Interview: Bader Al-Darwish, Chairman and Managing Director, Darwish Holding, on evolving preferences and omnichannel integration
How is the luxury retail segment evolving in response to a shift in consumer preferences, driven by younger, more digitally connected shoppers?
BADER AL-DARWISH: While exclusivity, craftsmanship and quality remain essential, younger consumers seek more personalised, tech-enabled experiences and brands that reflect their identity and values. There is a clear shift – stores like Fifty One East, Qatar’s oldest department store, are evolving to integrate immersive digital touchpoints and seamless online shopping experiences while maintaining the exclusivity and heritage for which they are known. Storytelling, personalisation and curated events for brands like Rolex, Chanel, Boucheron and Tudor are central to engaging with loyal customers from different generations. Digitally native consumers expect a seamless dialogue between the online and offline worlds. As preferences evolve, responses must be thoughtfully curated – whether expanding digital experiences, tailoring VIP services or enhancing in-store environments. This measured approach helps luxury retailers maintain a balance between tradition and transformation.
Which steps are leading retail operators taking to integrate omnichannel strategies, and how is this influencing customer engagement and loyalty?
AL-DARWISH: The focus has shifted from simply maintaining an online presence to creating a unified customer journey that connects in-store experiences with e-commerce, mobile apps and social media platforms. The omnichannel approach emphasises both personalisation and convenience. Customers of stores like Fifty One East or Fnac, might begin their journey online – browsing collections, booking consultations or checking availability – and complete it in store, where the experience is elevated through expert service and curated environments. This integration fosters customer loyalty by meeting them where they are, delivering consistency and offering flexibility through click-and-collect services, real-time inventory visibility or targeted loyalty programmes. Leveraging data analytics to tailor experiences and strengthen long-term engagement is also becoming increasingly important.
What impact has the significant growth in e-commerce sales in recent years had on brick-and-mortar retailers’ long-term strategies?
AL-DARWISH: Rather than competing with online channels, brick-and-mortar shopping is being reimagined to complement and enhance them. Physical stores remain central but their role is evolving. They are now experiential centres where customers connect with products, people, stories and brand values. In the long term, integrating physical locations with digital capabilities will enable real-time inventory updates, seamless cross-channel fulfilment and personalised in-store experiences informed by online behaviour. The continued advancement of e-commerce has pushed the domestic market to become more agile, data driven and customer centric.
Where do you see the most promising opportunities for retail expansion?
AL-DARWISH: Sustained population growth, rising disposable incomes and a national strategy that prioritises tourism and service sector development are fuelling opportunities for expansion. The country’s growing appeal as a regional lifestyle destination – supported by world-class infrastructure, international events and a stable business environment – has created fertile ground for innovation in retail.
One of the most promising areas is the development of lifestyle-oriented destinations that combine retail with leisure and dining. Consumers today are looking for more than just transactions – they are seeking experiences. This opens the door for retailers to curate engaging environments that blend physical presence with digital interaction and a sense of community.
