Video: What's driving consumer decisions in the UAE?

Sun 27 Jan 2019 01:54 PM GST
78% of UAE consumers feel comfortable sharing data with retailers, despite global issues of data breaches and customer information misuse

More than half of consumers have expressed stress globally about data breaches ranging from identity theft to hacking, spamming, and use of information without permission. However, in the UAE, the majority of people are still comfortable sharing their personal information.

UAE consumers are more likely to share their personal details if they see tangible value and were guaranteed that the information is being collected by brands for personalisation or in a bid to offer better deals.

“What the consumer wants is the idea that we call permission and presumption. First, ‘am I giving you permission to use my data? Second, how are you going to use the data?’ So if I’m giving you my data and you’re using it to give me a better offer, then fantastic. If I’m giving you my data and you are selling it to somebody else, not so good. I also have a presumption that you are going to protect my data”, explained Julio Hernandez, Customer Advisory Lead, KPMG.

With customer spending actively spreading towards the digital space, ecommerce and online shopping is becoming more and more prevalent, but trust still remains a key challenge for consumers. Globally, 46 percent of the consumers were concerned about the theft of credit card details when shopping online; and 38 percent were concerned about the unauthorized tracking of their online habits by companies, governments, and criminals.

“Trust and this whole idea of integrity is incredibly important. The very core to build a great customer experience is around integrity. It is also about setting the right expectation and fulfilling the promises. So trust is going to be critically important”, he said.

Trust also varies widely by industries. In the UAE, sectors that enjoyed the highest level of trust among consumers were healthcare (63 percent), banking (52 percent), retail (51 percent) and technology firms (38 percent), while the least trusted was advertising at 15 percent.

(Source: Arabianbusiness.com YouTube channel)