Always-on consumers are linking their phones to their purchases more than ever before.
The MENA region has undergone a rampant digital transformation where people have a mobile device in at least one hand, if not both. Today, mobile usage has gone beyond calls, and has redefined consumer behaviour. New trends are discovered in news feeds and these are discussed on services like Messenger and WhatsApp. The mobile screen has, as a result, become a window to the world and today connects users to the people and things that matter most to them. For brands and those in the retail industry, this means they can directly engage with consumers, leveraging new moments created by mobile to reach people. (For example, 69 per cent of people access their mobile while shopping in-store). With 84 per cent smartphone penetration across the region (which is among the highest in the world), coupled with the vast amounts of time and attention spent on mobile (close to five hours a day in the UAE) the possibilities for the retail economy in the mobile age are immense.
In the Middle East, technology has witnessed massive adoption and, with e-commerce expected to grow to $20bn by 2020, consumer trust in offline retail and malls is being challenged. At a time when brand engagement and increasing sales happens primarily online, it is critical for retailers to consider ways to drive people to stores.
This story is from the June 25, 2017 edition of Campaign Middle East.
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This story is from the June 25, 2017 edition of Campaign Middle East.
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