Marks & Spencer works on mixed strategy
British retailer launches mega-store in Dubai, pads up online channels too
What do Marks & Spencer and Adnoc have in common? On the face of it, hardly anything … but check closer.
In the UAE, the UK retailer and the Abu Dhabi headquartered energy giant have ventured into online ordering and delivery. Adnoc is using 100 of its Oasis fuel-and-convenience store locations to deliver orders, which could even include hot beverages, right up to the doorstep within 30 minutes. The supermarket operator Spinneys also launched its online version, first in Dubai and then spreading out. As for Marks & Spencer, it’s decidedly going big on grocery … delivery.
“The M&S Food app saw a large increase in the number of orders from the end of March,” said Nick Batey, General Manager of M&S MENA.
“We noticed customers buying bigger food baskets during this time, in particular long-life groceries, frozen and bakery.
“Currently, this service is running across Dubai only … but we’re always looking to further ways to get our products to more customers. And encourage shoppers to get in touch via the app so they can be updated once the delivery service is available in their area.”
Part of that spike obviously has got to do with the movement restrictions in place since late March. The grocery online category was the standout winner as consumers and retailers shifted their exposure onto digital platforms. And by the looks of it, they intend to stay put online even as brick-and-mortar retail opens up.
A major rethink
“The last few months have pushed us to rethink our approach in a way that moves away from reliance on the traditional physical in-store experience,” said Batey.
“Since March, we have introduced three new ways to shop … including launching our e-catalogue for clothing and home, and partnerships with el Grocer and Deliveroo for speedy food deliveries, as well as implementing WhatsApp ordering capabilities.”