The Tiktok Shopping Season Q4 2024

The Tiktok Shopping Season Q4 2024
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Updated 02 October 2024
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The Tiktok Shopping Season Q4 2024

The Tiktok Shopping Season Q4 2024

Winning Saudi Arabia’s ‘Golden Quarter’ requires strategies for the always-on digital shopper

Consumer behavior in Saudi Arabia is increasingly driven by technology, turning every moment into a potential shopping opportunity. No longer confined to specific times, days, or locations, today’s Saudi shoppers engage with brands whenever and wherever it suits them through their smartphones. This transformation into an “always-on” shopping culture, fueled by the rapid growth of e-commerce, signals promising growth for brands. As we enter Q4, the “Golden Quarter” of the shopping calendar, brands that capitalize on this shift with sustained, meaningful digital marketing campaigns can create lasting benefits and customer loyalty well beyond this peak period in the Kingdom.

The Golden Quarter spans from October to December and is defined by eagerly awaited shopping events such as Black Friday, Singles’ Day, and Cyber Monday. These events give consumers the chance to explore new brands and products at attractive prices. For Saudi Arabia’s digitally savvy population, this period holds particular significance as it blends global shopping phenomena with local traditions and national celebrations. This creates a dynamic and culturally charged shopping landscape during the busy season.

Digital platforms are reshaping how consumers discover and purchase brands 

Digital platforms like TikTok, which are seeing a significant rise in Saudi users who hold substantial purchasing power, are playing a pivotal role in shaping how Saudi consumers engage with brands during this quarter. The easy access to information, authentic reviews, and personalized experiences on the platform greatly aids their decision-making process. In Q4 of 2023, shopping-related content garnered over 4 billion video views, and Saudi consumers in particular, spent x1.1 more on average than users on other platforms according to data from IPSOS, indicating that brands on the platform have the opportunity to connect with a highly engaged, ready-to-spend audience. 

But to make the most of the busy season and remain top of mind, brands need to adopt a strategy of quarter-long consistency. This consistently allows them to move beyond seasonal peaks, driving sustained engagement throughout Q4 and beyond, while maximizing return-on-investment. Research shows that brands running TikTok campaigns for over three months achieved a 34 percent higher ad recall and were more than twice as likely to lead to conversions than shorter campaigns.

Brands can leverage the cultural significance of the season to connect with consumers

The Saudi market is shaped by its cultural values, which significantly influence consumer behavior. The combination of events like year-end sales and Saudi National Day during this period naturally boosts consumer interest and further drives purchasing decisions. Brands on TikTok have been leveraging this cultural consciousness by launching campaigns that build personal connections with their audience during this time. By focusing on local interests such as food, fashion, and travel, and collaborating with regional content creators for authentic and shareable videos, successful brands have built a sense of community and pride, leading to higher engagement and stronger brand loyalty.

Saudi consumers also highly value authenticity and are more likely to engage with content that feels genuine and relatable. Digital platforms like TikTok offer multiple avenues for brands to develop authentic storytelling. A popular strategy for beauty, fashion, and F&B brands during this period is encouraging user-generated content, prompting consumers to share real-life experiences through live-streamed product reviews, behind-the-scenes videos, and user testimonials. Brands also harness TikTok’s blend of education and entertainment to share informative content like tutorials or tips, all of which create a ripple effect of organic, authentic content that promotes the brand in a compelling and impactful way. Marketers that implemented these strategies throughout the Q4 period in 2023 saw a 3.1 times increase in their consumer conversion rates on TikTok.

Native features and trends on digital platforms can boost conversion for brands 

Brands have also been utilizing TikTok’s unique marketing tools and features, such as shoppable video ads and branded challenges, to activate full-funnel campaigns to achieve lasting outcomes. During Q4, when consumers are actively seeking deals and promotions, marketers can use it to drive urgency around limited-time offers and flash sales, creating a direct path from engagement to conversion.

To bring variety for niche communities on the platform, brands can collaborate with TikTok’s creative experts and production partners to produce ads and add-ons quickly, at scale, and within budget. Additionally, they can maximize their resources by using TikTok’s suite of creative tools to transform existing assets into visually engaging creatives. This not only diversifies campaigns but also delivers significant value to consumers, all while maintaining a cost-effective strategy for longer campaigns during this season.

Adapting to evolving consumer behavior is key to lasting brand success

In an evolving market like Saudi Arabia, adapting marketing strategies to keep pace with changing consumer behavior is essential for achieving strong brand recall. With the proven success of quarter-long activation strategies, brands in Saudi Arabia can once again position themselves for a highly successful sales season this year. By seamlessly integrating entertainment, authentic connections, and cultural relevance with commerce into their approach, they can rise above the competition and carve out a desired space among Saudi shoppers during the peak period. In doing so, they are also laying the groundwork for continued success well into 2025.


Carrier opens its new Middle East experience center in Dammam

Carrier opens its new Middle East experience center in Dammam
Updated 11 March 2025
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Carrier opens its new Middle East experience center in Dammam

Carrier opens its new Middle East experience center in Dammam

Carrier in the Middle East proudly announces the opening of its newest Carrier Experience Center in Dammam.

This premier training hub will serve channel partners, customers, and educational institutions across Saudi Arabia, reinforcing Carrier’s commitment to industry development and knowledge sharing. Carrier is a part of Carrier Global Corporation, a global leader in intelligent climate and energy solutions.

Designed to provide hands-on training and in-depth technical knowledge on Carrier’s advanced HVAC technologies, the center offers structured courses, practical demonstrations and expert-led workshops. It will enable channel partners and customers to enhance their skills and stay ahead in a rapidly evolving industry.

Additionally, the center will collaborate with universities and educational institutions, offering specialized programs to equip the next generation of HVAC professionals with essential knowledge and expertise.

“Carrier has always been committed to empowering our partners and customers with the latest knowledge and technological advancements,” said Tony Jabbour, managing director, Carrier Middle East. “The launch of the Carrier Experience Center in Dammam reflects our dedication to strengthening technical capabilities in the region and supporting the future of the HVAC industry in Saudi Arabia.”

The center also features a comprehensive product display showcasing Carrier’s latest HVAC products and solutions. This display enables customers to experience firsthand the cutting-edge technologies and innovations that Carrier offers, helping them make informed decisions about their HVAC needs.

Salman Zebian, general manager, Carrier Saudi Arabia, added: “This new facility will serve as a center of excellence, offering best-in-class training and resources to our partners and customers. By extending our expertise to educational institutions, we are also fostering talent development and preparing future leaders in the HVAC sector.”

The opening event was attended by key customers and Carrier team members, underscoring the company’s commitment to driving innovation and excellence in the region. The Carrier Experience Center in Dammam marks a significant step in Carrier’s mission to enhance industry knowledge and technical proficiency in Saudi Arabia.


Aldar partners with The Digital School to support communities, empower future

Aldar partners with The Digital School to support communities, empower future
Updated 11 March 2025
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Aldar partners with The Digital School to support communities, empower future

Aldar partners with The Digital School to support communities, empower future

Aldar has signed a partnership with The Digital School, a Mohammed bin Rashid Al Maktoum Global Initiative, to support the groundbreaking “Donate Your Own Device” campaign. Aligned with the UAE’s Year of Community, this collaboration underscores Aldar’s unwavering commitment to enhancing digital access to education, ensuring that students locally and internationally have the tools they need to thrive.

The “Donate Your Own Device” campaign is a powerful initiative aimed at bridging the digital divide worldwide by encouraging individuals and organizations to contribute unused laptops, tablets, and other electronic devices. In a world where technology is integral to education, this campaign is creating a path to opportunity for students who lack the necessary resources to access digital learning.

As part of this collaboration, Aldar will contribute AED 500,000 as well as donating used electronic devices from its offices, schools, and communities, promoting a circular economy. This collective effort will not only provide essential tools for online learning but will also empower students to engage with educational content, develop critical digital skills, and unlock their potential for a brighter future.

Faisal Falaknaz, chief financial and sustainability officer at Aldar, said: “Our partnership with The Digital School is a testament to Aldar’s belief that education is a fundamental right and a powerful catalyst for change. Bridging the digital divide is essential in today’s world, and this impactful initiative will enable every child, regardless of their background or circumstances, to access quality education and equip them with the tools they need to succeed. We are not only investing in individuals but also contributing to a brighter, more equitable future.”

Dr. Waleed Al-Ali, secertary-general of The Digital School, said: “Our collaboration with Aldar marks a pivotal step in closing the digital gap and expanding access to digital education for students in need across the globe. The ‘Donate Your Own Device’ initiative goes beyond simply redistributing technology—it’s an investment in the future, ensuring that every student has the opportunity to learn, grow, and thrive in an increasingly digital world.” 

This partnership underscores our unwavering commitment to providing high-quality, flexible education, working alongside dedicated partners who share our vision for a more inclusive and sustainable learning experience.”


Mastercard, LikeCard launch family banking solution to make smart spending simpler

Mastercard, LikeCard launch family banking solution to make smart spending simpler
Updated 11 March 2025
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Mastercard, LikeCard launch family banking solution to make smart spending simpler

Mastercard, LikeCard launch family banking solution to make smart spending simpler

Mastercard and LikeCard, one of the leading platforms of e-commerce prepaid cards in the Middle East and North Africa region, have partnered to launch an innovative family banking solution designed to enhance financial literacy and responsible spending. 

The platform empowers parents and children with a seamless and secure digital banking experience, helping families make smarter financial decisions together.

With AI-powered financial tools integrated into a simple smartphone app, the solution makes it easier for families to track expenses, set spending limits, and teach children essential money management skills. Parents gain real-time oversight, while children develop healthy financial habits through interactive learn-and-reward features.

“At Mastercard, we believe financial literacy is the foundation of economic empowerment. By partnering with LikeCard, we are equipping families across MENA with the knowledge and tools to build responsible financial futures. This solution reimagines banking for the digital age, fostering smarter spending and saving habits for the ‘digital natives’ generation,” said Muhammad Nana, senior vice president, digital partnerships and enablers, Mastercard EEMEA.

The platform’s Earn, Spend, and Save feature allows children to earn rewards for completing chores, set savings goals, and develop responsible money habits.

“LikeCard was founded to bridge financial access gaps with innovative, user-friendly digital solutions. Our collaboration with Mastercard brings an AI-driven family banking experience to the region, empowering families with financial literacy tools while enhancing security and convenience,” said Ammar Alsoos, CEO, LikeCard.

Beyond banking, the solution offers personalized savings opportunities, including cashback rewards and discounts on education, entertainment, health, and virtual investments. Families can also access tailored financial products such as installment plans and lending solutions, making it easier to manage expenses and plan for the future.

By simplifying financial education and embedding responsible spending tools into everyday life, Mastercard and LikeCard are helping families across MENA build a smarter, more secure financial future-together.


Dyson continues its expansion in KSA with Red Sea Mall opening

Dyson continues its expansion in KSA with Red Sea Mall opening
Updated 10 March 2025
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Dyson continues its expansion in KSA with Red Sea Mall opening

Dyson continues its expansion in KSA with Red Sea Mall opening

Dyson is reinforcing its commitment to the Kingdom of Saudi Arabia with the opening of a new Dyson Demo Store in Jeddah, further solidifying the importance of the Saudi market with its growing presence in the region. Opened at Red Sea Mall in Jeddah, the new store will offer immersive experiences that bring Dyson’s pioneering technology to life.

The new Dyson Demo Store will showcase the brand’s full product portfolio, including hair care, floor care, environmental care, and audio innovations. 

Customers will have the opportunity to receive personalized technology demonstrations and expert advice from brand specialists, ensuring an interactive and educational shopping experience.

The Red Sea Mall store in Jeddah opened Feb. 27, spanning 120 sqm and strategically located at the mall’s main entrance, opposite Bateel Café. 

The store features two private styling stations and for the first time in the Kingdom a wash basin. The styling stations are suitable for veiled customers, allowing visitors to trial Dyson’s advanced hair care technology and book styling sessions upon request. 

Stylists will demonstrate the latest products, including the Dyson Airwrap i.d. multi-styler, the Supersonic Nural hair dryer, the Dyson Airstrait and Dyson Corrale cord-free straightener, offering personalized sessions tailored to each visitor’s needs to help them choose which device to take home.

Additional to the styling stations, the store offers customers access to Dyson’s full range of its newest innovations such as the 360 Vis Nav robot vacuum, the Big+Quiet Purifier, and the sleek OnTrac headphones, which offer 55-hour run time.

The new store opening represents another significant milestone in Dyson’s expansion in the Kingdom, following the successful launch of the flagship store in Nakheel Mall, Riyadh last year. 

Dyson remains dedicated to providing consumers with direct access to its cutting-edge technology, creating dedicated spaces for immersive, hands-on experiences. 

The brand continues to focus on enhancing the in-store experience, allowing customers in Saudi Arabia to explore, test, and discover its revolutionary technology up close.

All Dyson’s products are available for purchase online at www.dyson.sa or from Dyson stores located in Nakheel Mall in Dammam and Riyadh, and now in Red Sea Mall.


AUS partners with Group AMANA to drive student development

AUS partners with Group AMANA to drive student development
Updated 10 March 2025
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AUS partners with Group AMANA to drive student development

AUS partners with Group AMANA to drive student development

American University of Sharjah’s Engineering Al Nukhba Program has welcomed Group AMANA, a regional leader in design-build construction, as its newest industry partner. The memorandum of understanding signed between the two parties will offer AUS students professional training, career development and research opportunities, strengthening the link between academia and industry.

The AUS Engineering Al Nukhba Program, designed to foster immersive industry partnerships, gives engineering students a competitive advantage by connecting them with leading firms across multiple disciplines. Through hands-on training, mentorship and research collaboration, the program ensures students are equipped with the practical skills needed to succeed in an evolving job market.

Dr. Fadi Aloul, dean of the AUS College of Engineering, emphasized the strategic significance of the partnership, stating: “Building meaningful partnerships with industry is key to equipping our students with the tools to excel in an increasingly complex and competitive global market.

“Our collaboration with Group AMANA aligns with our vision to produce engineering graduates who are future-ready—combining technical expertise with practical industry insights and leadership capabilities. Together, we are preparing the next generation of innovators who will shape the future of construction and engineering.”

Joe Labaki, chief operating officer, at Group AMANA: “I would like to thank American University of Sharjah for this valuable opportunity to collaborate with the next generation of leaders. This MoU marks a significant step in fostering innovation, knowledge exchange and a shared commitment to shaping the future of engineering.”

“This partnership will help empower these future leaders with real-world insights and hands-on experience. We are excited to welcome them to our sites across the UAE, where they will have the chance to witness the impact of cutting-edge engineering solutions that are transforming the industry,” said Labaki.

Under the agreement, Group AMANA will recruit and train AUS students through several professional development pathways, including internships, graduate recruitment and AMANA’s Graduate Program “AMANA.Seed”— an intensive track designed to develop high-potential individuals for leadership roles within the company.