Kuwaiti Exclusive Pop-up
Working with a large, Kuwaiti conglomerate, our team was tasked with developing a program that generated loyalty for their brands and partners. Knowing and understanding the key demographic - young, Kuwaiti Nationals - was key to our success.
Success was dependent on knowing Kuwaitis - their customs, routines, emotions - everything that drives them to make purchases and invest in services. I spent most of my time in the discovery phase, seeking to fully understand a society that was unlike any I’d seen before.
“When we hear about a new restaurant of a good reputation, we immediately go there. As soon as there is something new, we like to try it … Everyone wants to be the first to know about new brands, new products, etc.”
The buyer’s journey
Kuwaiti’s are obsessed with social media and status. They have some of the most popular social media influencers in the region and their purchases are largely driven by being seen in their very small community. This emotional user journey, based on extensive research, shows the highs and lows of a purchase.
Exclusivity, status, luxury – these are important in Kuwaiti society and the pressure to have it all is relentless. Parents, Grandparents, friends, and family are pressuring you to have the best because it sheds a positive light on the family as a whole. This was integral to our ideation phase and led to a significant amount of ideas.
Ultimately, our decision to move ahead with one in particular depended on one insight especially – young Kuwait Nationals are bored.
“[in Kuwait] what cars you drive, where you travel - everything has to show you’re a big deal; show off how rich you are or how fun you are.”
What do you do for fun in a society where you can’t drink, can’t dance, and can’t kiss in public? In Kuwait, the most popular activities are going to the mall, hanging out in cafes, or eating in restaurants. Concerts rarely occur, museums aren’t prevalent, and few movies make it there.
Taking this into account alongside the importance of exclusivity, status, and luxury, we developed a concept for a pop-up generator that would drive loyalty. Create high-end, brand-led, experiences that last for a limited time – and only let in members of your exclusive loyalty program.
This pop-up experience is largely driven by social media influence and utilizing the region’s top influencers was important. Including top luxury brands that aren’t typically available in the region would drive hype and push people to spend more at loyalty program stores to level up and get access to the experiences.
“I follow all my favourite brands, Bloomingdales, Neiman’s, Chanel. If I’m at the mall buying something, I’m on my phone looking for new things and better deals.”
How did it go over? This is what our Concept Research Interviewees had to say:
“I like that it is something new. We don’t have in Kuwait places like that… it’s always the same restaurants, the same places… there are three places and we keep going there.”
“I will be the first one to see something, and [that] is very exciting”
“[In this concept, I love that] they care for the members, they make you feel special, they deal with you as if you were famous”
Involvement: User research and recruitment, user testing, UX / UI design, client workshop organization, copywriting