Consumers are looking for a seamless and easy purchasing journey


March 27, 2019 | By RetailME Bureau

Consumers are increasingly using digital technology for more than just shopping, indicates PricewaterhouseCoopers’ (PwC) Global Consumer Insights.

The Middle East findings of PwC’s Global Consumer Insights survey that customer experience is at the heart of what Middle East consumers are looking for. For the first time in the 10 years that PwC has conducted this survey, consumers surveyed are using smartphones over other mobile devices to shop online, with 24% of consumers using a smartphone to shop online weekly.

In-store is still the shopping channel of choice at both the Middle East and global level, although smartphones are running a close second, especially in the region. This year, for the first time, smartphones outpace PC as a channel, with smartphone growth estimated at a 54% CAGR from 2016 to 2019 in the Middle East. The Middle East consumers’ in-store experiences rely on a balance of engagement through store layout, the store’s digital connectivity and personalisation.

Commenting on the online shopping trends, PwC shares, Over the years, shoppers in the region increased their shopping with Amazon, with 76% shopping with Amazon at some point. What is more interesting is that 23% of Middle East respondents use Amazon exclusively versus 12% globally.

Regional shoppers enjoy ordering their groceries online; but this is a recent trend. Seventy-three percent of Middle Eastern shoppers are overall ‘likely to purchase groceries online in the next 12 months’ compared to 50% globally. This is a noticeable increase from last year with 58% Middle Eastern shoppers likely to purchase groceries online versus 48% globally.

The survey reveals that the biggest growth in mobile payment was experienced in the Middle East, with a 45% increase in mobile payment usage over the period of one year. That is almost double the rate of western markets and globally, an overall increase of 24% was seen over the past year.

Of course, the Middle East results differ by geography with KSA leading the way, followed closely by the UAE. Egypt lags behind with only 29% choosing mobile payment options. This is a long way from a few years back when Saudi consumers preferred cash on delivery payment and reported the lowest percentage of payment via credit cards. However, consumers’ willingness to pay for quick delivery has declined due to an increase in retailer offering free next-day delivery. Only 21% of Middle Eastern respondents were willing to pay for same-day delivery versus 41% last year.

Meanwhile, the survey found that Middle East consumers are not afraid to pay a premium. This is especially true of purchases related to health and wellness products, followed by technology/home entertainment and fashion.

It is no secret that social media is more widely used in the region, than anywhere else in the world; and the power of social media on regional consumers’ buying behaviours came through clearly in the Middle East, when compared to global results. Sixty percent of Middle East respondents say social media influenced their ‘fashion’ purchases, followed by 53% who cited technology purchases.

“It is time for consumer related metrics – ROI should not be the only measure. Consumers are looking for a seamless and easy purchasing journey, and companies can achieve this by mixing physical or human elements into digital interactions. The result is a greater return on experience with the customer and more lasting results for businesses,” states Norma Taki, Middle East Consumer Markets Leader at PwC.

Since 2010, PwC has annually surveyed over 20,000 consumers around the globe to track shopping behaviour. In this year’s survey, PwC reached out to more than 22,000 consumers in 27 territories across the globe, including 1,004 respondents from the Middle East.

Comments

comments

Previous Article Next Article

YOU MAY ALSO LIKE /


Almarai, Carrefour, Emirates have the most loyal customers

UAE-based Carrefour will become the first retailer in the region to offer new levels 

Continue Reading

February 22, 2021 | By RetailME Bureau

The Organic Farmers’ Market is back in Bay Avenue for its 12th 

Continue Reading

February 17, 2021 | By RetailME Bureau

UAE-based  Lulu Group recently inaugurated its first-ever all-female staff store in Jeddah, 

Continue Reading

February 15, 2021 | By RetailME Bureau
Jones the grocer

Jones the Grocer, the gourmet grocer and cheese retailer launches the Jones 

Continue Reading

February 1, 2021 | By RetailME Bureau

UAE-based Al Maya Supermarkets is hosting a two-week food festival at select 

Continue Reading

January 17, 2021 | By Lawrence Pinto

Locally-owned supermarket Spinneys has launched its ‘Power of Plants’ initiative in the 

Continue Reading

January 17, 2021 | By RetailME Bureau
Cookit

Carrefour UAE has launched “Cookit Yourself” — a curated recipe box created 

Continue Reading

January 5, 2021 | By RetailME Bureau
Al Islami Plant-Based Burger

UAE-based Al Islami Foods, one of the largest frozen food companies in 

Continue Reading

January 3, 2021 | By RetailME Bureau
Marks & Spencer's plant-based range

Marks & Spencer’s plant-based range now offers over 25 vegan products including meat-free 

Continue Reading

December 23, 2020 | By RetailME Bureau

World’s largest fully integrated online brand in fresh fish and meat e-commerce 

Continue Reading

December 14, 2020 | By RetailME Bureau
Koita

Homegrown, organic and plant milk company, Koita has announced its expansion into 

Continue Reading

December 9, 2020 | By RetailME Bureau
Middle East's vegan revolution

Today’s on-demand streaming services are ripe with docu-series and explainer videos on 

Continue Reading

December 3, 2020 | By Shruthi Nair




Download Images RetailME Magazine