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.
