Exness

SAMANTHA HOOI CHOY YIN

Global Event Manager

The post-pandemic presence of brands: the perspective of Exness, a global leader

The rise of the internet and ecommerce has seen the deterioration of stores and the need for a physical presence. Across the globe, consumers increasingly replace their visits to physical stores with regular browsing of goods online. And while global powerhouses such as Amazon and Alibaba lead the online shopping scene, store chains and shopping malls see their influence decreasing one “add to cart” at a time.

Yet, the need for a physical brand presence is stronger than ever, especially after the social isolation of the pandemic. Apple, for years now, has been investing heavily in the creation of state-of-the-art stores that not only invite customers in but also create an in-store experience like no other. As Angela Ahrendts, former Apple CRO, stated, the weight from 80% on shopping and 20% on experience is reversing. And retailers everywhere are playing catch-up in reinventing their business models to compete with the cheaper and more convenient alternative that online shopping offers.

Establishing connection beyond the internet

The physical presence paradigm, of course, goes well beyond the ecommerce industry. The pandemic has left billions of people around the globe isolated and doing virtually everything online, giving cue to a new era in consumer behaviour and brand relations.

Consumers increasingly rely on online services for all of their needs but they still seek experiences and human connection. Hence, brand and marketing managers everywhere seek out every opportunity to establish that connection outside of the dimensions of a screen, be it a phone, a tablet, a laptop or a TV. They try to either be where their customers are or invite them over to treat them with a one-of-a-kind experience.

Apple, again, is a great example of this. They invest billions of dollars in creating spaces that go beyond selling products and services to give their customers more ways to connect with both the brand and its products even though the biggest percentage of their sales comes from online purchases.

Exness, a 100% online business that enables its clients to trade within a reliable and frictionless trading environment, always strives to establish real human connections with its existing and potential customers. A multi-asset broker catering to hundreds of thousands of traders worldwide, our philosophy has always been client-centric; we constantly strive to enhance every single one of our clients’ experience in the financial markets; we also invest heavily in customer support, aiming for as close to 100% client satisfaction.

Taking this a step further, at Exness we aspire to be close to our - existing and potential - clients; to be present and connect with them in a human way. Our job at the Exness Events team is to find the events and the ideal opportunities to have physical interactions with our clients, wherever in the world they may be. Of course, everything we create and present must reflect not only the technologically-advanced brand that we are but also our leading and globally recognised reputation.

Experience and Exness start with the EX factor

From the very beginning, Exness has set out to create something different. To separate itself from the competition as a company that is honest as well as transparent, human as well as technologically advanced. Fourteen years later, we still operate on the same strong foundation of integrity and science-driven focus.

This is what has led us to become one of the top fintech and multi-asset brokers in the world, with more than $1 trillion in trading volume every month. This is also what drives our efforts in maintaining a strong presence in the world’s biggest and most influential events of the fintech and financial markets sectors.

As such, our presence in every event is noteworthy and valuable. We aim at causing awe while also being meaningful. We incorporate all the elements that make up our great brand - science, innovation, technology, knowledge, integrity and honesty - as we also strive to find ways to offer unique experiences that are true to our values and brand.

During the pandemic, we managed to remain present in innovative ways, while taking all the necessary precautions required. At the industry events we attended, we “employed” high-tech assistants, AI robots, that were capable of giving out important information

about Exness as well as Exness memorabilia. The human element was also present though not physically: we installed state-of-the art equipment so our team was virtually there, connecting with visitors and helping them with their enquiries.

Our clients trust and value us not only because we enable them to trade better and at lower costs, but also because of our track record of being by their side. We are a team that focuses on human values, and this is what makes us an industry leader.

One other dimension is our most valued partners and clients, who always take a leading role in every event we organise or attend. We make sure that every single time, we have a special VIP lounge area to accommodate them and provide them with an even better experience.

To show our appreciation, we always take it one step further. Great examples of this are the leisure activities we organise for our clients and partners, over and above any expos we attend or even stand alone exness-hosted activities. The common denominator here is the creation of memorable experiences - moments that go beyond the business interaction to create strong human connections with them. This year’s activities have included safaris in the desert, sailing in the open sea with luxurious yachts, helicopter rides, trips to Sharm el-Sheikh and Elgouna, seats to F1 racing and many more.

During iFX Expo Dubai that will take place on 22, 23, and 24 of February, apart from the high-tech booth, the Exness team will design a special separate and secluded space especially for partners and valued clients. In this lounge area, in addition to the exclusive treatment our VIPs will receive, we will organise a series of exclusive seminars.

Relationships are a two-way street

Our presence in high-calibre events is a great opportunity to come closer to our clientele and strengthen our established relationships. Yet, relationships are based on both parties’ input. Connecting with our clients means we have a direct line of communication and access to their thoughts, needs and wants. It means that we can listen to their experiences, hurdles, ideas for improvement and so on.

This gives our teams an invaluable insight to who our clients are, what they like and what would make their experience with us even better. This is what all strong relationships are built upon and what creates trust and loyalty.