Project Description
- With the increased competition in the Riyadh mall-based retail landscape and life moving towards North of Riyadh, Kingdom Center felt prudent to understand the market from a demand /supply perspective, understand the fast-changing consumer needs, interview its current retailer set in the mall and user/non user consumers for satisfaction / dis-satisfaction
- Glasgow Research & Consulting as part of the market study undertook extensive primary research interviews with retailers, users and non-users of the mall to arrive at a strategy and tactical marketing strategy
The client used Glasgow Research & Consulting’s recommendations to undertake the following changes:
- Launched a loyalty program
- Improved signage across the mall and in the car parking areas
- Moved some tenants from low to potentially high footfall areas
- Brought new tenants in the food court to offer more food diversity
- Worked in generating more PR for the mall
