As a business and a brand, Citron is the result of a kid’s need mixed with a mum’s practicality. When struggling to find a mealtime solution that served my family’s needs, I was left with no alternatives than designing my own product. It was the right decision at the right time as the market responded very positively to my first lunch box design.
It was apparent that other parents (mostly mums) needed solutions that were leak-proof and kept their food in separated compartments. I had found a gap in the market. To further explore this gap, more products were designed, produced and distributed, and in just 4 short years, Citron now sells across 24 countries around the world from our base in Dubai with the support of our commercial partners.
My brand’s mission draws inspiration from my own experience – as a parent with a need, I wanted to make it easier for other parents to have a better mealtime experience with their families. Whilst selling online and distributing across the world helps with this – many parents shared their wish to see, feel and explore items in the flesh before making purchasing decisions. This was the reason why we opened our very own brick-and-mortar store in December of 2021.
The fact is, we created our flagship store with a different objective in mind. Rather than focusing on a pure retail space – we wanted our customers to experience the products physically and educate themselves on the benefits of our ever-growing range.
The store itself is carefully and deliberately designed to encourage ‘play’ from our younger visitors – giving grown-ups and kids a shared space to be hands-on with our innovative solutions which encourages brand loyalty and enables families to empower their meals at home, at school or on the go.
We live in a challenging retail environment, where consumer expectations are high alongside rediscovering their own purchasing power. Commerce through digital channels has of course become a no-brainer, with technology reshaping the way we buy and sell – but how can that ‘seamless sell’ convert for a bricks-and-mortar operation?
Personalisation is key here, both for online and offline spaces – your in-store experience in 2022 must play to the strengths of your brand in a way that only face-to-face can. From the experience and personality of your shop staff, through to the convenience of location, availability and a seamless transaction, including any aftercare.
Consumer values and expectations have changed, and so must a retail operation to stay successful. Technology is great for listening to customer pain points, and for Citron, this is often how we develop new lines and products.
On the other hand, a physical retail space lets you listen to unfiltered stories about your consumer’s experience with your product. This might not sound so positive at first, but the alternative of reading a negative online review later doesn’t give you much room to elevate your consumer’s shopping journey like a store would.
Euromonitor International’s Voice of the Consumer: Lifestyle Survey, 2021, tells us that in the Middle East, 50% of consumers now wish to spend their money on ‘experiences’ rather than ‘products’. The survey also reveals that regionally (65%) of consumers are seeking curated experiences more than their global counterparts (58%)
So, if the local consumer is looking for ‘more’ from retailers – what is it we are going to give them? Why will they choose to shop with us versus a competitor? It’s also important to understand that the ‘experience’ no longer ends with the receipt.
Customers want to engage with a brand not only via social media but from a customer service perspective. What does this mean? In practical terms, it means channels should be engaging and able to truly help.
Knowledgeable staff at every single touchpoint should be a given, with decision-making capabilities filtered down appropriately too. Meaningful interactions should never just be buzzwords, we have to walk the walk where our customers demand it.
Back to ‘in-store’ – we might not all have the budget and space of an Adidas, known globally now for their experiential store offering. Mini basketball courts and ‘maker labs’ may not be in the equation, but they don’t necessarily need to be. What is your fit-out like? Can space be made to cater to an experience? Can your store offer display and play in one?
The Citron store offers little ones an entrance via a slide, and of course, children want to enter. Creativity that comes from a place of knowing your target audience does not need to be expensive or unobtainable, it just needs to be thought about. The creation or expansion of in-store experiences must now be a strategic priority for local retailers, in whatever category.
Whilst technology is a dream for e-commerce opportunities and even the back end of bricks-and-mortar business, I believe the key to successful retail in 2022 comes from a true understanding of your consumer demographic and a desire to meet their needs now – which are very, very different to pre-pandemic wants and needs. Start with the humans, and the humans will come to you.
Sara Chemmaa, CEO and founder of Citron
Follow us on
