Consumers in the UAE are choosing to engage with companies in a number of new ways. Brands that truly understand them – harnessing the power of the smartphone in their pockets and the data that they are willing to share – will secure the loyalty of these customers for the long term, as per the Aimia Loyalty Lens report, released in the UAE.
The research confirms the connected ‘savviness’ of consumers within the region, along with a willingness to share information with brands in return for more personalized offers and services. Sixty-five percent of consumers in the UAE said that they will share personal information to receive better offers and services. However only 10 per cent of consumers in the UAE said they had actually received better services and benefits from companies as a result of sharing personal details.
“This is a golden moment for companies to build meaningful relationships with their customers, but this opportunity will quickly disappear if companies fail to respond appropriately. Our research shows that consumers in the UAE are willing to share their information with brands. Successful companies will seize this moment and think about what they can do for the customer, not to the customer, with each personalized communication, experience, and offer,” commented Paul Lacey, Managing Director, Middle East, Aimia.
The Aimia Loyalty Lens found that at 71 per cent, UAE consumers are more willing to share their mobile numbers with companies than any other market. In comparison, only 23 per cent of German consumers are willing to provide this detail, and 38 per cent of UK consumers.
Have you got a coupon for that?
The smartphone is also central to the increase in coupon usage within the UAE. There has been a substantial increase in the number of coupons downloaded since last year. In 2014, 27 per cent of the population had downloaded a coupon. This jumped to 42 per cent in 2015.
How do you want to pay?
As UAE consumers become increasingly dependent on their mobile devices, their appetite to make shopping more convenient has also increased substantially. In 2014, 57 per cent of Aimia Loyalty Lens respondents in the UAE said they were likely to use a mobile wallet, and that figure has climbed to 62 per cent in 2015.
“Our region is fast becoming a hotbed for the tech-savvy, digitally led marketing campaigns. The success of a brand, and indeed a loyalty programme’s success, hinges on the ability to reach consumers through their mobile devices – whether it’s downloading a coupon, using a digital wallet or receiving a relevant offer. Because consumers here are so willing to connect with brands on their mobiles, loyalty uptake continues to rise even as it plateaus in other countries,” said Mr Lacey.
