69% of UAE consumers seek omnichannel shopping experience


May 31, 2023 | By RetailME Bureau

Sixty-nine percent of UAE consumers are seeking an omnichannel shopping experience and say that they would be more loyal to retailers that let them buy online and return in-store, indicates global fintech platform Adyen‘s recent research. Nearly two-thirds or 64% suggested they would have better shopping experiences if businesses enabled them to shop in store and complete the transaction online or vice versa.

Further, when consumers were asked about how technology makes them feel when shopping in-store, the result is overwhelmingly positive. Little less than half 43% said they were happier because shopping was quicker, and slightly more than one-third or 36% said they would visit a store more frequently because of its technology implementation.

UAE retailers understand that they could potentially boost loyalty of 69% of UAE shoppers if they switched to a unified commerce approach and stopped operating in silos. They are recognising the significance of connecting all sales channels. In fact, this region is familiar with unified commerce, as 50% of retailers have already begun investing in this strategy in the past year, and 45% are considering its implementation.

“We have always recognised the potential of unified commerce for businesses and its ability to elevate the shopper experience. It’s great to witness that in the UAE, over half of the retailers have also acknowledged its potential and chosen to invest in it,” said Sander Maertens, Head of the Middle East for Adyen. “And despite the significant changes in consumer behaviour over recent years, retailers who have embraced unified commerce will find it easier to navigate and adapt to these shifts.”

More than half of UAE shoppers are seeking a flexible shopping journey that offers their favourite payment methods, buying online and returning in store and purchasing an out-of-stock item and shipping them directly home.

The overwhelming majority, 80% of UAE consumers said they spend more time searching for the best deals and prices, while almost one-third or 30% wait for big calendar moments like Black Friday before making a purchase. In response, 52% of UAE merchants believe the impact of inflation is such that they need to offer discounts to consumers year-round. 

Adyen’s research found that in face of the rising cost of living personalisation and loyalty have become increasingly important. Seventy-eight percent of UAE consumers want to see more discounting at retailers they shop with and 67% say they want businesses to remember their preferences and previous shopping experiences so that browsing is more tailored.

However, UAE retailers are finding it hard to deliver on this with 58% suggesting it’s now harder to categorise customers.

That’s where Adyen steps in. “Through Adyen’s financial technology platform, businesses leverage unified commerce bringing together all payment data into a powerful system. This integrated approach provides valuable insights into customer behaviour, enabling organisations to meet their shopping expectations effectively. In the dynamic world of retail, where speed is crucial, technology proves vital in building operational resilience amidst the ever-changing landscape,” Maertens stated.

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