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Customers Above Everything : Gulf Marketing Group (GMG)

Customers Above Everything : Gulf Marketing Group (GMG)

Gulf Marketing Group (GMG) Has Become One of the Middle East’s Leading Family-owned Holding Companies, Affiliated With Some of the World’s Most Successful and Respected Brands.


With over 300 stores throughout the UAE and stores also in the Kingdom of Saudi Arabia, GMG is a leading retail group.

With a strong footprint across the UAE and the wider region, GMG is committed to delivering engaging consumer experiences, and this has been its mission for the last four decades. Therefore, while a prime location is essential for capturing footfall, the most important thing for the company is to understand its customers and deliver an omnichannel experience that excites them whether at a mall, a pop-up location or online. Data, in particular, is one of its most valuable assets for optimizing growth and identifying new retail opportunities. GMG also tends to look for long-term partnerships that deliver strong returns on investment for its partners.

Of course, the retail sector – and in turn, GMG brands – have faced an unprecedented situation with Covid-19, and there are many challenges ahead. Mohammad A Baker, Deputy Chairman & CEO of Gulf Marketing Group (GMG), explains: “Governments and businesses across the region are considering the best approach to protect the public’s wellbeing while also keeping the economy stimulated. That is not over by any means, and I do think we have a commitment to upholding the sector’s long-term vitality. We are now entering a period of what many are calling the ‘new normal’. In that sense, one of my top priorities is to engage in cross- industry collaboration. This collaboration
is needed to protect public health but also to support local retailers as they implement their continuity plans. Dealing with fluctuations in consumer footfall, labour requirements, and rescheduled brand campaigns must be done together.”

Retaining its pre-eminent position in the industry means maintaining a service where stocking the latest must-have items remains a key differentiator. But increasingly, the company looks at experiences to differentiate itself, boost loyalty and attract new consumers to its brands. This includes going above and beyond the expectations of customers by concentrating on exceptional service, personalisation and shopping spaces.

“We place a fundamental value on people. It is our people that keep GMG evolving and ahead of market trends. In particular, our people are encouraged to be the change they want to see, to appreciate simplicity as the essence of great ideas, and that no matter what they do, think about the consumer first. These strengths have enabled us to grow and to continue finding success in the market,

Mohammad A Baker, Deputy Chairman & CEO of Gulf Marketing Group (GMG)

Also, at the heart of GMG’s success is its location, Jebel Ali Freezone (Jafza). “As a fast-moving organisation with many brands, stores and partners across the region, being based in Jafza gives GMG the scale and flexibility we need to serve our customers at the high standard we set for our business. We find Jafza to be very welcoming in terms of its service and logistics offerings. We also enjoy excellent facilities and competitive models for business operations,


Baker concludes
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