Wednesday 11 November at 10:00AM

This session will help your British consumer and retail brand, to understand how culture, language, platform behaviour, seasonality, trust, payments and customer experience, influence digital performance.

What you’ll learn

• Adapt international brand positioning for local relevance without creating an inconsistent or fragmented brand.
• Develop culturally appropriate creative and content, considering language, imagery, humour, values, occasions and social context.
• Select suitable platforms and formats based on the audience and purchase journey rather than global channel assumptions.
• Improve digital conversion, including mobile user experience, trust signals, payments, delivery information and customer support.
• Build a test-and-learn launch programme, using local research, content testing, media data and customer feedback.

Description

The GCC has highly connected consumers, advanced digital infrastructure and rapidly developing retail and payment ecosystems. However, international brands can struggle when they treat localisation as translation, or assume that the same content, creativity and customer journey will work across every market.

Speakers

Hady Elshazly
Senior Marketing Manager, Domino's Pizza | GCC & Pakistan

Hady leads on marketing for Domino's Pizza across GCC & Pakistan, driving strategy across UAE, KSA, Qatar, Bahrain, and surrounding markets.