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7/12/24, 1:05 PM Omnichannel retail: Future of Middle East shopping
blurred the lines between physical and digital retail, but has also set new standards for
convenience, product availability, and consumer preferences.

The rise of omnichannel retail

As close observers of industry trends, we have noted that integrating omnichannel
strategies is crucial for retailers looking to thrive in this new retail environment. It is no

longer just a good-to-have, but a strategic imperative that offers a seamless shopping
experience to customers, whether they shop online from a mobile device, a laptop, or
in person in a brick-and-mortar store.

That said, simply rolling out online shopping options is not enough to guarantee

customer satisfaction. Omnichannel fulfilment will bring its own set of challenges.
Studies estimate that 2030 will see a 36% increase in online purchases, leading to 7.2

million additional delivery vehicles on the road, which will drive up congestion and
increase the risk of missing delivery deadlines.

Minimising order delays is arguably the biggest challenge to operating profitably in an
omnichannel setting. Over 48% of consumers intend to stop purchasing from

businesses that breach their on-time service levels; the few who will continue to shop
with them plan to reduce their spending by 45% further.

Emerging trends in omnichannel fulfilment

One significant trend we’ve noticed is the increasing demand for quick commerce
deliveries, where timelines are a few hours or less. This expectation has accelerated the

need for robust logistics solutions that can handle fast turnaround times without
compromising product quality, especially for perishables like groceries, which require a
sophisticated cold chain logistics system.

Personalisation is another key trend, and securing insights from advanced data
analytics helps deepen our understanding of customer preferences. These insights can
then be leveraged to drive better business outcomes with tailored marketing and

product offerings.

This approach enhances customer satisfaction and boosts loyalty by ensuring that our
promotions and products align with individual consumer needs. Analysing purchase

patterns, such as the time of purchase, can also help in offering multiple, convenient
time slots to customers and improving dispatch planning and fleet utilisation. This is a

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