The way consumers use mobile phones has evolved over the past decade and has played a significant role in improving the shopping experience for consumers, regardless of where and how they shop.
According to a recent cross-national study conducted by PYMNTS, “Around 130 million consumers in Australia, Brazil, Mexico, the United Arab Emirates, the United Kingdom and the United States now use their smartphone to make purchases – whether to make in-store purchases, order grocery deliveries through the app, or enable contactless payments at the physical point-of-sale (POS).”
Read the report: Global Digital Purchasing Index 2022
According to the 2022 Global Digital Shopping Index report, published in collaboration with Cybersource, consumers in the United Arab Emirates (UAE) have become the most “mobile” when it comes to in-store shopping, with 59% of them – around 882 000 consumers – using their smartphones to improve their in-store shopping journeys in 2021, more than any other country surveyed.
These UAE consumers are also the most likely to use their smartphones for a wider range of functions while browsing the aisles of physical stores, including making real-time purchases, checking product reviews and ratings, check inventory status, earn loyalty and rewards points, and locate merchandise in stores.
Due to this significant change, merchants on all continents have been forced to improve customer satisfaction both online and in physical stores by providing both a comprehensive multi-channel shopping experience and the functionality of digital purchases needed to support it.
Again, merchants from the United Arab Emirates come in second after US merchants when it comes to providing a seamless user experience, scoring an average score of 103.7 – a high score means consumers experience less friction when shopping with a merchant, according to the report.
The secret to success for UAE merchants is implementing features in a way that makes them readily available and easy to use, without needing to offer all the shopping features PYMNTS has researched, including multi-channel digital profiles, in-store pickup options and online products. details.
Even with the limited number of features, shoppers in the UAE still reported a much smoother shopping experience than their counterparts in other countries like Mexico, indicating that consumers expect more from merchants than just offering more. of features.
To improve their customers’ shopping experience, merchants must also ensure that features are easy to find and convenient to use.
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