Assignment - Dubai Mall Case: Submitted By: Hamza - 14154

Assignment – Dubai
Mall Case
Submitted by: Hamza - 14154
The case of Dubai Mall has a significant importance as it contains different Retail Mixes. At over 12
million square feet (equivalent to more than 50 soccer fields), the Dubai Mall is the largest shopping
mall in the world based on total area. The mall being this huge in space, it attracts international outlets
and provides them with a Retail Store.
In the past few years, Retailing was known as having price tags on the products and displaying them
on the stores, at max. Now, it is about inspiring people to come out of their homes and pick what they
want. The attention that was put on inventory previously is now diverted towards the customers
(Dealing with them and making choices for them). In the era of power centers and online retailers, the
environment has become extremely competitive for shopping malls in attracting customers.
The basic theme that retailers and shopping mall owners use now is the mix of retailing and
entertainment (Retailtainment). It is a practice of attracting customers on the basis of entertainment
and dining. These days the shopping perspective has become family oriented and for youth it has
become a practice to kill time. Retailtainment has become a widely used practice all around the world
and is a distinguishing factor among the shopping malls and online Retailers. Dubai Mall is in
accordance with the trends of Retailtainment environment and is offering Olympic size ice rink,
Aquarium, Discovery center, indoor themed park “Sega Republic’ and huge fashion avenue dedicated
to international brands along with a platform for fashion shows. Retaitainment has become a driver
and motivating factor for shoppers to come out of their homes and visit shopping malls. Apart from
this, the purpose of cross shopping is also fulfilled at Dubai Mall.
Even though managing Retail complex and Retailtainment overshadows the importance of selecting a
location for the mall but still it remains a key factor in determining the success and failure of a Retail
store. Dubai Mall’s strategic location gives it an edge which no other competitor would ever achieve.
It is situated around 5 star hotels and beside the tallest building in the world (Burj Khalifa). The key
point to note here is that Dubai is known for tourism and 5 star hotels along with one of the largest
malls and Burj Khalifa would be an ideal spot to stay for the tourists. This is indeed very helpful for
Dubai Mall in generating traffic and attracting a large number of customers. On the other hand Dubai
Mall is an out of town Retail store for the tourists and according to a study when consumers go to an
out of town malls/Retail stores, they are on a mission to spend money.
Finally, Spatial interaction theory works best for the Dubai Mall. It states that consumers will not
always go to the closest shopping area that will give them the products they need, but will sometimes
sacrifice longer distances in order to go to a larger shopping areas with more options. This theory puts
emphasis on the assortments and variety that Dubai Mall holds. Since it has even those international
stores which other malls don’t, so it has become a source of attraction to even those who live far away
from that mall and are willing to sacrifice the notion of time and distance for the shopping experience
at Dubai Mall.
Apart from all the factors of Retail mixes mentioned above, the variety that Dubai Mall offers is the
most important and distinguishing factor. We can see that Retailtainment and location perspective
are those which everyone follows these days but the notion of having variety that other stores have
along with additional variety in terms of international stores which other Retailers don’t have is a
competitive advantage which cannot be overshadowed easily.
As Dubai Mall has become the center of attention in the Middle East caters to individuals with various
cultures and ethnicities as it caters to a large number of tourists as well. Therefore, the strategy to put
in a large variety and assortment stands out among the other factors of Retail mixes.

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