers while the travel open up many possibilities for the mall to understand
restrictions restrict the inflow of tourists.” the customer in a much better manner and provide the
The scheme is on the way to adding a significant footprint requirements in a more personalised way.
to its existing offer by adding almost double the size of its “We try to continuously evolve and achieve new
current footprint, leading the mall to become one of the standards whilst keeping our feet firmly on the ground.
largest in the outlet sector. The expansion of the mall will We regularly study the requirements of the customer and
include the region’s first Megamarket (cash & carry) concept, work very closely with the retailers to ensure the repeat
a multiscreen cinema, varied food and beverage options and visit of the customer. Our most important investment in
a number of big-box concepts in different categories are in these challenging times has been on our workforce. We
the pipeline which will offer the customer a comprehensive aim to keep them motivated as we all pull together to
shopping and entertainment experience. achieve the mutual goals,” Mahajan says.
38 RETAIL & LEISURE INTERNATIONAL APRIL 2021