Arabs are very much influenced by social concerns and tend to buy things which are recommended by their circle of family and friends rather than exploring products themselves. While it is very important for Arabic consumer to buy products in order to achieve certain social belonging and desperately gain higher class appearance.
There is a fear of being prejudge by their social group whereas maintaining certain social image is a big concern in Middle East which affect the consumer behaviour in this region.
Citizens of UAE for example spend on average 30% of their salary, or £1,450 a month on luxury goods according to wordbank.
It is not about the product quality; it is all about how trendy is the product
Type of content:
Arabs are mainly auditory people and hate reading long phrases, they might listen to you for hours but not willing to read a description for more than two sentences, which will reflect on type of content should be created to engage Arabic audience online, which should be straight forward and call to action must be very clear and directive.
Video contents are the best to engage all senses and deliver the message
Creating Trust with Affluent Arabic Consumer:
Arabs are not early adaptors and consumers in the Middle East are not open for new brands and challenges and tend not to try new solutions or services to fulfil their needs. Hence, creating a trust is the main way to sell in the region. And in order to do that they must know who is behind the brand and home they are talking to on social media (this is where we can optimise your social media platforms and your digital communication with the Middle Eastern clients)
However, wall of trust can be broken once you reach the target clients through their social circle of trust, and influencer marketing is the key here to gain their trust quickly.
Branding the product and differentiation is the main strategy to penetrate luxury market in Middle East and grow
Arabic consumer interacts with promotion campaigns more than the products themselves, which makes promotion campaigns are key factors to spread brand awareness rather than talking about the product alone.
Personalisation is a winning key:
According to wordbank 75% of UAE consumers prefer to shop from mono brands rather than multi-brands store because they believe it will provide the best customer service experience, personalised messages are key to build a trust with UHNWIs.
Email marketing campaign shouldn’t start with suggestion or be generic , but it has to be highly tailored to customer interests.
Here at DLM, we make continuous efforts to update our understanding with the Middle East luxury consumer behaviour, which gave us a great advantage over most competitors and allow us to tap on to the right channels in order to generate more brand awareness in the region and make more sales.
Would you like to know more about how you can use Arabic consumer behaviour to promote your product or service and increase your sales?