It’s easy to describe the retail landscape, from bricks and mortar to e-commerce and omni channels, as ‘ever-evolving’. It would be an understatement. We are seeing shifts in purchase habits, first and last-mile delivery, supply chain and choice, and data-backed marketing and payment solutions; the moving parts are endless. These shifts have, in a way, fuelled an industry boom; the GCC online retail has witnessed a triple-fold growth in recent years, leapfrogging from $10 billion in 2019 to $30 billion in 2022.
Particularly in FMCG, food and daily essentials, consumer demands are constantly evolving because improvements in the services rendered take their expectations to new levels. While customers initially appreciate better services, they quickly get used to them and expect and demand more speed and quality. This constantly shapes and reshapes their perceptions of service providers. This means that leaders of our industry are constantly attempting not only to stay consistent but also to raise the bar through investing in process optimisation, ranging strategies and new technologies that keep you ahead. With over 20 years of experience in the GCC and covering both B2B wholesale and direct-to-consumer, we know that meeting the customer ‘where they are’ has never been more important, and for a number of reasons. We have seen so much change in the past five years alone—our key to success has been a strong hold on recognising the need to be agile. We are deliberately lean, listen to customers’ feedback and act on it as quickly as possible. This is instrumental in retaining customers in a highly competitive landscape.
Customers have access to your competitors with a single swipe. Price comparisons, feedback, reviews—it is all out there for them to make buying decisions, and it’s surprising how many larger retailers don’t want to hear it. It’s not just about price and speed, either. It’s about transparency in company values, authenticity in dealing with issues and feedback and your true sustainability credentials.
In 2024, after four years of unprecedented global conditions, demand and challenges for retailers, I know that those who will achieve growth and build for success this year will pay attention to what customers want today and use this knowledge to anticipate their needs tomorrow. But what exactly does this mean, and how can we embrace a top-down mindset that is not just lip service but essential for brand loyalty, goodwill and, of course, repeat custom?
The goalposts have changed. Seeing the bigger picture and forecasting future trends is vital, but we cannot take our eyes off the micro—the circumstances our customers find themselves in. Rising costs and lifestyle changes all require a deeper understanding of their buying habits, customer experience, accessibility and ease of transacting.
Make life easier
A brand promise cannot just exist on your marketing materials. It has to be delivered and substantiated in service. How easy are you making it for your customers to transact with you? How robust are your payment, customer service and delivery pillars? Are you holding up your promises for speed, service, or quality? It’s not enough to provide the product; consumers are time-poor and service-conscious—if it isn’t working for them, they will tell you—but are you listening?
Listening to your customers
We see it all: non-responsive customer service channels, unreasonable return policies, or even being ghosted entirely. If you do not listen to and truly hear your customer feedback, they will find many other channels to share their dissatisfaction. Those social media channels you spend so much marketing on are your ideal listening tools, too, and you must react. The level of insight and data you will gain from taking online ‘chatter’ seriously and responding effectively is priceless, and in 2024, it’s genuinely expected.
Meet your customers
Meeting customers where they are extends beyond the digital realm. It also involves physical accessibility and proximity. Local retailers have a unique advantage; they are embedded within communities and can establish personal connections with customers. Without physical outlets, we are noticeable not just by our delivery vans but also by deliberate community engagement—this is entrenched in our marketing strategies. We have built a brand that is ‘allowed’ into millions of households, and that is an honour we don’t take lightly. To this end, our drivers are our ambassadors, too—it’s our job to make their lives easier by providing access to water and nutritious meals to all of them on the go and ensuring that they enjoy an equitable employment experience.
Moreover, meeting customers where they are means anticipating their needs and preferences, often before explicitly articulating them. This requires leveraging data analytics and customer insights to identify emerging trends and tailor offerings accordingly. Meeting customers where they are necessitates a commitment to exceptional service and responsiveness. This entails providing personalised recommendations, promptly addressing inquiries and resolving issues or concerns efficiently and with a personalised touch.
Retailers must embrace innovation and new technologies to enhance the shopping experience. Meeting customers where they are is a strategic imperative for local retailers seeking to thrive. By understanding their customers, embracing digitalisation, prioritising convenience and accessibility, and delivering exceptional service, large and small retailers can forge deep connections with their communities and foster long-term loyalty and success.
