Henkel's Pattex UAE Retailer Event: Building Direct B2B Partnership
On Saturday, September 20th, Henkel's Adhesive Consumer & Craftsmen team in the GCC hosted an exclusive retailer engagement event for the Pattex brand in Dubai, transforming how Henkel's adhesive brand connects with their retailers across the UAE.
Breaking Traditional Barriers
Pattex traditionally works through distributor networks to reach building material retailers in the UAE; the specialized shops selling adhesives, construction tools, and supplies. This event enabled Pattex to connect directly with these retail partners and build relationships that had been limited by the traditional distribution model.
Comprehensive Experience
The evening combined strategic education with hands-on engagement. Retailers learned about Henkel's global presence and history before exploring the Adhesives Consumer & Craftsmen's unit's market position. Live product demonstrations showcased Pattex's superior quality across super glues, construction adhesives, and expanding foams, educating partners on proper application techniques.
For retailers, this comprehensive training enables their sales teams to confidently recommend products, answer technical questions, and leverage Henkel's market leadership as a competitive selling point. Educated retail partners become brand advocates who prioritize Pattex products, provide better shelf placement, and effectively communicate value to end customers without requiring costly direct consumer education.
Innovative Flash Sale
A 20–25-minute flash sale featured three-tiered product packages at unprecedented discount levels. Retailers could purchase up to three packages while earning raffle tokens for premium prizes, driving immediate sales while rewarding participation.
The flash sale initiative was successfully executed through the strategic collaboration of the Adhesives Consumer & Craftmen UAE sales team. The concept was spearheaded by Valentina Podocea, Henkel's Adhesives Consumer & Craftmen Head of Sales UAE & KSA, with the support of Ahmad Chatha, Sales Manager UAE, and Shahrukh Khan, Senior Sales Specialist UAE. The team collaborated closely with Mohamed Hassan, Henkel's Adhesives Consumer & Craftmen Brand Manager for GCC & Egypt, who served as the strategic architect behind the event.
Market Intelligence Gathering
Beyond commercial objectives, the event served as valuable market research for the Pattex team. Direct conversations revealed current challenges, identified product gaps in Pattex's portfolio, and addressed pricing concerns, providing insights to inform future product development and market strategies.
Results and Impact
The networking event strengthened relationships between Pattex teams and retail partners by creating meaningful opportunities for dialogue around market trends and future collaboration. This hands-on engagement strategy illustrates how established brands can reinforce their market position through authentic partnerships across the value chain. The event's success enhances Pattex's ability to respond quickly to market changes while deepening brand loyalty, establishing a valuable model for customer-focused engagement in B2B environments.
At Henkel, our customers are at the heart of everything we do. This event gave us a platform to connect, exchange insights, and showcase our commitment to providing sustainable, reliable, and easy-to-use solutions that empower both consumers and professionals.
Ilona Goncerzewicz, Henkel's ACC Head of Marketing for GCC & EG
