A constantly changing world of retail
The customer’s in-store journey starts with the promise of an experience. It’s walking into a Sacoor Brothers store and being greeted with a live piano performance. In current times, what is not making the cut anymore? Complementary valet parking and face painting for kids amongst other things! Sales and super sales may not make it, either. The future of shopping is about concepts like the IMAGINE show (a sensory experience, combining the power of light, fire and power), drawing in consumers to the Dubai Festival City Mall. It’s also about the Click and Collect service, which allows you to place an order online and choose any store for collection, free of charge. It’s being offered by stores across the city, including Virgin Megastore, IKEA, and ACE.
What has changed in the recent past? “The way consumers shop is continuing to evolve, and the last year has been no different. Social media, in particular Instagram, is one medium that has undoubtedly grown throughout the last year. Instagram has contributed to the increase in influencer numbers (who can be extremely beneficial to retailers who are looking to attract a specific market segment). Retailers have gradually begun to ‘employ’ influencers to push trends, and these retailers often see a significant uplift in sales following products being featured on Instagram through influencers,” says Adosh Sharma, general manager, Robinsons.
You probably know enough of the drone delivery concept, so we’ll leave that aside. But, are you yet to go handsfree while shopping, i.e. getting your bags brought to you anywhere inside the mall, your car or the hotels connected to the mall, at your convenience, free of cost? If yes, then you need to use the Mall of the Emirates mobile app or call their team 15 minutes before you finish shopping. With an additional charge, you can even indulge in home or next day delivery.
“In May 2018, Lifestyle launched its newly-designed store at The Dubai Mall, integrating in-store technology and the personal element to bring to the customers an ‘omni-channel experience’. A key element of the enhanced interiors is the incorporation of projections, LED screens, touch screens and tablets, which allow for a seamless yet exciting customer journey,” says Vikas Attri, CEO, Lifestyle.
“Omni-channel shopping has undoubtedly changed retail as a whole. It relates to the sale of products through various different channels, including online, mobile, over-the-telephone along with in-store. Online kiosks will begin to appear in stores, providing customers with more choice than what they may see on the shelves in front of them,” says Adosh.