Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • March 2023
  • Case
  • HBS Case Collection

Majid Al Futaim: Adapting the Shopping Mall to the Digital Era

By: Antonio Moreno and Gamze Yucaoglu
  • Format:Print
  • | Language:English
  • | Pages:24
ShareBar

Abstract

The case opens in August 2022, as Ahmed Galal Ismail, CEO of Majid Al Futtaim Properties and Fatima Zada, digital and omnichannel director at Majid Al Futtaim Shopping Malls, go over the plans to roll out the omnichannel mall offering for the Mall of the Emirates they have been piloting for the past six months. The Mall’s omnichannel transformation had been propelled by the COVID-19 pandemic and aimed at enabling customers to shop both online and offline, while redefining the mall’s value proposition and its business model.
The case takes the reader back to the founding story of the Majid Al Futtaim Group, its culture and vision. The case also provides an overview of the Group’s successful digital transformation journey as well as its omnichannel transformation of its retail business. The case also provides a detailed overview of changing customer habits and shopping preferences, the different kinds of players competing for customers’ share of wallet, and the evolution of the role of the physical shop from a point of sale to a point of experience.
The case puts the reader in Ismail and Zada’s shoes, who have been trying to physically, digitally, and commercially to better serve both the customers and the mall tenants. The pandemic had forced even the most digitally conservative tenants to reconsider the extent of their digital offering, thus creating the perfect backdrop for an omnichannel transformation. Ismail and Zada knew that they needed to transform the value proposition to update the business model for the malls to survive in the digital area. They needed the figure out a sustainable and profitable way to do it.

Keywords

Business Model; Strategy; Information Technology; Technology Adoption; Value Creation; Competition; Expansion; Profit; Corporate Strategy; Retail Industry; Real Estate Industry; United Arab Emirates

Citation

Moreno, Antonio, and Gamze Yucaoglu. "Majid Al Futaim: Adapting the Shopping Mall to the Digital Era." Harvard Business School Case 623-051, March 2023.
  • Educators

About The Author

Antonio Moreno

Technology and Operations Management
→More Publications

More from the Authors

    • March 2023
    • Faculty Research

    Mirakl: Growing The Marketplace Economy

    By: Antonio Moreno, Santiago Gallino and Emilie Billaud
    • February 2023
    • Faculty Research

    Adyen: Reshaping the Payment Ecosystem

    By: Marco Di Maggio, Antonio Moreno and Elena Corsi
    • October 2022
    • Faculty Research

    Volt Lines: Leading a B2B Service Provider through a Crisis (C)

    By: Navid Mojir and Gamze Yucaoglu
More from the Authors
  • Mirakl: Growing The Marketplace Economy By: Antonio Moreno, Santiago Gallino and Emilie Billaud
  • Adyen: Reshaping the Payment Ecosystem By: Marco Di Maggio, Antonio Moreno and Elena Corsi
  • Volt Lines: Leading a B2B Service Provider through a Crisis (C) By: Navid Mojir and Gamze Yucaoglu
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College