17% of UAE respondents say they are already ordering grocery products online for home delivery as at the Grocery & Gourmet Food store and about two-thirds (63%) are willing to use it in the future, according to the new Nielsen Global E-commerce and the New Retail Survey. The survey polled 30,000 online respondents in 60 countries to understand how digital technology will shape the retail landscape of the future. The report looks at how consumers are using technology and offers insights into how retailers and manufacturers can use flexible retailing options to improve the shopping experience and drive increased visitation and sales across channels.
CONNECTED COMMERCE: BRIDGING DIGITAL WITH THE IN-STORE EXPERIENCE
The good news for brick and mortar retailers is that clicks won’t be replacing bricks any time soon. Online shopping has a number of benefits, but physical stores also have strong key advantages over e-commerce—especially for fast-moving consumer goods. In fact, the majority of UAE respondents (69%) reported that going to the grocery store is an enjoyable and engaging experience. A similar percentage (65%) thinks grocery shopping in a retail store is a fun day out for the family.
However, Nielsen research shows that clicks do lead to bricks and this is an important take-away for retailers and manufacturers who must engage the consumer early on the path to purchase. There are many touch-points along this path, which include finding the store, making shopping lists, checking prices, researching products, sharing reviews and manufacturer and retailer content on social media and finally purchasing.
“E-Commerce is definitely on the rise in our region,” said Arslan Ashraf, Managing Director, Nielsen Arabian Peninsula. “However, the physical shopping is still an important part of our culture in the Middle East. This is an experience which online shopping can’t provide. Therefore, retailers and manufacturers need to take a blended approach of online and offline to be successful and attract consumers who will use whatever channel best suits their needs – either for research, entertainment or shopping.”
