Dubai’s Shopping Paradise Attracts Chinese Tourists with New Digital Strategy
Dubai’s world-famous Mall of the Emirates uses new digital mobile application to attract Chinese shoppers
Mall of the Emirates, the world-known luxury shopping mall in Dubai, in the United Arab Emirates (UAE) launched a new mobile application, thought in details especially for Chinese customers. Indeed, the shopping center recognizes the potential of Chinese shoppers so they created a mobile application for them to enjoy more their shopping experience and their stay in Dubai.
A “Shopping Resort” for Chinese
It will provide the customers an easy-to-navigate guide to Dubai’s “shopping resort”, including an overview of more than 630 international brand stores. Among them, more than 80 prestigious fashion brands such as Louis Vuitton, Chanel, Christian Louboutin, Versace, Dolce & Gabbana and Prada are gathered in a New Luxury Fashion Areas, located in the mall’s Fashion Dome and Via Rodeo. They are a strategic point for attracting Chinese big shoppers because they are extremely popular in China and have a well-established image for these visitors. (Read also 10 tips for tourism marketers wanting to attract Chinese Tourists.)
The application gives few additional functions for Chinese customers regarding their pre-arrival and their journey in Dubai: they can access information about Dubai and the Mall of the Emirates, they can benefit from a holiday planner, a store locator, a currency converter, a tip calculator. It also gives information about tourist and beach attractions, weather, travel tips, VIP tours etc. and details about the range of luxury fashion brands, jewelers, watchmakers and dining and entertainment options available to consumers, as part of the service aimed at Chinese Outbound Tourists.
Digital Strategy Made in China
But the progress of Mall of the Emirates in their service quality doesn’t stop here: indeed, inside the mall, “red carpet” services including Mandarin speaking assistants, shuttle services and exclusive offers welcome the Chinese guests. Moreover, Chinese shoppers’ payments are eased with Union Pay accepted in the whole mall.
Regarding year-on-year growth of Chinese visitors in Dubai, Director of Mall of the Emirates, Hussain Moosa said: “In 2015, Dubai saw 450,000 more tourist arrivals from China. With growing numbers of Chinese visitors stopping in Dubai to enjoy world-class shopping and duty free prices, we are delighted to make the experience more welcoming and easier for them with this innovative mobile application”. Indeed, this trend is expected to continue to increase rapidly: the Middle Eastern city currently welcomes around 14.3 million overnight visitors each year and this number is expected to rise by 9.7 percent by 2020. (Read also $422 billions: the size of the Chinese outbound tourism market)
All these efforts made by Dubai are aimed for the city to become the new ‘dream’ destination for Chinese travel lovers, ahead of London and Paris. (Find an article on Chinese loves Paris or London). Acknowledging the potential of Chinese tourists, hospitality brand Four Seasons Hotel & Resorts created a similar app for guests from China.
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How Chinese travellers are changing the luxury industry ! https://t.co/Xtth1qwdUp
— chinese tourist (@TouristChinese) 8 juin 2016
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