The Captivating Story of Brand Lebanon
INDEX
02 . BIFEX 2017 07 . LFA Gala 12 . BIFEX 2017 Testimonials 14 . Retail Indicators 18 . Trends & Expansion 22 . New Members
Since its foundation in 2006, the LFA has been steadily gaining in stature. It is now a leading economic organization because of the innovative activities and initiatives that it has undertaken over the years.
The thread that ties all LFA activities, our central message, has always been that the Lebanese need to work together and utilize all their tangible and intangible assets to regain lost opportunities and kickstart sustainable economic growth.
Our partners agree that the LFA has set a very high standard for how a business organization should operate. The LFA pursues, pro-actively and creatively, what could be called a ‘dual approach’. On one hand, it caters to its members’ needs through networking, knowledge-sharing and training.
This message was reinforced through BIFEX, where the LFA projected a vibrant image of the country for the world to see, and unveiled the Brand Lebanon strategy, which aims to unify all Lebanese, emigrant and home-based, and leverage their success and economic power.
On the other hand, the LFA focuses on the role of franchising in the national economy, through lobbying, awareness raising, promotion and useful publications. This ‘dual approach’ is one of the reasons why the franchising sector is considered a vehicle for economic dynamism, modernity, jobs, and a leading exporter of the Lebanese way of life.
The LFA looks forward to starting the Brand Lebanon strategy implementation, with its public and private sector partners, in the coming weeks. Brand Lebanon will transform global perceptions about Lebanon, and even influence the perceptions of the Lebanese… about themselves.
Among all the initiatives it undertakes, however, BIFEX remains the LFA’s top annual event. The Forum encapsulates creativity, aesthetics and knowledge. The evolution of BIFEX mirrors the steady advances that the LFA has made over the years. BIFEX 2017 had a national theme, but with farreaching global consequences. Brand Lebanon: Boosting Prosperity came at a critical juncture for Lebanon, as the Lebanese started to explore the avenues for a better future. ‘Brand Lebanon’ embodies our culture, our collective strengths, our values and our resilient spirit. Those are assets that, if harnessed into a coherent national strategy, could translate into business opportunities, investments, jobs, and prosperity.
The business sector’s vitality and resolve need to be matched with an economic policy that strives to stage the resurgence of an economy of affluence and plenty for all. Such a policy needs to reinforce the foundations of a lasting macro-economic stability by addressing the chronic confusion in public finances and rectifying its intolerable economic and social costs. When the vigor of productive sectors is paired with a cohesive economic and social policy mix, a synergy will emerge that will propel the economy away from its current path of feeble growth and place its on the fast track toward first-world standing. We cannot rebuild a country with small steps… the time is right to make giant leaps. LFA President, Charles Arbid
ISSUE No8 | JULY 2017
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B I F E X
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A Framework for Brand Lebanon PANEL CHAIR: MS. MIREILLE AOUNHACHEM, MAIN ADVISOR TO THE PRESIDENT OF THE LEBANESE REPUBLIC FEATURED PANELISTS: • MR. ALEX WEST • MR. JOAKIM NOREN • MR. TIM WILKINSON • MR. MIKE NITHAVRIANAKIS
Because of the strong correlation between a country brand and economic, cultural and political gains, and because international news about Lebanon are largely driven by events in our troubled region, a national effort needs to be undertaken to “elevate the perception, appreciation and understanding of Lebanon around the world.” The proposed strategy aims to create a single unifying message
in which the Lebanese people can be proud, and with which the public and private sectors can change the perception of Lebanon to encourage FDI, Tourism and Trade from around the world. Our work must be seen to be of benefit to all – by working together we are stronger, by elevating the perception of Lebanon in the eyes of people and businesses throughout the world we will all benefit.
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Global Economic Trends PANEL CHAIR: MR. SAAD AZHARI, CHAIRMAN & GENERAL MANAGER, BLOM GROUP
FEATURED SPEAKERS:
•Mr. Carsten Beck, Towards 2025 – Strategic Megatrends
•Mr. Alan O'Neill, Driving Change: Retailinspired Thinking and Strategies
Mr. Beck and Mr. O’Neill discussed Global Economic Trends and how they affect Lebanon (and the Arab region). They identified key megatrends challenging companies and countries in the coming decade, and proposed strategies and scenario-based planning based on global cases. They also talked about the mindset of the future, with emphasis on organizational consequences and new consumer demands.
Finally, they offered practical tips and case studies to show where global and iconic brands, like Selfridges, have spearheaded change and used it to drive increased sales and profitability.
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Key Retail Leadership Skills PANEL CHAIR: MR. ALAN O'NEILL, MANAGING DIRECTOR, KARA FEATURED PANELISTS: • MR. MAARTEN DE GROOT VAN EMBDEN, The Mall & Department Store Equation • MR. SEAN PILLOT DE CHENECEY, Motivating the Modern Consumer • MR. OLE PETTER NYHAUG, Consumer Trends and Insights Speakers discussed the most important changes influencing consumer expectations, behaviors and needs. They showed how to adapt communication, products and services to succeed in the coming years. Speakers offered inspiring examples of the tools needed to stay relevant, and shared with the audience retail management experience and help us understand the evolution of department stores.
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Why Brand Lebanon – Case Studies PANEL CHAIR: MR. ALEX WEST,
MAKER LONDON
FEATURED PANELISTS: • MR. JOAKIM NOREN, Brand Sweden: Intra-Agency Coordination • MR. TIM WILKINSON, The Importance of a Vision • MR. MIKE NITHAVRIANAKIS, Promoting Business and National Brands Speakers presented case studies on major projects they had worked on, giving examples from Kuwait, the UAE, Sweden, Great Britain, and other countries.
stakeholders, public and private. They also described the types of events, local and international, that help to promote a national brand.
Their key message involved the importance of a country vision, in the context of building a national brand…, and how synergies are established with
Finally, what we learned from country case studies is that collaboration between the public and private sectors is crucial for developing Brand Lebanon.
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MasterClass: Using KPIs to Drive Sales TRAINER: MR. ALAN O'NEILL | MANAGING DIRECTOR | KARA With consumption accounting for no less than 70 percent of the country’s Gross Domestic Product, the retail sector deserves specific attention. That is why the LFA gives a lot of attention to ‘capacitybuilding’ and training activities. Key Performance Measures in retail is a very important topic that directly affects the performance of companies in retail. Mr. O’Neill’s master-class revolved around the following: • Introduction to KPIs • Role of the Finance Function in accessing and educating on Big Data • Most frequently used KPIs in retail • Introduction to Commercial Driver
• Using key metrics to double your sales in 2 years
BIFEX 2017 surpassed previous editions and launched a major national initiative that the LFA hopes will be joined by public sector institutions and private sector companies, all of whom could be described as Brand Lebanon Champions.
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LFA GALA: Mediterranean Cruise Night For thousands of years the Lebanese have used the Mediterranean as a launching pad for cultural exchange, travel, trade and adventure... These are the founding blocks of a great civilization.....and the powerful brand Lebanon. The LFA reaffirmed its commitment to Lebanon's global role by staging an unforgettable evening of cultural delights, through interaction with our wonderful Mediterranean neighbors, Greeks, Italians, Spanish, Egyptians, and more..... Prime Minster Hariri's participation, along with senior ministers and officials, heads of business organizations, LFA members and the press, made the Gala dinner more sensational.
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E V E N T S
Event Debrief / BIFEX 2017 by BIFEX Speaker Sean Pillot de Chenecey SEAN PILLOT DE CHENECEY IS AN INSIGHTS, INNOVATION AND STRATEGY CONSULTANT. HE REPORTS BACK FROM BIFEX ABOUT HOW LEBANON IS SETTING OUT TO BRAND ITSELF AS A COUNTRY AND WHICH BRANDS ARE HAVING AN IMPACT THERE Beirut – those that know it swear by its amazing vitality, creativity and beauty. Those that don’t frequently link it to a violent image (way out of date) or the amazing number of refugees that it shelters. There are a lot of contradictions at play in this dynamic country... Meanwhile, brands seeking to connect with its consumers – and those in the wider area – have to realise that the cultural/social trends impacting the region are as complex as one might expect; given the context of a country bordered by Syria and Israel. As the JWT MENA Future 100 Trends report puts it ‘It is incredible to watch the pace of change accelerate so much across the region. We are experiencing technological developments – and the ethical questions they bring; we are taking huge progressive societal steps across major markets; and we are embracing our polycultural, influential and forward driving momentum for hope. It’s not easy living in today’s constant state of uncertainty – not for brands, nor consumers. Yet the trends we have identified all point towards an exciting, collaborative
and compassionate future.’ This issue of ‘challenging outmoded stereotypes’ at the event resonated from the need for a modern national branding campaign, to creating powerful comms activity targeting modern consumers. (And let’s not forget – JWT MENA highlighted the fashion-forward ‘Mipsterz’ movement several years ago…) So it was an interesting blend of the ‘political macro and the promotional micro’ that was a key element of the 2017 BIFEX conference in Beirut; themed as it was around ‘Brand Lebanon’ and the need to boost prosperity in this incredibly vibrant country. One that is increasingly seen to be a dynamic force for positive change in the Middle East. For my part I was back in Lebanon to speak once again at this annual event – run by the LFA – which is one of the key business conferences in the region. After
last years’ congress (where everyone wore #LawChouMaSar wristbands) in these ‘interesting times’ it was interesting to note that this year’s event had record attendance, focused around an uplifting theme that aspires to unite the Lebanese behind the many positive attributes that their country and people possess. A range of the country’s leading politicians and power brokers attended the event, (which was launched by Charles Arbid, President of the LFA) including numerous dignitaries and the ministers for Culture, Economy & Trade, and Industry. The agency side saw presentations from senior PR, advertising and research experts including Tim Wilkinson (Chairman of Bell Pottinger Middle East), Alex West of Maker London (ex-Mother), Maarten van Embden of M3Cube and Ole Petter Nyhaug of Opinion AS.
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E V E N T S
The world of think-tanks was represented by Carsten Beck from the Copenhagen Institute of Future Studies, whilst additional national branding expertise was provided by Joakim Noren – who as head of strategy at The Swedish Institute was responsible for the implementation and development of ‘Brand Sweden’ their official brand strategy used in all government sponsored global promotions. As he said ‘Two of the greatest challenges when developing a brand strategy for a country are getting the support from
Mirielle Aoun-Hachem (main advisor to the President of the Lebanese Republic) chaired a key session focusing on a building a framework for Brand Lebanon. This featured Alex West, who proposed a national branding approach influenced by the enormously successful GREAT Britain campaign (in which he was deeply involved) which showcased the best of what GB has to offer – to inspire the world and encourage people to visit, do business, invest and study in the UK. So he discussed connecting the diaspora, the Gulf States and the people of Lebanon,
spoke about the important role of government and the public sector in branding Lebanon. As he said ‘The leadership and co-ordinating role that the government of Lebanon can bring to a refreshed and energised branding strategy is critical. However, government needs to consult with business and the widest possible range of stakeholders to ensure a concerted and consistent delivery of the core messages. And it needs to listen to the views of exporters and investors with an open mind and a willingness to reform the system where barriers to a more competitive business
communicating Lebanon’s strengths in a way which enables partners to work together more effectively and collaboratively; telling the Lebanese story via leveraging the core pillars of its national brand – the place / people / creativity / business / arts & culture / technology / knowledge / heritage.
environment exist.’ Mike added that Lebanon had a number of inherent strengths and qualities that could underpin a new Brand Lebanon strategy. ‘Lebanon’s pioneering role in promoting trade, its highly developed international networks, the local talent pool and skilled workforce, along with its resilience and determination make it the perfect gateway to the Eastern Mediterranean and wider Middle East region. All of the key ingredients are there for Brand Lebanon to help a small country make a big impact.’
"It will be fascinating to see how Lebanon develops a national brand , and tell its story in a suitably motivating, engaging and distinctive manner." all interested parties, and implementation. These are key issues that need to be considered right from the start. Too many great strategies have failed because lack of support or enthusiasm among the people that are supposed to follow them or because people just don’t understand them. The often-negative image of Lebanon is outdated and not at all in line with the much more attractive reality. A well-executed brand strategy could help Lebanon focus its resources and attract the attention it deserves.’
This point was backed up by Mike Nithavrianakis, a senior British diplomat who now runs his own consultancy and helps businesses improve their international trade and investment performance. He
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E V E N T S And it’s making a big impact – when set against the hard realities of regional politics and macro economics – that brands naturally have to consider re: marketing in the Middle East. According to Carsten Beck, head of research at the Copenhagen Institute for Future Studies ‘the macroeconomic perspective for global consumers and consumers in Lebanon are more fragile than we would like. At CIFS we see volatility and a lot of false starts in the global economy. This means that consumers
will still be faced with a number of concerns regarding future spending power. For brands, CIFS believe that we will see a further split in high involvement and upmarket brands vs convenience and soft / hard discounters. The trap lies in the middle position in the market. Therefore brands must ask themselves: are we truly ‘High Involvement’ and how can we leverage that? Or are we less sure about the customer involvement which means we should focus on ‘Good Enough’ solutions, convenience changing price points etc.’ Elsewhere, it was interesting to note what the agency-speakers
had to say about creating brand communication that really cutsthrough in the region i.e. the incredible powerful What will they say about you? work by Nike – a great example of work based on a genuinely core ‘human truth’. This incredibly motivating campaign champions women in the Middle East; featuring female boxers, skaters, and parkour athletes – bought to life via a highimpact message. (A very different approach taken by the likes of Coke and Pepsi in their annual
efforts to win consumers during Ramadan with their aim to be THE ‘Ramadan Soda’.) A very different sector involves Goody – one of the largest food companies in Saudi Arabia, and who featured as a case history in Vijay Mahajan’s
renowned work The Arab World Unbound. Daniel Sabanekh, MD of Y&R Jeddah told me about their recent integrated work for Goody Peanut Butter, which achieved over three million views, and 113% accumulated engagements on Facebook with a commercial that resulted in a highest-ever TOM of 93%. A highly successful example of ‘everyday’ creative integration, it tapped into the issue highlighted by Mahajan’s research, that as a growing number of Arab women have become more educated and self-sufficient, they’ve also consolidated their authority within the home. The most successful food companies in the region (like Goody) have crafted campaigns that tap into a wife and mother’s role as protector of her family’s well-being and happiness. (Like mothers anywhere, Saudi women want to keep their kids healthy, and for active, growing kids it’s a good source of protein and vitamin B.) Hence the creative strategy behind the Y&R campaign, when according to Waqas Moosa, their marketing director whom Mahajan interviewed ‘about 90% of in the company’s target market keep a jar of peanut butter in the house’. Meanwhile, BIFEX saw a huge number of retail and franchise delegates in the 500+ audience, and so best-practise use of ecommerce was a key issue, which Raja Habre, Executive Director the LFA was keen to discuss. Regarding this issue, Stanislas Brunais, senior director – performance at OMD Dubai says ‘A lot of traditional retailers fear that e-commerce will cannibalize their sales in store, and are reluctant about investing more on digital media platforms. Sephora, the
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famous beauty retailer has a ten years presence in the Middle East. When they decided to launch their ecommerce platform, we decided to shift even more their marketing / communications spends from offline to digital, and adapt a full funnel approach across the main digital platforms, with Google, Facebook & Programmatic. It is known that only 5% of sales are currently done online, but 65% of these sales are influenced by a digital ad. But by providing a seamless and omni-channel experience to their customers by adding ecommerce into the mix, Sephora saw an uplift on its sales and revenues, not only in-store, but overall. Ecommerce sales drove the repeated purchases up for the loyal customers, and attracted new customers that did not have access to a store near them – sales driven by ecommerce after six months are way over the initial targets.’
Reflecting global trends, talk of purpose-led branding was a key theme throughout the event (as it was last year) mirrored by comments from Mennah Ibrahim, head of brand intelligence at JWT MEA who stated in their recent trends report ‘An increasing demand for brands and lifestyle products to offer Muslim-centric options has fuelled a wave of innovative solutions, created by and about a diverse yet inclusive Muslim identity that prioritises social justice and social impact’. Linking to this theme, Ole Peter Nyhaug of Opinion AS presented a range of international campaigns that have had ‘Brand Purpose’ as a core element. The event finished off with a suitably impressive gala dinner featuring hundreds of the key movers and shakers of Lebanese society, but it was the issue of ‘Branding Lebanon’ that really
focused the minds of everyone present. Ending the week discussing ‘Brand Lebanon’ with financiers at the rooftop bar of the Four Seasons, and then getting viewpoints from various members of African NGO’s (enjoying some R&R by the pool of the O Monot hotel) clarified even more that the country has a truly dynamic range of cultural strengths and societal skills on which to draw; alongside an extraordinarily beautiful landscape. It will be fascinating to see how they develop a national brand positioning, and then tell their story in a suitably motivating, engaging and distinctive manner. Which will no doubt be discussed at the 2018 BIFEX event in Beirut… Sean Pillot de Chenecey
This article originally appeared on contagious.com
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T E S T I M O N I A L S
BIFEX 2017 Testimonials “I would like to extend my felicitation to you and your team for the successful event BIFEX 2017 – Brand Lebanon: Boosting Prosperity. I must congratulate you on the high level of organization and the professionalism which made it possible to gather so many different participants, attendees, experts and speakers and develop all the activities with success. Well done!” Najwa Kfoury Hajjar Public Relations Manager | Corporate Division | Credit Libanais S.A.L.
“Thank you so very much for making yet another trip to Beirut so special my affection for the city and the people strengthens with each visit .” Alex West Founder & Director | Maker London
“I had a great time in Lebanon, and LFA were great hosts! It was very interesting to see Beirut, learn about the culture of Lebanon and of course meet you and the other presenters at the conference.” Ole Petter Nyhaug Partner | creative director | Opinion AS
“Thanks for inviting me to the conference and to Beirut. It was an absolutely amazing experience. Wishing you and LFA a great future.”
arrangements and hospitality were superb. Thank you for the very warm welcome.”
Carsten Beck
Managing Director | Castle Gordon Global
Director
|
FUTURIST
Mike Nithavrianakis Advisory Ltd.
|
Copenhagen
Institute for Futures Studies
“It was a great event and many congratulations to you and your excellent team. I hope our section was helpful and interesting to your audience.” Tim Wilkinson
“It was a great pleasure for Sylvie and me to attend BIFEX 2017. We would like to thank you for your invitation and warm welcome.” Laure THOUVEREZ International Communication & Marketing Manager | FRANCHISE EXPO PARIS
Chairman | Middle East | Bell Pottinger
“Thank you for inviting me to participate in BIFEX 2017. I very much enjoyed the event and the visit to Beirut. I hope that the LFA is pleased with the response and outcomes. The LFA team’s
“I want to congratulate you and the entire team on BIFEX 2017, and thank you for your invitation.” Ghinwa Jomaa Partner & CEO | Cookielicious sarl
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T E S T I M O N I A L S
−دولة الرئيس سعد الحريري، قال حول مرشوع Brand « Lebanonيجب أن أعرتف أن املفاجأة كانت سارة وكبرية عندما اكتشفت أن شارل عربيد والـ LFAيفكرون مبرشوع رضوري ،يتمحور حول تحديد «ماركة» باملعنى العرصي ،أي التفكري العميق بكل يشء يجمع اللبنانيني وكل يشء يجمعون عليه ،قبل االنطالق للخارج وتسويقه”.
−معايل وزير الصناعة ،الدكتور حسني الحاج حسن ،ه ّنأ الجمعية «عىل تطوير قطاع الفرانشايز يف لبنان ،متمنياً مواصلة الجمعية لنشاطاتها الهادفة اىل تحسني االقتصاد الوطني... وتسويق مفاهيم لبنانية جديدة ،وافكار بناءة وطريقة عيش راقية واسلوب حياة محرتمة وقيمة مضافة عالية ،واظهار صورة لبنان االصالة والجامل والحضارة والتاريخ والثقافة ،لبنان السياحة والرتاث والحداثة ،لبنان املصارف والخدمات والتكنولوجيا ،وأيضاً لبنان الصناعة والزراعة واالنتاج».
−معايل وزير االقتصاد والتجارة ،رائد خوري، اشار اىل ان «قطاع الفرانشايز يع ّد األداة األمثل لتحقيق النمو االقتصادي والح ّد من البطالة، خصوصاً أن هذا القطاع بات ينمو بشكل مثري لالعجاب ،وبوترية تجعل من لبنان س ّباقاً يف مجال تراخيص االمتياز ويف مق ّدمة الدول العربية يف هذا املجال ...بسبب قدرته عىل املبادرة واالبتكار، والتف ّوق يف الرتويج والتطوير والتصميم»...
−معايل وزير الثقافة ،الدكتور غطاس الخوري، قال “إن العمل الدؤوب والجهد املستمر الذي نقوم به ،من خالل الرتويج للعالمات التجارية اللبنانية ،هو بنفس الوقت عمل يساهم بنرش الثقافة اللبنانية وتصديرها عرب املأكل واملرشب والتصاميم واألزياء والحرف ...وهي تحمل دالالت عىل ثقافة اللبناين وطريقة عيشه .إن انتشار العالمات التجارية اللبنانية يف العامل ،هو متثيل لوطننا ،يكمل عمل السفارات والقنصليات والجمعيات واملؤسسات اللبنانية .وهذا كلّه، تأكي ٌد عىل مت ّيز وطننا وفرادة أبنائه”.
−رئيس اتحاد غرف التجارة والصناعة والزراعة يف لبنان ،محمد شقري ،قال «تأيت مبادرة Brand ،Lebanonلتضع فرادة ومتيز لبنان يف متناول العامل ،وهذه مسؤولية وطنية تقع عىل عاتقنا جميعاً دولة وقطاع خاص ومجتمع مدين واعالم، لإلضاءة عىل ميزاتنا التفاضلية التي تتعلق بثقافتنا وتاريخنا وإرثنا الحضاري ،وانتاجنا وطريقة عيشنا وتعلق شعبنا بحب الحياة ،وعىل شواطئنا وجبالنا وشمسنا ومناخنا ومطبخنا وخدماتنا التي ال تنىس”.
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P R O J E C T S
Retail Sales Performance Indicators for 2016 THE FOURTH EDITION OF THE LFA-CCIABML RETAIL ACTIVITY INDICATORS PRESENTS SALES INDICATOR DATA FOR THE SECOND HALF OF 2016 AND REVIEWS AND ANALYSES DATA FOR THE YEAR AS A WHOLE.
The sales indicator for medical services was up a moderate 3.65 percent in 2016. That indicator exceeded the base year level by 40.04 percent.
The overall retail sales indicator for the nine categories of goods and services was down 0.75 percent in 2016 compared with its previous year’s level. This confirms the fact that the retail activity’s minimal rates of improvement witnessed in 2015 have failed to create recovery momentum in 2016.
The sales indicator for the fashion and clothing category of retail declined by 5.62 percent in 2016 and remained 32.52 percent below its 2012 base level.
The overall retail sales indicator for 2016 remained 10.23 percent below its 2012 base year level. Of the nine categories of consumer goods and services included in the report, the sales indicators for three categories moved up whereas six categories saw their sales indicators decline in 2016.
The sales indicator for household goods was 1.5 percent lower in 2016. In four consecutive yearly declines, that indicator fell by a combined 34.98 percent below its base year level.
The sales indicator for food and beverages rose by 14 percent in 2016 from its 2015 level, but that indicator remained 5.27 percent below in 2012 base year level.
The sales indicator for sports and hobbies was up 4.12 percent in 2016, but remained a broad 36.11 percent below its base level.
The sales indicator for cosmetics was down by 1.88 percent in 2016.
The sales indicator for luxury goods was 6.11 percent lower in 2016 and remained at 40.08 percent below the 2012 base year level, the broadest negative gap from base. The retail sales indicator for hospitality services retreated by 3.8 percent in 2016 and remained 0.49 percent short of the 2012 base year level. The retail sales indicator for tourism services fell 8.73 percent in 2016, the broadest decline for the year. The recurring surge in retail sales in December 2016 was disappointing for five retail sectors. Thus: • The sales indicator for fashion and clothing was 5.56 percent lower in December 2016 compared to its December 2015 level;
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P R O J E C T S
• The December 2016 sales indicator for cosmetics was down 24.07 percent from its December 2015 level, the broadest December year-to-date decline registered among retail categories examined in the report; • The December 2016 sales indicator for luxury goods was down 8.2 percent from it level in the corresponding month in 2015; • In December 2016, the sales indicator for hospitality services fell 8.9 percent below its December 2015 level; • In December 2016, the sales indicator for tourism services was 22.19 percent lower than its December 2015 level, the second broadest year-to-date decline among retail categories covered.
The report adopted a number of separate but complementary statistical approaches to interpret the retail sales performance indicators. Of these approaches, the de-seasonalization of indicator data and the use of two alternative representations and analyses of the trend are particularly helpful in imparting intuitive as well as technical significance to the time series.
The fourth edition of the Retail Activity Indicators report bases its statistical analysis of indicator data on 48-month long time series. The longer time series enhance the reliability and robustness of the seasonal adjustment procedure and correlations. In trend analysis, the longer time series have made possible the addition of a nonlinear approach to trend analysis.
Trend analysis plainly showed a down-move in the overall retail sales performance indicator in 2016. Similarly, the trend for six out of the nine retail categories covered by the report pointed downwards in 2016.
The LFA and CCIA-BML believe that the present edition confirms the report as the country’s foremost reference on retail trade. The Lebanese Franchise Association
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B I F E X
S P O N S O R S
The LFA Would Like to Thank the Generosity of BIFEX 2017 Sponsors
T t
“ i S B t o I C t t
The LFA Would Like to Thank Members who Hosted BIFEX 2017 Luncheon
T B o w L N C t o d e T 1 a t c
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The LFA Would Like to Thank the Generosity of its Strategic Partners “TEMA”, a new Traffic Expert Mobile Application, was integrated by AROPE Insurance to enhance its Motor Claims System and improve its performance. This new Business-toBusiness service, relying on “Geolocation”, was designed to simplify the Traffic Experts’ task during the inspection of an accident and to boost the overall service of AROPE Insurance and its call center. The app aims to aid AROPE Call Center representative in selecting the closest Traffic Expert to the accident location, minimizing the waiting duration of the Insured and starting the Claim processing immediately.
The Industrial Research Institute (IRI) was founded in 1953 and linked to the Ministry of Industry pursuant to Article 3 of Law n° 642 of June 2, 1997. IRI is registered as a Lebanese nonprofit institution declared of public utility with administrative and financial autonomy for studies, industrial research and scientific testing, calibration, inspection and certification (system, product and personnel). Our mission is to ensure an adequate service regarding technical and scientific support to the Lebanese industrialists and the national economy. IRI provides training and consultancy for laboratories’ accreditation on National, Regional and International level and it is designated as the accreditation body to all types of welding activities in Lebanon. Within its structure, IRI comprises 14 laboratories among which eight are already accredited by the American accreditation body ANAB according to ISO 17025: 2005 (IRI is the first accredited body in Lebanon since 2004).
The Chamber of Commerce Industry and Agriculture of Beirut and Mount Lebanon (CCIA-BML) is a non-profit private organization working for the public benefit. The CCIA-BML was established in 1887 and is the largest of the four Lebanese Chambers that are regulated by Ministerial Decree No 36/67 enacted in 1967, which awarded the Lebanese Chambers the exclusive rights to the provision of services to business enterprises namely, the issuance of certificates of origin and the authentication of invoices and commercial documents.Promoting the business interests of its member enterprises is one of the principal objectives of the Chamber. The CCIA-BML's membership roster currently includes over 15 000 registered companies.The CCIA-BML's strategy aims at stimulating all sectors of economic activity and enabling them to contribute to the development of a strong and competitive national economy.
Headquartered in Beirut, Bankmed is recognized as one of the oldest banking and financial institutions in the MENA region. Since its inception in 1944, Bankmed has been at the forefront of Lebanese banking institutions, maintaining a prominent position as a leading, dynamic, and socially responsible bank with a firm commitment to Corporate Social Responsibility.
BLOM BANK S.A.L., a leading Lebanese bank, is proud to offer a wide spectrum of products tailored to satisfy the needs of every company whether franchiser or franchisee. BLOM BANK possesses the ability and versatility to provide a great deal of services that perfectly match the needs of customers; form current accounts and POS machines, to e-commerce and e-banking, in addition to commercial loans (overdrafts, discounted bills, term loans, BDL loans, ATFP loans…) and retail products (car loans, personal loans, housing loans, credit cards, debit cards…). Our overseas presence in Cyprus, Jordan, Egypt, Iraq, several Gulf countries, Switzerland, France, Romania and the UK, together with our sister companies (BLOMINVEST BANK, AROPE Insurance, BLOMDEVELOPMENT BANK, and BLOM ASSET MANAGEMENT COMPANY) covers a wide array of banking and insurance needs.
The Bank enjoys a widespread presence over the Lebanese territory through a network of 66 branches, one e-branch, and two e-zone areas in addition to a strong international existence in Turkey, Saudi Arabia, the Dubai International Financial Center (DIFC), Iraq, as well as in Switzerland and Cyprus. Bankmed offers its clients a wide range of innovative products and quality services.
Alfa, managed by Orascom TMT, continues to amass technological achievements in Lebanon and the region.Its latest achievement is the nationwide 4G+ LTE-A network which provides internet speeds of up to 200-250 Mbps to more than 95% of its 2 million subscribers across Lebanon. The project was first launched in Lebanon by Alfa in March 2016 and today, more than 1100 4G+ sites have been put in service. Thanks to its boundless ambition, Alfa eyes to accomplish a new milestone worldwide as it looks forward to launch the first 5G station in early 2018. Recent industry reports ranked Alfa’s 3G+ and 4G networks, which the operator was also first to launch locally, among the top ten in the world.
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MILANO HOME CONCEPT FROM B DESIGN NOW IN BEIRUT An entirely new Italian concept for furniture & lighting has come to Lebanon with perfectly crafted and elegantly styled pieces. Milano Home Concept, under B Design, has focused its goals on creating a living space that welcomes you with grace.
Located in Beirut, Unesco Street & Downtown, Starco Street, MHC's living solutions range from furniture to lighting with pieces that reflect who you are to give your home the true Italian experience. With unique characteristics to give everyone an opportunity to taste the style of Milan, the new concept has greatly captured the elegance of the furniture market.
ACCELERATE ONLINE WINS BIG AT THE FESTIVAL OF MEDIA 2017 Accelerate Online won Gold Award for Best Gamification Campaign in the MENA region at the Festival of Media 2017 for Cadbury and Oreo “FriendaGram” Instagram campaign run in the Egyptian Market. The winners were announced during a celebratory evening on 26 April at Dubai Music Hall, the Palm Jumeirah. The Festival of Media MENA Awards is dedicated to showcasing media excellence throughout the region, and recognize the work of the best agencies. “It was a privilege to participate in such a prestigious awards ceremony.,” said Mr. Patrick Lahoud, Managing Director of Accelerate Online. “It was great to win! We’ve all been expecting good things from that campaign.”
BOECKER ALWAYS ON TOP Boecker® is the Middle East’s largest Public Health Company providing a holistic range of products and services covering Pest Management, Food Safety, Biosecurity and Health & Safety across the United Arab Emirates, Saudi Arabia, Lebanon, Qatar, Jordan and Kuwait.
All Boecker® services are World-Class, follow the highest international standards, and are ISO 9001:2015 certified and use products that are approved and licensed by local authorities. Boecker® is affiliated with the National Pest Management Association (NPMA), the British Pest Control Association (BPCA), the Chartered Institute of Environment Health (CIEH), Highfield Awarding Body for Compliance (HABC) and the American Biological Safety Association.
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COLORTEK INAUGURATES ITS FIRST SHOWROOM IN MAADI, EGYPT COLORTEK, opens its signature showroom in the capital of the Nile, specifically in Maadi, the epicenter of Cairo’s designer community. Architects, interior designers and paint business professionals can now experience the unique performance and limitless design options made possible by COLORTEK’s innovative architectural and decorative coatings. Mr. Yahya Kassaa, COLORTEK’s CEO, expressed his vision for the brand’s expansion, saying, “COLORTEK’s products will add value to the Egyptian market. COLORTEK has always thrived for excellence and we plan to expand our activities across Egypt while pushing more towards revolutionizing the local interior design industry.”
DOCULAND ROBOCOPY VENDING MACHINE NOW IN LEBANON!! Doculand ROBOCOPY Vending Machine is an automatic touchscreen copy-print-scan vending machine where uses are to insert cash in it to do their printings and the machine returns back the change. Universities, campuses, libraries, state institutions, shopping centers and supermarkets are all profitable locations for Doculand RoboCopy. It's an automated machine with low power consumption, durable ergonomic design, large supply of consumables, user-friendly interface adjustable for languages and currencies. Features: b/w-color copy, scan, print, Photo Printing, file saving to USB, file copy USB-USB, Library of forms and templates and much more - accepting coins/bills, giving change in coins/bills and it supports all file formats.
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MAC DESIGN'S SUCCESS STORY
INGLOT COSMETICS
mAc design had a striking year of business success, development and change. Investing in growth and remodeling to show their trustful customers and employees store success, brand culture and expansion. The store’s identity has been changed to black, brass and greige. The use of those colors with trendy materials, spacing, lighting and packaging makes customers comfortable and shop at ease. mAc design had also decided to go green since it is no longer enough to provide a quality product without considering the environment. Their new packaging is made out of lebanese recycled paper and cardboard printed with gold (for the touch of luxury) that can be reused and recycled. This year’s cherry on top is mAc design’s expansion to a 4th location in ABC Verdun.
AT ABC – ACHRAFIEH & ABC – VERDUN INGLOT Lebanon is pleased to share with the LFA community news about its two new stores. INGLOT opened in ABC – Achrafieh in December 2016. ABC – Verdun will follow in July 2017. As the INGLOT brand continues to grow in popularity, ABC has become an imperative location to showcase INGLOT’s professional make-up and cosmetics. We are proud that our clients continue to appreciate the wide range of colors and impressive variety of products that make INGLOT unique. INGLOT’s Freedom System and O2M Breathable Nail Enamel are best sellers.
HOSPITALITY SERVICES WELCOMES NEW EVENTS
Hospitality Services sarl has welcomed two new events to its portfolio. The Beirut Restaurants Festival, organized in partnership with the Syndicate of Owners of Restaurants, Cafes, Night Clubs & Pastries in Lebanon, will celebrate its second edition at Beirut’s iconic Trainstation from 29 September to 1 October. The festival, which aims to elevate the profile of the capital’s restaurant scene, hosts more than 30 food and beverage concepts.
Whisky Live, the world’s premier event for whisky enthusiasts, also returns to Beirut for the second year. Over 30 international whisky specialists will gather at Le Yacht Club in Zaitunay Bay from 1921 October, providing whisky connoisseurs and amateurs with an opportunity to sample exclusive brands. Special masterclasses with brand ambassadors and VIP tasting sessions also feature on the program.
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LES AMIS: FASHION FORWARD
Les Amis boutique is a fashion retail company known for its style, elegance and offers a charming range of exclusive collection for women who love luxury, authenticity and originality. We are driven to build a family of world class fashionistas and highest quality of luxurious product range-selection at the service of our clients, offering an exceptional experience and everlasting relationship.
With various branches located in Lebanon and Qatar, we have recently opened a new branch in Downtown Beirut on Foch Street; and this is just the beginning! We are aiming to continuously penetrate different international markets and expand the Les Amis Boutique network.
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For more than 30 years, we’ve built our business on a solid community based foundation. Sports equipment specialist and major partner for international sports brands, Mike Sport is the leading Sports Retailer & Wholesaler in Lebanon.
FIESTA GOES SKY HIGH We lit up the sky of “Jounieh Summer Festivals” on June 24th, 2017 with a legendary fireworks display, over 50,000 shots at the coast. A massive 11 minutes synchronized with music. An incredible project that we put so much heart into and that we’re excited to share!
Mike Sport offers the very best selection of top brands, and, a comprehensive product range covering multiple product categories supplying to a wide range of end-users covering both professionals and amateurs, corporations, schools and clubs. Through over 150 Brands including private label lifestyle brands, Mike Sport focuses on exceeding qualities & technologies with cost efficiencies being guaranteed. With over 20 Branches located across Lebanon, we strive to constantly meet our customer’s demands with professionalism.
Six weeks, 70 tons of steel, 130 persons, 23.5m height and a 50 meter diameter Arena shape.
Mike Sport successfully continued its strategic expansion, and, found new markets to expand its sports retail activities with Franchise Partners in Iraq & Cyprus. The opening of a first international branch in Erbil - Kurdistan Iraq followed by another one in Duhok and the third store in Suleymaniah will open its doors by end of August 2017 . This growth is backed up with two stores in Cyprus, marking our first step towards an expansion in Europe, a stand-alone store in Larnaca and one in My Mall in Limassol.
2000 attendees with a 3D projection screen that will take you for “A Journey Through Time” along with professional entertainment shows.
With 4550 square meters of internationally franchised retail space, Mike Sport continues its journey with promising future expansions. Be One of Us!
Giant 3D Projection Screen: In collaboration with “Beirut Cultural Festivals” we were able to build a 3D projection screen that was certified by Guinness World Record as the biggest in the world.
ORKIN & WOMEN At Orkin, we believe in women and their capabilities to make a positive change in any role they are involved in. Therefore, we are the first pest control company in the region to hire women as technicians. The purpose of this move is not only to empower women but to improve this department since they are more detail oriented, meticulous and organized. Orkin Believes in women's potentials.
SOON IN OMAN "As part of their Franchising expanding, Darling's touch will be opening soon in Oman"
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ABED TAHAN
Abed Tahan is a well-known household name in providing home appliances and electronics. Abed Tahan have always adapted to the fast evolution of home appliances and electronics sector and offered our clients the latest products from a wide range of worldwide suppliers.
BACKBURNER
Situated in the heart of Saifi Village, downtown Beirut, The Backburner is a specialty coffee shop serving artisanal coffee and good eats. We import our freshly roasted espresso beans from the finest roasters and complement our coffee drinks with a daily food menu from select local bakers and wholesome kitchens. We believe in the culture of coffee and hope to contribute to a growing community of coffee enthusiasts
BAR DU PORT Steps from the ancient port of Beirut lies BAR DU PORT. A space where traders, travelers, sailors and workers meet. It's where ingredients from all over the world arrive fresh on a daily basis. Bar Du Port is a cosmopolitan melting pot, discover it.
BEIRUT BY BIKE
Beirut By Bike www.beirutbybike.com 03-435524 / 70-435524 71-435524 / 76-435524
BOULEVARD BEIRUT
Combining the epicurean richness of home-cooked and traditional Lebanese cuisine, Boulevard Beirut is a classic combination of the old and the new, pure tradition mixed with sophistication.
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CAPRICE
CHARLIE TAXI
Caprice first started out as a need for “a lounge/bar near your favorite nightclub”, a place where you want to be starting your night before heading off to a club. It was first located in Jal el Dib. Year after year the concept developed into a full nightclub experience. Fast forward to 2016, Caprice opened its doors in a new location, combining all genres of music with 4 nights to cater to each taste. You push open the doors and feast your eyes on a mélange of classical yet funky influences in a bold accentuated design. The place looks contemporary, even raw at times, but also has a whimsical charm, a balance not very many places can strike.
Charlie Taxi provides all kinds of transportation services covering all the Lebanese territories. We are at your service 24 hours a day, 7 days a week even on holidays and closing days. Our drivers’ team is highly qualified to make your ride as simple and enjoyable as possible. Our areas of coverage include the airport and all the Lebanese territories. As for our vehicles, these include cars, minivans, and vans.
COOKIELICIOUS
HOME CARE LEBANON
Cookielicious was born at a time were cupcakes were having their glory moment and a cupcake store was opening at every corner. But as a family, we were more cookie people so we were wondering why isn’t there any specialized shop for cookies only in Lebanon so we decided to open Cookielicious; the first shop in Lebanon concentrating on cookies and offering more cookie flavors and combinations than any shop in Lebanon had ever done. This attracted many customers especially for events and celebrations. Because of the popularity of these events we also started venturing into chocolates and full “candy” tables for events. After more than 3 years in the field we can safely say we are the first-place people think about when craving freshly baked cookies or cookies for their events.
To provide professional healthcare services at home at a reasonable cost so that the patient and his/her family enjoy a better quality of life. “Imagine going back to the old tradition where a patient was always treated in the comfort of his home. Imagine the possibility for a patient to eat his home-made cooking according to his doctor’s prescription. Imagine the possibility for a patient to be surrounded by his family and friends. Regardless of the type of therapy, the primary benefit we offer each patient is the enhancement of the quality of life.”
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INFOSYS We are Microsoft Gold Partner in providing business solutions for small, medium and enterprise businesses. We follow leading practices to develop a solid solution for our customers, to improve their operations and strengthen their processes.
IRIS
Iris is the ultimate bar & lounge experience, featuring a globally infused kitchen and international visionary specialty cocktails, staggering views of the city, complete with the leading sounds of smooth tunes courtesy of live international bands and renowned resident DJs. Iris is the unrivaled getaway for those breathtaking sunset views and city lights, a go-to venue for the midtown post-work crowd and trendsetters, where it’s easy to get lost sipping on succulent drinks, great conversation and astounding music.
IRIS BEACH IRIS Beach Club is an ocean-front summer destination where you can spend an entire day in an unpretentious yet quietly sophisticated setting.
LA ROSE DE SIM
La Rose de Sim is an up & coming fashion accessories brand, inspired by Lebanese tradition and heritage. In addition to creating novelty items, which are made out of the finest materials and are carefully crafted, La Rose de Sim hopes to raise awareness among its audience on the importance of maintaining the Lebanese heritage. It is doing so by creating purses inspired by old vintage shots & imagery of Lebanon and of the Lebanese landscape (from Pigeon Rock in the early 1900s, to Rue Gouraud & Place de l'ĂŠtoile in the 1930s, to traditional Lebanese homes).
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MADAME BLEU
Madame Bleu, formerly known as La Plage, has it’s own flair, a reason why people are drawn from far and wide to get the maritime taste of it.
With an even more elevated view of Beirut’s horizon and swimsuitdropping airy eateries, varying from seafood to Lebanese, Madame Bleu is lucid, yet effortlessly opulent.
OUTDOORS Elegant lounges, international menu, friendly atmosphere, outdoor terraces, kids play area, addictive hookah, ISO certificates.
PAPER MOON Paper Moon Milan’s iconic fashion district restaurant is now in Beirut. Its famous signature dishes can now be savored in the heart of Achrafiyeh, on the picturesque Abdelwahab Street. The wide selection of delectable Italian cuisine perfectly complements the warm and cozy ambience; ideal for meals with friends, colleagues and families.”
SEASALT Overlooking Beirut’s coastline, Sea Salt offers the best-crafted seafood menu in town and a fresh catch display that incites and excites every crustacean and fish lover.
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SKIRT
TABLIYIT MASSAAD
PLAT TYREPRO
WILD DISCOVERY
Mon Maki a Moi
Nestled on a quiet street in the heart of Downtown Beirut, SKIRT is a meat place offering a distinct selection of Grass Fed, Dry Aged, Long Horn steak cuts exclusive to the restaurant. The cattle are raised on grass pastures in North Yorkshire, England. They are reared on a completely natural pasture with a pure grass diet. Unlike other herds, our Long Horn grows naturally and slowly for up to 30 months, almost twice as long as many intensively reared breeds. No hormones or antibiotics are present as they are banned in the U.K.
Tabliyit Massaad is a casual Lebanese restaurant concept that delivers grilled barbecues with a twist. The sandwiches are served in a unique way on a wooden platter (the famous Tabliye), flavored with a pinch of Sesame and toasted into perfect crunchiness and then cut into slices and served with a variety of authentic Lebanese sides and dips. All in generous portions and at very affordable prices.
We offer our clients top notch automotive products and tire maintenance services and is undoubtedly the first service center in Lebanon and the region to dedicate state-of-the-art facilities to its clientele. Our new service center aims to cater to the discerning Lebanese customers by providing them with the most advanced tire servicing facility...
Every since its creation in 1997, Wild Discovery has set a new trend in the way people approach and buy package holiday in Lebanon. We’ve been innovating year after year and creating new products that led to new experiences and discoveries around the globe.
It’s true that traveling broadens the mind but it also broadens the appetite.From one country to another, I followed my passion to Japanese cuisine, trying to find and taste the most genuine and reputed ones.With my little green notebook I used to write and rate everything I saw and tasted. I found the best ginger in one city, the best sushi in another and the best decoration in a far different place. But the point is, I couldn›t find everything under one roof. And as the old Japanese wisdom says: «when u can›t find what you are looking for, create it» And so I did... I brought the best from my experiences to one place and created a cuisine like no other, so genuine, so delicious, so personal and most of all eco friendly that I called it «Mom Maki a Moi.» I invite u to make this place yours, and share with our friends and costumers the passion for Japanese cuisine
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LFA General Assembly & Happy Hour The LFA is proud of the range of activities that it organizes for its esteemed members. We always try to combine networking with new knowledge and useful information. On this occasion, the LFA combined three events in one: The Annual General Assembly; Happy Hour; and an informational session with guest speakers. Over 50 LFA members participated. After the formal General Assembly, in which the Administrative and Finance Reports were delivered, a discussion followed on “creating jobs for youth and young graduates in the retail sector”, as LFA members and retailers need flexible regulations to encourage youth and temporary employment. President Charles Arbid, as well as the LFA’s guests, Dr. Bechara Asmar, President of the General Confederation of Lebanese Workers, Mr. George Ida, Director General of the Ministry of Labor, and Dr. Nabil Fahed, Vice President of the Chamber of Commerce, Industry and Agriculture of Beirut and Mount Lebanon, discussed the need for coordination among Employers, Worker Unions and the Ministry of Labor, to enhance the Socio-Economic dialogue in pursuit of productivity and investment incentives. As a result of this discussion, the LFA will prepare a ‘policy paper’ that will be presented to stakeholders: Employers, Worker Unions and the Ministry of Labor, with the aim that the paper’s recommendations will be enacted.
CRM Training at the LFA
The LFA organized a very interesting training workshop on Customer Relationship Management. The training covered important themes, such as data collection in-store; customer knowledge segmentation, behavior; and, KPIs. Thirty-five marketing, retail, and store managers, from LFA member companies, participated. The trainer, Ms. Nathalie Lemonnier, is a highly-experienced consultant and university professor. She has 15 years experience working with Luxury Brands to develop their digital and customer relationship strategies. The LFA is planning more workshops. We’ll keep you posted.