The UAE hosts the world’s largest shopping mall and is a central hub for global brands. It’s also where shoppers report the highest satisfaction levels, ranking second globally in a recent study.
As more shoppers in the Emirates embrace digital tools to enhance their shopping, satisfaction levels rise, according to a report.
In a survey covering seven countries and involving nearly 14,000 consumers and 3,512 merchants, it was discovered that UAE shoppers, on average, utilise 14 different digital features, surpassing the global average. These features, known as “Click-and-Mortar,” blend digital and physical elements to enhance the shopping experience.
Salima Gutieva, Vice President and Country Manager for the UAE at Visa, notes that the more digital features shoppers use, the higher their satisfaction levels. For instance, UAE Click-and-Mortar shoppers experience a 56 percent increase in satisfaction compared to those who solely shop in-store without digital aids.
In today’s retail landscape, digital innovation is crucial. Tailoring digital offerings to diverse consumer bases will be essential to meet the UAE’s demand for quality shopping experiences driven by features.
Currently, nine out of ten retail shoppers in the UAE rely on digital aids while shopping in-store, resulting in higher satisfaction rates compared to other markets.
Despite the reliance on digital aids, the report reveals that UAE merchants offer fewer features on average than in the past year, indicating an opportunity for retailers to meet the growing demand for Click-and-Mortar offerings.
Visa sees an opportunity to collaborate with UAE merchants to enhance the in-store experience with additional digital features, ensuring customer satisfaction and loyalty.
Popular Click-and-Mortar features among UAE shoppers identified by Visa include the ability to use preferred payment methods, easy-to-navigate online stores, digitally available product details, and reviews.
Millennials and Generation Z consumers are leading the shift towards Click-and-Mortar strategies in the UAE, with around 80 percent incorporating digital features into their shopping habits.
While bridge millennials show the most pronounced Click-and-Mortar behaviour, Generation X and older shoppers still prefer traditional shopping methods without digital assistance.
The report suggests that further innovation in providing digital features could help merchants reach a wider customer base. Tailoring digital offerings to different age groups, prioritising family-friendly pickup options, and creating engaging online experiences will be crucial for meeting the specific needs of UAE shoppers in the future.
