A recent survey conducted by PYMNTS Intelligence and Visa Acceptance Solutions has revealed that the UAE ranks second globally in shopping satisfaction. The ‘2024 Global Digital Shopping Index: UAE Edition’ also reveals that 71 percent of consumers utilize digital features to enhance their shopping experiences.
The survey highlights recent trends in consumer behavior across the UAE and studies the rise of click-and-mortar shopping experiences, which involve both digital tools and physical locations. The report revealed that consumers have a strong appetite for a better click-and-mortar experience in the UAE. Hence, they utilize an average of 14 different digital features, with nearly nine in 10 retail shoppers depending on these digital aids for their in-store shopping experiences.
With merchants currently offering one fewer feature on average than they did in the past year, UAE merchants have an opportunity to expand their consumer base and fill the gap between demand and market supply of digital features.
Digital features improve experience
Key findings from the study reveal that the extensive use of digital features improves the in-store shopping experiences of UAE consumers and leads to high satisfaction rates. Moreover, consumers across the UAE prefer the ability to use multiple payment methods, mobile apps or mobile-specific sites, easy-to-navigate online stores, and digital availability of product details and reviews.
The report also reveals that merchants do not provide 22 percent of the features consumers desire. Meanwhile, consumers cannot find 22 percent of the provided features they are looking for, highlighting the gap in the market.
Click-and-mortar adoption
Click-and-mortar adoption rates have risen across the UAE in the last three years despite high consumer reliance on digital features. The report reveals that almost 75 percent of shoppers in the UAE use online-only or click-and-mortar methods, moving away from traditional in-store shopping without digital aids.
Notably, 43 percent of UAE consumers adopt click-and-mortar shopping strategies, 4 percent higher than the global average. That is due to the demographic makeup of the UAE, with millennial and generation Z consumers leading the shift to click-and-mortar strategies.
“Click-and-mortar shoppers in the UAE have an average 56 percent increase in satisfaction relative to in-store-only shoppers who avoid digital features,” stated Salima Gutieva, vice president and country manager for the UAE, Visa.
The report highlights a significant finding where 61 percent of parents use digital shopping features for in-store shopping compared to 33 percent of those without children. Therefore, tailoring digital tools to this demographic is key to meet the demands of this consumer group.
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Grocery sector’s market gap
Digital features across the grocery sector in the UAE provide an opportunity for improvement. Hence, only 45 percent of grocery shoppers in the UAE regularly turn to digital features when shopping. Moreover, less than 50 percent of grocery shoppers utilize digital aids due to insufficient offerings from grocers. Therefore, to maintain their leading position in customer satisfaction, UAE merchants, especially grocers, must innovate or risk under-providing features their customers want.
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