Fusion boosts retail tourism through the arts
Crowds attend premier at Wafi Malls production; the legend of Khan Murjan.
Fusion Marketing Management has launched a specialist product to help boost retail tourism in the Gulf. It allows retailers to capitalize on the arts within its tourism marketing strategy in order to drive customers to the mall so staying longer, spending more, and returning with friends.
RETA – or Retail Tourism through the Arts is a new concept developed by Fusion, which is the Gulfs leading niche tourism communication agencies. The product provides a program of drama and theatre that is specifically aimed at boosting interest in shopping malls from affluent Arabic and International clients.
Fusion is developing RETA at a time when retail tourism in the UAE is booming. By 2009 Dubai will have a third of all the shopping malls in the Gulf and spending on this sector will rise to $7.6 billion (Dh28 billion). The emirate also plans to open the world’s largest retail development, Dubai Mall -- an ambitious 12.1 million square feet.
The Dubai-based firm has recently staged a successful theatrical performance in Arabic using music and international entertainment at Wafi Mall. This brought to life the story of a 14th Century market Khan Murjan in Baghdad that has been recreated in the centre of the shopping complex. Poetry and acrobatics promoted the souq’s architectural features and historical context, as well as drawing a lot of interests from tourists and media who were led from the performance area to the souq by the acting troupe.
“The stunning performances created a real buzz about Wafi Mall and the new Souq and helped add value for visits to the mall by their loyal customers and attract new interest. The feedback from the Arabic and other customers was outstanding” says Nicki Page Managing Partner of Fusion
Fusion is now drawing from its experience in Dubai and other regions where retail tourism is already well developed including Hong Kong and other Asia-Pacific markets. It is one of the only companies in the Middle East to focus on retail tourism through RETA and how the arts can be used to drive interest in shopping malls.
“Using the arts to breath life into retail is an essential tool. We are surprised that more shopping malls in the Gulf have not used theatre and drama in an originally conceived way to promote their brands,” says Page.
“In the Gulf competition will get tougher as retail space grows. Shopping malls will have to do more to attract tourists and residents,” she explains. “Appealing to retail tourists with the arts is definitely the future. This can be seen with the success of our event at Wafi Mall. For us Malls in the this part of the world are the new Theatres for the people…They act as social centers, a place to be seen, to relax with friends and of course to shop in. They play a vital role in community”
The company is currently forging links between tour partners and shopping malls in a bid to make the connection between holidays and shopping trips more tangible.
Fusion is able to develop an arts program through RETA that is fully integrated into the tourism goals of the client’s retail offering -- a program that not only drives footfall, inspires interest and repeat business but also inspires word-of-mouth interest in the retail brand.
