When temperatures soar in the Middle East, families flock to the air-conditioned refuge of state-of-the-art malls. But they no longer just come to “buy stuff” – they want to stroll, browse, dine out, watch movies, play arcade games – even ski. An emphasis on events and quality mall entertainment is also helping to make malls the hub of the local community – a place to share quality time with friends and family, and not just wolf down a meal at the food court.
This seismic new consumer shift was quickly recognised by Majid Al Futtaim (MAF), the leading owner-operators of retail, shopping mall and leisure destinations in the Middle East and North Africa. With fierce regional competition for customer footfall and loyalty, MAF realised that savvy customers now demand “more than just shopping”, they expect great places where they can meet, socialise, eat, relax, and be entertained with family and friends. In response, MAF introduced a litany of innovative new leisure and family entertainment concepts such as the iconic Ski Dubai, Wahooo! Water Park, and Magic Planet as key ingredients of their total shopping, leisure, and entertainment strategy.
We were commissioned by MAF to fill a number of key leadership roles to help realise their new vision for the Leisure & Entertainment business. The locations of these posts and the specific host brands varied, but the common requirement was to identify and attract the best talent from around the world who could help MAF create great moments for everyone, every day.
Our ability to attract exceptional people who were motivated to relocate and “hit the ground running” in a new international environment helped MAF to raise already high operational standards, increase customer satisfaction, and deliver a world-class guest experience. In addition to re-enforcing their position as a clear market leader in this highly competitive sector, it also helped their succession planning process and strengthened their reputation as one of the world’s most attractive international employment brands.
Thanks to ever-growing consumer demand, incredible architectural engineering, and a willingness to invest in resources and talent on a grand scale, MAF have successfully redefined the customer experience in the Middle East, where shopping malls are now palatial social hubs, and a winter wonderland can rise out of the desert!
“Over the years, I have had the pleasure to see a business relationship evolve into a personal friendship. That is RMC. They put a personal touch into everything they do. I worked with them both as a client and a candidate and I can testify that they always remain true to their philosophy: putting the people at the heart of things.”
Chief Executive Officer, Majid Al Futtaim Leisure & Entertainment