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Written by Eric Mirabel<\/strong><\/em><\/p>\n Arab Luxury World, the region\u2019s largest conference on the business of luxury, took place on 1-2 June, 2016. OMD was present throughout the event with speakers participating in numerous panels and seminars. Here, we bring you all the insights and driving themes from this year\u2019s edition.<\/p>\n Luxury across generations in the Arab world<\/strong><\/p>\n What are Arab Millennials looking for when it comes to luxury and how do they differ from Generation X? This was the focus of a private break-out session hosted by OMD, featuring key insights from our research study on the subject. Maya Bou Ajram, OMD\u2019s Senior Director-Planning on the LVMH portfolio, presented the findings and then introduced a panel discussion with marketing leads from Infiniti and Ahmed Seddiqi & Sons. \u201cWe wanted to understand key differences across generations \u2013 how they differ in terms of consumption, motivation, influence and media triggers \u2013 and ultimately learn how we can better influence desire for luxury,\u201d said Ajram about the study. \u201cMillennials do make more emotional purchases while Gen X is driven by a need to replenish or enhance their existing collection. Millennials are about aspiring to be who they are while Gen X are validating who they are.\u201d<\/p>\n Effective data management<\/strong><\/p>\n The conference featured a panel discussion on the effective use of CRM and omni-channel planning to develop smooth customer journeys. OMD\u2019s Head of Analytics, Walid Hadid, was one of the speakers and he opened the discussion by describing the transformation of data across the decades, from slow-moving data collected in a notebook in the \u201960s to the rapidly changing data we collect from digital platforms today. \u201cSocial engagement with content changes massively and rapidly. The role of us as marketers today is to decipher that data and link it together in order to allow brands, and particularly luxury brands, to compete more effectively in a crowded marketplace,\u201d said Hadid.<\/p>\n Digital trends for luxury<\/strong><\/p>\n This year\u2019s digital strategy panel featured Stanislas Brunais, OMD\u2019s Head of Performance Marketing, who explained how digital now acts as the first touch point in the purchase journey for luxury consumers. Francesca Ciaudano, Deputy General Manager Marketing & Public Relations at Infiniti Middle East, further emphasized that 96% of consumers start their search online, hence the importance of adopting a multi-channel approach in today\u2019s environment. Jean-Pierre La Calvez, Head of Global Alliances, Partnerships and Customer Marketing at HP Inc. added to this, stating that technology impacts the whole value chain today, including product creation, supply chain management and consumer engagement. \u201cLuxury brands have prided themselves on personal relationships and technology enables that personalization on digital,\u201d audiences heard.<\/p>\n The rise of influencers in the region<\/strong><\/p>\n Given the massive rise of influencers in this region, the conference featured a dedicated panel to discuss the value and ROI generated from this channel as well as best practices. OMD\u2019s Senior Director, Maya Bou Ajram, was one of the panelists and shared key insights from regional campaigns she has executed for brands such as Sephora. \u201cIt\u2019s not about the number of followers an influencer has but rather, it\u2019s about marrying brand values with that of the influencer,\u201d stated Ajram. \u201cThe influencer should reflect exactly who I am as a brand. Authenticity is key and brands should not force content on influencers; this is something we struggle with in luxury. Instead, we need to share our DNA and co-create content with them.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":" Written by Eric Mirabel Arab Luxury World, the region\u2019s largest conference on the business of luxury, took place on 1-2 June, 2016. OMD was present throughout the event with speakers participating in numerous panels and seminars. Here, we bring you all the insights and driving themes from this year\u2019s edition. Luxury across generations in the […]<\/p>\n","protected":false},"author":2,"featured_media":311,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[66,63],"tags":[],"post_folder":[],"class_list":["post-310","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mena-news","category-news"],"acf":[],"_links":{"self":[{"href":"https:\/\/omnicommedia.com\/mena\/wp-json\/wp\/v2\/posts\/310","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/omnicommedia.com\/mena\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/omnicommedia.com\/mena\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/omnicommedia.com\/mena\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/omnicommedia.com\/mena\/wp-json\/wp\/v2\/comments?post=310"}],"version-history":[{"count":0,"href":"https:\/\/omnicommedia.com\/mena\/wp-json\/wp\/v2\/posts\/310\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/omnicommedia.com\/mena\/wp-json\/wp\/v2\/media\/311"}],"wp:attachment":[{"href":"https:\/\/omnicommedia.com\/mena\/wp-json\/wp\/v2\/media?parent=310"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/omnicommedia.com\/mena\/wp-json\/wp\/v2\/categories?post=310"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/omnicommedia.com\/mena\/wp-json\/wp\/v2\/tags?post=310"},{"taxonomy":"post_folder","embeddable":true,"href":"https:\/\/omnicommedia.com\/mena\/wp-json\/wp\/v2\/post_folder?post=310"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}