Picture for illustrative purposes only. ARCHIVE

Dubai-based Majid Al Futtaim, UAE's leading mall operator, has introduced a digital concierge at the Mall of the Emirates that enables shoppers to purchase any product from the mall's 350 local and international brands via WhatsApp. "A shopping mall is no longer a traditional business, but more about experiences. In the past, people used to come, shop and leave. But now it is more experiential," said Fuad Sharaf, managing director for UAE shopping malls at Majid Al Futtaim Properties. "Now, consumers can buy any product from The Mall of the Emirates through WhatsApp where they can interact and communicate with the concierge team. The team can even help customers in purchasing any item from the mall. It is just like the entire mall coming to you," This service, which is currently free in the UAE, will eventually be extended to the entire mall portfolio of the group. Majid Al Futtaim's portfolio of shopping malls consists of Mall of the Emirates, Mall of Egypt, Mall of Oman, City Centre malls, My City Centre neighborhood centers, and five community malls in partnership with the Government of Sharjah. It also operates a portfolio of more than 420 Carrefour stores in over 30 markets in the Middle East, Africa, and Asia. People can scan a QR code in the Mall of the Emirates and on its website to establish a live WhatsApp connection with a mall representative. Once the customer has chosen a product, they can send a photo of it via WhatsApp, and a representative will collect it from the store and arrange for home delivery. To inquire about refunds and returns, customers must contact the store directly. The group is also expanding its online product selection on the Mall of the Emirates website. BKM/ Expat Media
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