Carrefour ranks first for establishing the emotional bond between a customer and a brand in the UAE - report
Hypermarket giant Carrefour is the best performing retail name in the UAE for brand intimacy - the emotional bond between a customer and a brand, according to a new report.
MBLM’s Brand Intimacy 2018 Report said the best intimate brands deliver superior results related to revenue and profit growth by creating deeper relationships with their consumers.
Carrefour took first place for most intimate brand in the retail industry, especially among users aged between 25 to 44 years.
Ikea, the industry leader in 2017, fell to fourth place in this year's results while Lulu Hypermarket ranked second and performed best among millennials aged 18 to 34, with over 65 percent of the demographic responding that they couldn’t live without the brand.
The report said one-stop shopping destinations like Lulu, Carrefour and online retailer souq.com are deeply embedded into the day-to-day lives of their users.
It added that despite how essential they become, many brands in the industry still struggle to build stronger bonds with users.
“Retailers in the UAE don’t seem to prioritise lasting relationships with their consumers,” said William Shintani, managing partner of MBLM Dubai.
“Dubai Summer Surprises is a good opportunity to engage new customers and spark interest, but promotions and price aren’t enough incentive to build emotional bonds between brands and users. Retail brands need to think long term about how to build customer relationships from in-store experience and product selection to post-sales services to really establish strong bonds.”
The 2018 Brand Intimacy Report named the top 10 brands as Carrefour, Lulu Hypermarket, City Centre, Ikea, Amazon, Mall of the Emirates, The Dubai Mall, souq.com, Sharaf DG and Jumbo Electronics.
City Centre, the Majid Al Futtaim-run shopping malls, jumped to third place, up from sixth place in 2017, and was ranked the second most intimate brand among men in the UAE.