KEY TAKEAWAYS GITEX DUBAI
Our Main Insights from the Gitex Event and Market Visits in Dubai
Our recent visit to Dubai offered numerous opportunities to gain a better understanding of the local market and its dynamics. As the leading economic hub of the Middle East, Dubai opens up exciting prospects, especially for cloud- and software-focused companies as well as the retail sector. In addition to intensive networking at the Gitex technology fair and visits to major retailers, we gained valuable insights into local strategies that are particularly relevant for tech companies and retailers.
After intensive discussions and numerous store visits, here are the key learnings and actionable recommendations:
1. Regular On-Site Presence Pays Off:
Dubai shows that long-term partnerships are best strengthened through regular, personal visits. Gitex offers an annual platform for this purpose, and the expansion to Berlin in May 2025 opens a new connection to Europe.
2. Exclusivity is Essential in Retail:
In collaboration with major retailers like Sharaf DG, product exclusivity is critical. Dubai Duty Free and Sharaf DG favor brands that offer an exclusive shopping experience before expanding to other markets.
3. Strategic Development of Distribution Networks:
The right choice of distributors is crucial for sustainable market development. In the B2B sector, Mindware has proven to be a reliable partner, while Shift is relevant for multi-channel retailers, and ABM is recommended as a leader in "Retail as a Service" for retail spaces.
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4. Promoters as Key Sales Resources in the Middle East:
Locally trained promoters are important for directly addressing consumers. They earn between 700 and 800 USD per month, with additional incentives up to 2000 USD – a worthwhile investment to strengthen brand presence.
5. Market Insight: Experiential Marketing as a Key in the Middle East:
Through agencies like Avantgarde, a comprehensive marketing plan can be developed to specifically target local consumer groups. Experiential marketing strategies offer a way to stand out from the competition.
6. High Potential for Meta-Experience Zones:
Dubai offers numerous premium locations for interactive product zones that can be rented exclusively. Sharaf DG, for instance, is planning new Meta-Experience Zones, ideal for tech companies to showcase products through immersive experiences.
These insights provide valuable approaches to strategically and profitably accessing the growing Middle Eastern market.
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EUROPEAN RETAIL CHECKLIST
Tapping into the European retail market requires careful planning. From regional customization to certifications and strategic pricing, every detail is important to avoid problems like grey imports. Our European retail checklist is your essential guide to overcoming these challenges and building a strong market presence. Are you ready for success? Start with the checklist!
Mastering the complexity of entering the European retail market
Entering the European retail market can be a complex undertaking as the region is diverse and decentralized. It is crucial to deal with important aspects such as regional customization, certifications, pricing, POS display guidelines and quick access to decision makers.
Failure to consider these factors can lead to problems such as gray imports and price dumping, which can severely damage a brand's reputation. In this diverse market, careful planning and attention to detail are essential to navigate the complexities and gain a foothold in European online and offline retail.
Are You Ready to Enter
European Omnichannel
Retail? This is Your
Checklist:
Regional customization of listing data and content:
Ensure your product listings and content are customized to the specific regions and markets you are targeting within Europe. This includes customizing language, currency and cultural nuances to effectively connect with local customers.
Certifications for omnichannel retail sales:
Acquire the necessary certifications and compliance requirements to sell your products in brick-and-mortar retail stores. This may include meeting certain regulations and standards of the respective region for the product and packaging. For example: CE certificate including WEEE, REACH (Registration, Evaluation, Authorization and Restriction of Chemicals), specific requirements for instruction manuals or declarations of conformity (RED, Rohs, ERP).
Establish a pricing framework with all stakeholders:
Work closely with your distributor and retailers to develop a pricing structure that ensures market stability. Consider factors such as production costs, margins and competitive pricing to find a balance that benefits all stakeholders. The right distributor will already have contracts with your target retail partners; however, their primary focus is not usually to build your brand.
POS & channel marketing materials:
Research and prepare the ideal point-of-sale (POS) materials, including the right display sizes for each retailer, proven material types and set-ups. This will help maximize the visibility and impact of your products at store level, leading to increased sales and brand awareness. Especially when entering highly competitive or new product categories, the impact of channel marketing on sales cannot be underestimated.
Direct access to key decision makers:
Develop a streamlined approach, particularly through key account management, to reach key decision makers within retail organizations. Building relationships with these individuals can significantly speed up the process and open doors for potential partnerships. Decision makers and opinion leaders are not only located at headquarters, but can also be regional managers.
If you consider these essential points on your checklist, you will be well prepared to successfully enter the European retail market. Remember that thorough preparation and strategic alignment with local requirements and stakeholders are key to establishing a strong presence and achieving long-term success.
Download the complete retail checklist as an overview and start optimally prepared in the European market!
