Dubai tops world in tourist spending


Dubai no 4 as destination in the world by overnight visitors in 2018 and no 1 in the world for average tourist spending with 553 USD per person way ahead of Paris which is no 2 with 296 USD spending per person.

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Zero and Proriented signed an MOU to bring innovative solution in the UAE



Article by Andrea Zaffin

We are pleased to announce that Zero and Proriented has signed an MOU to bring innovative solution to develop aeroponic vertical production in the UAE.

Zero is a pioneering company in developing advanced technology to enhance production of high quality fresh food in territory with adverse climate conditions such as extreme temperatures, water scarcity and unfriendly soil.

The choice of UAE as a strategic market to lead the development of this technology in the Middle East is the result of environmental conditions that make this technology highly suitable in this region as well as a strong focus of UAE on innovation and sustainability.



Hypermarket retail vitality

Article by Andrea Zaffin

When I arrived in 2000 in Dubai, “the destination” for shopping was Deira City Centre. The attractiveness of the place was phenomenal being the first modern centre with anchor brands (Ikea, Carrefour, Plug Ins, Zara) under one roof.
Carrefour particularly has always amazed me being a retail format in my opinion way more than just a hypermarket.
One thing was the capability to innovate and adapt with market trends not only in food but for example in mobile business when this category started booming in the early 2000.
Yesterday after some time I was touring with the usual affection the place and I found out that the toy area became a real Kids Club (a must for anyone who lives or visits Dubai with kids!)
After 18 years this place keep showing an amazing capability to reinvent its proposition.
Definitely I will make sure to walk through more often to enjoy the dynamic product offer and the positive energy of the crowd.
For whoever needs reassurance about the vitality of retail in Dubai I strongly recommend to join.

Dubai Retail in Dubai

Dubai: The Ultimate Retail Destination

Dubai Retail in Dubai

Andrea Zaffin, Founder and  Managing Partner of Proriented, comments the Article “Dubai’s Retail Space to Surge by 50% in Three Years, CBRE Says”

Normally I am not so inclined to easy going optimism so reading the article at the beginning I was pretty doubtful too of all what is going on.

On the other side having being 18 years in Dubai and having experienced the amazing transformation of the city I started turning my thoughts imaging that this huge increase of retail space actually can be a challenge but also a phenomenal opportunity for Dubai to upgrade commercial real estate and correctly as mentioned in the article to requalify underperforming retail areas to new destinations.

It is true that what is going on is truly massive, it is also true that Dubai proved over the years to have an amazing capability to cope with challenges that initially were looking unachievable.

One for all the ambition to become the biggest international airport in the world headquartering the biggest international airline of the world ….bigger than Heathrow bigger than British Airways….unthinkable 15 years ago….well mission successfully accomplished a few years ago! (ok ok I know I am talking about transportation vs retail it is different ….Yes you are right….However, the spirit driving the ambition to succeed is the same!)

Yes, the challenge this time seems again too big…. the vision first and the execution after to deliver a massive wave of modern new retail space to lead Dubai to become the ultimate global retail destination ….no matter what I definitely love Dubai taking this challenge …..and looking forward to the next one!


About Proriented

We are a task force including high-level professionals who operate within your organization and are focused on managing and promoting interests in the territory. At PRORIENTED we strive to innovate and to enhance development. We endeavor to succeed by blending professionalism and mindset coming from a structured corporate environment with agility and entrepreneurship that are typical of SMEs.
Retailing in the Middle east

Retailing in the Middle East: How to recapture profitable growth

Retailing in the Middle east

Comments by Andrea Zaffin

I started reading this McKinsey article ready to see the usual cliche’, the reality is that this a superb piece of analysis straight to the point and most surprisingly pointing out so clearly and simply the cause of sleepless nights for many business people in the region (and frustration for people in headquarters) in the last two and half years.

The funny part is that the cause is very evident to everyone but few ones have had the good sense to admit it: Middle East is going through some normalization after years of above average growth.

The entire region is coming from a prolonged favorable macroeconomic environment over the past 15 years (ok we had a tough 2009 in between) with high spending levels which drove retailers between 2011 and 2015 to have “above-average revenue growth, margins, and returns”

Imagine being on a bicycle and having a great ride downhill… so good!

But downhill cannot continue forever and suddenly a steep uphill came up which would be a challenge for any well trained athlete (imaging for those ones who did not build any muscles in years of easy downhill!)

Costs are increasing, possibility to charge higher prices is vanishing, consumer disposable income is not growing and competition is tougher both offline and online.

It is clear that a strong action is required to get fit to sustain overcoming the steepness. In this regards I’d like to focus on one critical aspect highlighted in the article which I really find enlightening looking at building “distinctive value proposition for customers”

“A consumer-centric assortment is one major component of a distinctive customer value proposition. Too often, retailers make supplier-centric assortment decisions—they stock the products and brands that their favored suppliers offer or that are sold at the best prices by their suppliers.”

Here the point: what about the suppliers? Are they mature and ready to partners with retailers to work hand on hand to create “a customer-focused assortment, a finely targeted pricing and promotions model, and seamless omnichannel services”?

Basically we are talking to change a business attitude built on years of successful simple top down to a bottom up approach which is definitely more complex and not necessarily more productive given the market scenario.

Nevertheless the new challenging environment is also an opportunity especially for companies yet underdeveloped since the shift is tackling the status quo opening up space for new or late players in the region.

In this scenario Know-how is and will be even more critical to activate valuable bottom up.

To conclude it is evident that having the right local expertise and competence to drive your decision making process is vital for your business in the Middle East particularly today when we need to overcome the steep uphill we are all facing.

A key point about sourcing seniority is that hiring full time senior executives is often not sustainable for many regional organisations given the limited size of local business with pressure on margins and operational costs increasing nowadays.

To move out from the impasse organisations need value added solutions to source senior expertise and competence while having flexibility and cost effective solution that can be functional to drive the business uphill.

The good news is that today this is possible thanks to innovative solutions.

WOULD YOU LIKE TO LEARN MORE ABOUT? Visit our value proposition page.


Country Management

Innovative country Management solutions to acquire Senior experience and Expertise at the right cost


Over the past 10 years there has been a tremendous increase of amount of information available to everyone thanks to new technologies.
This has clearly increased level of transparency basically reducing price disparity across different markets (I think especially on durable consumer products). This a process still ongoing however we all are better informed and more critics about paying a certain price for goods and services we purchase.

This means that in principle gross margin level overall is getting more aligned in most of the markets.

On the other side what is still different is the cost of operations which has substantially increased in many countries and today it is a higher barrier to establish a presence in certain markets.
The pressure on gross margin is making this scenario even more complicated.

In this situation the right question to any organisation is not IF to have a local presence in the market but HOW to effectively and efficently operate locally.
Well, keep doing in the same way as always done for the past years definitely is not the right answer!

The good thing about tough situation like today in many markets is that often there is no choice either you “make it or break it”.
And “to make it”…. organizations have to find innovative approach like for example alternative solutions to acquire the needed senior managerial experience and expertise paying the right cost.

How much seniority does require your local operations? Do you need a full time senior country manager? Or is it more suitable a trustworthy external director to advise on strategy and guide your team so you can invest more in strong sales and operations resources?

Before there was not much option so if you needed an experienced country manager you had to pay the full price for it.

Today you can have access to alternatives to secure trustable business management seniority with cost effective approach so you can optimise your investment focusing resources on what really matters for your local organization such as business development, account management, merchandising, market know how, customer service.

Evolving markets and shared economy are driving innovation in today’s country management, make sure to leverage that for the future of your business!

Andrea Zaffin
Proriented Managing Partner and Founder

If you want to know more contact us

Jumeirah Bay X2 Tower, 3th Floor - JLT
P.O.Box 126732, Dubai – UAE


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