The Middle East is a fast-growing international opportunity for retailers, with the market set to be worth Dh200 billion by the end of 2017, according to the Dubai Chamber of Commerce and Industry.
However, tapping into this lucrative part of the world involves an in-depth understanding of consumer behaviour, in-store and beyond. To help retail businesses develop their strategy for the Middle East consumer, ShopperTrak caught up with Nicolas Rubeiz, Senior Consultant at The Unit, to discuss regional trends and market entry strategies.
Why do you think an increasing number of international retailers are targeting the Middle East?
The profile of the Middle East as an attractive new market opportunity has risen considerably in recent years through a combination of factors. The most important is probably the demographic structure – right now there’s a very high birth rate and a young ….