Today, e-commerce is the captain of global retail growth and is growing at 24% annually in the UAE. After the Covid-19 pandemic, there have been considerable changes in the shopping habits of consumers in the region. Consumers are spending more time on e-commerce channels and this has been a big challenge for the fragrance industry. Lattafa uses a hybrid marketing strategy that relies on multiple and varied mediums to stay in touch with its customers. Its new strategy has been to use dual channels – modern retail platforms and digital/e-commerce platforms – which provide a better way to serve its customers.
Today, Lattafa is present on major e-commerce portals such as Amazon, midi and DubaiStore as well as Sharaf DJ and Tradeling. Additionally, Lattafa has developed its own e-commerce platform (www.lattafa.com) to provide its customers with the full range of Lattafa products that can be purchased online from the comfort of their own homes.
“At the end of the day, there is no silver bullet in digital marketing strategy,” says Emaan Shoaib, Modern Commerce and E-Commerce Manager at Lattafa Perfumes. “At Lattafa, we believe in understanding our customers’ needs and enhancing their experience through targeted and innovative marketing initiatives.”