Put on the smiles as they count

Dubai:Be nice to your customer — this time-honoured shopper tactic is still the best way to seal a sale. Unfortunately, it is still one that is yet to be perfected in the local marketplace.

“Customer service is still an issue among shoppers in the UAE and brands that win can offer instant gratification for a time-conscious consumer,” says a new report brought out by Cheil UAE, which did an exhaustive study on consumer behaviour patterns through on-site analysis at malls, supermarkets and restaurants.

But the shopper of the future needs to be wooed as much over his or her smartphone or tablet as on the shop floor. Or why not have a shopping experience at the Metro? “It’s only a matter of time in a busy city like Dubai, where service and delivery is so competitive, for supermarkets, beauty products or restaurants to sell, via the mobile phone, on the Metro, bus stops and malls — essentially turning these destinations into the new real estate for retail,” the report adds.

“There is a trend in the UAE to provide consumers a more comfortable and intimate experience, which means not even selling services or products at the traditional points of purchase.

“The year 2013 is definitely the year that the Middle East consumer will understand the power and perks of their smart phones. This will lead brands and agencies to roll out cashless initiatives.”

Where a shopper is undecided, brands and marketers can deploy technology to ease the process. “Shoppers in the UAE are in constant motion and are leading the way brands use technology to interact,” said Jinny Ki, planning director for Cheil UAE. “Except it should be the other way round – retailers and brands need to better understand shopping behaviour in order that they can offer an experience which is not something expected or demanded but something that is surprising.

“Only then can a brand except to move people into a monetised position.”

In the mean time, get sales assistants to put on a warm smile and courteous manner.