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While the demand for digital features drives shopper satisfaction in the UAE, a recent report suggests there is still room for improvement.

The UAE is not only home to the world’s largest shopping mall and a hub for international brands, but it is also the country where customers report the highest levels of shopping satisfaction, ranking second globally.

Digital Features Enhance Shopping Experience

The report, which surveyed nearly 14,000 consumers and 3,512 merchants across seven countries, found that 71 percent of UAE shoppers utilize on average 14 different digital features, which is more than the global average. These tools, known as “Click-and-Mortar”, involve both digital features and physical locations that replace the siloed world of online-only or in-store-only shopping.

Higher Satisfaction with Digital Features

“Digital features can simplify shopping, and our data finds a correlation between more features used with higher satisfaction,” explained Salima Gutieva, Vice President and Country Manager for the UAE, Visa.

“For instance, Click-and-Mortar shoppers in the UAE have an average 56 percent increase in satisfaction relative to in-store-only shoppers who avoid digital features,” Gutieva added.

Merchants Must Adapt to Meet Demand

Gutieva emphasizes that in the current retail landscape, digital innovation is playing an increasingly important role. Merchants tailoring their digital offerings to their diverse consumer base will be critical to meet the UAE’s demand for a high-quality, feature-led shopping experience.

Opportunities for Merchants

Currently, 9 out of 10 retail shoppers rely on digital aids when shopping in-store. These aids have resulted in a higher in-store shopping experience, topping other “Click-and-Morter” shopper satisfaction rates in some other markets, according to the report.

Yet, despite the high dependence on digital aids, the report found that UAE merchants currently offer fewer features on average than they did in the past year – highlighting an opportunity for UAE retailers to seize the growing demand for “Click-and-Mortar” offerings.

Popular Digital Features

Some of the most popular “Click-and-Mortar” features that Visa identified among UAE retail shoppers include:

• Ability to use preferred payment method
• Easy-to-navigate online store
• Digitally available product detail
• Digitally available product reviews

Millennials and Gen Z Drive Shift to Click-and-Mortar

Millennial and Generation Z consumers are the leading age cohorts driving the shift to Click-and-Mortar strategies in the UAE, with roughly 80 percent of millennial and Gen Z consumers incorporating digital features into their purchasing behavior.