The colossal story of 2020 is a global pandemic that has left the world in a fragile and uncertain state. Heading into 2021, consumers are still adjusting to pandemic life. For marketing leaders, that means paying attention to profound changes in consumer trends, values, attitudes and behaviour, and adjusting brand strategies accordingly. Despite the Middle Eastern consumer being the most positive, their spending patterns have drastically shifted.

VALUE-DRIVEN CONSUMER

The average Middle Eastern consumer is now more price-conscious and is increasingly looking for ways to save. They expect brands to show that they care by adding value and addressing the immediate basic needs and concerns, research indicates that brands that assist their customers during a crisis receive long term brand trust that can easily be translated into brand loyalty. Value is now the top influencer for any purchase, this has heightened the new brands and brand switching in the region. The EY Future Consumer Index reported that 84 per cent of consumers declared that they have also changed the products they buy with a greater focus on value for money, and an increased commitment to consuming locally made products.

As consumers re-evaluate their approach to personal consumption and adopt new habits, preferences, and attitudes for the future, companies will also need to ensure that their products meet expectations to either maintain or brand loyalty. This will have a pivotal impact on consumption patterns and consumer identities over the next few years.

THE INDOOR/OUTDOOR WORLD MERGE

Travelling has been part of the Middle Eastern lifestyle, however, there has been trading down of international travel for local tourism to re-explore the Gulf until it is safer to travel beyond its borders. The pandemic has also intensified technology use with a stronger appetite for online streaming, restaurant delivery, grocery delivery, video chatting, remote learning and working and online fitness. These digital activities are expected to be form part of the everyday lifestyle. The new consumer now wants to have a full lifestyle both indoor and outdoor, brands that can enable this will be the led customer experience in 2021.

TLC Marketing has conducted research in the various consumer groups in the Middle East and adopted their data-led solution of EXPERIENCE-LED REWARDS to help brands reconnect with their customers in 2021. The company has a wide range of affordable EXPERIENTIAL REWARDS available for customers. These rewards can be tailored to your different target markets considering their different lifestyle and aspirational needs together with the effects of the pandemic.

 

Call us today on +971 (4) 429 5899 or email us at talk2us@tlcmarketing.com and reconnect with your customers while you achieve your bottom line.