Social media builds customer loyalty in the region; report
Customers in the UAE expect a consistent shopping experience and expect retailers to have a presence on social media platforms
A recent report has highlighted that with over 95% of the Middle East's online population using social networking sites, retailers should use these sites to gain customer loyalty.
Marketing platform HubSpot noted that retailers are exploring ways to become more personal with their customers through online and social activities. It revealed that 95% of millennials expect brands to have a Facebook presence and 46% of online customers expect brands to provide customer service on social media platforms. Furthermore, customers within the region expect a consistent shopping experience, whether they purchase online, in-store or through a mobile app.
Mohamad Jaber, group marketing & communication manager, Paris Gallery, said: In an era where there are an infinite number of options presented to the consumer for instant purchase, retailers need to give customers a reason to choose them.
"Trends like 'click and collect', ‘mobile pay', ‘app navigation', ‘virtual fitting rooms and shopping carts' are integrating shopping experience for the consumers. On the other hand, being connected to the consumer via social media to provide assistance and rectify complaints, is also important, as 55% of the Middle East's population is under the age of 30, and most of them are internet savvy."
According to Gartner, globally over 21 billion IoT devices will be connected for retail operations by 2020. Therefore IoT is a promising area for a retailer to invent in as physical stores and online operations can easily connect.
Tarek El Goweiny, CEO, NCC Group, added: "While e-commerce will not take over traditional retailers anytime soon, brands in the region need to place the consumer at the heart of their online strategy if they want to remain relevant to the next generation. To achieve this, online and bricks-and-mortar need to complement each other. Integration of IoT to the traditional operations is thus essential. The deployment of technologies that seamlessly connect the physical with the virtual, to provide real-time information, will be a necessity in the future."