Campaign Spotlight: Mall of Emirates Designs App to Meet Needs of Chinese Shoppers

A screenshot of the Mall of Emirates shopping mall app.

A screenshot of the Mall of Emirates shopping mall app.

Mall of Emirates had affluent outbound Chinese tourists in mind when creating its new visitors app, now available in the Apple app store. The Mandarin guide to Dubai’s massive shopping, dining, and entertainment resort gives its Mandarin-speaking users access to information on more than 630 international brands, including a theater, arts center for families, and a ski school.

A screenshot of the Mall of Emirates shopping mall app.

A screenshot of the Mall of Emirates shopping mall app.

The Dubai Department of Tourism has been working hard in the past year to foster relationships with China, so it comes as little surprise that the popular mall is seeking to increase its sales revenue by connecting its mobile Chinese shoppers to its new Luxury Fashion District. The app provides information on the more than 80 brands within this district in addition to a currency converter and tip calculator to help streamline Chinese visitors’ experience. The app also boasts features that allow Chinese travelers to plan a well-rounded vacation in Dubai by providing a trip organizer, sightseeing tips, as well as information on tours for VIPs.

A screenshot of the Mall of Emirates shopping mall app.

A screenshot of the Mall of Emirates shopping mall app.

While the app mirrors its English version, Mall of Emirates continues it customized services for Chinese travelers offline, by providing Mandarin speakers with special offers and ensuring that all of its stores accept UnionPay. In February, the CEO of Dubai Tourism signed an agreement with UnionPay’s chief branding officer to create further marketing opportunities between parties, looking ahead to a goal of bringing in 20 million Chinese tourists per year by 2020.

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