Consumer behaviour in GCC

Drawn from Pulse, our bi-annual global survey of consumer behaviours, these insights will be of interest to anyone involved in the design, development, operation or management of commercial spaces across the GCC.

The desire for community is a significant motivator
Understanding the motivations of consumers is vital if we are to design and develop places that work. Our findings indicate that GCC consumers identify more with community as a life goal than the global average, putting this ahead of the pursuit of personal wellbeing.

This underlines the vital importance of incorporating culturally sensitive and well-considered social spaces within schemes in the region. This could range from open gathering spaces to community event venues, to interactive installations and elements that reflect local traditions and culture, working together to encourage the strengthening of community ties.

Sustainability is also a key life goal
GCC consumers are also more likely to identify sustainability as a life goal than the global average, which is interesting for a region many may not strongly associate with this theme, but shows an audience that is well aware of the need to adapt to the sometimes harsh physical environment in a sustainable manner.

This obvious point here is for designers and operators of commercial spaces in the region is to consider the role of everything from the use of eco-friendly materials, smart building technologies for promoting energy efficiency, to waste reduction, and green transportation.

However, given the climate, it is likely we can expect increasing focus on design and landscaping strategies for outdoor and the edge of indoor spaces, which ameliorate high temperatures, and reduce dependency on energy intensive air conditioning, for example.

Physical retail spaces are vital
The desire for community plays a key role in how GCC consumers choose to shop. A significant proportion stress their reason to visit shopping malls is to spend more time with friends and family and to entertain children. Not surprisingly, they are more likely to prefer to shop in-store to try products than the global average, as well.

Interestingly, and related to an increased interest in utilising retail spaces for socialising, GCC consumers are also more likely to share their experience on social media than the global average.

These behaviours have significant implications for the design and operation of retail spaces in the region. With demand from consumers buoyant, stakeholders are advised to prioritise experience-focused retail, and continue to challenge the status-quo by blending retail with interactive experiences, with innovations such as personalised shopping, high-touch customer service, in-store navigation, and others focussed on adding a fun interactive element.

Moreover, the inclusion of in-store technology and initiatives designed to leverage people’s desire for social media engagement is likely to pay immediate dividends.

Known and trusted brands are important
A further important aspect of GCC consumer behaviour is their greater preference for known and trusted brands vs. the global average. This feature has a host of implications. For brands, it implies a requirement to develop a strong and recognisable brand identity that resonates with local values, culture, and preferences, in order to gain the consumer awareness and loyalty of a trusted brand. Tactics, such as trust building through transparency (product sourcing and ingredients), as well as personalised engagement designed to drive loyalty, localised marketing strategies, and clear community engagement initiatives, are likely to resonate well with GCC consumers.

For developers and asset managers, with competition to attract trusted brands high, it highlights the need to make compelling spaces that truly resonate with the target audience, so that brands can maximise their impact and performance.