沙特阿拉伯和阿联酋杂货零售商的策略

© Oliver WymanWHY THIS RESEARCH WAS CONDUCTEDToday, more than ever before, grocery retailers must understand their customers’ needs andexpectations, evaluate their own strengths and weaknesses against competitors, and developa truly differentiated proposition. This is certainly the case in the United Arab Emirates (UAE),where competition is intensifying in pursuit of “like-for-like” sales growth. It is equally essentialin the Kingdom of Saudi Arabia (KSA), despite the fact it is a market in which growth can still bemore readily attained through expansion. It’s important to note that these are countries withpopulations that are relatively young, diverse, and tech savvy, and where purchasing power isincreasing: in fact spending is forecast to rise by 5.0% in the UAE and 4.3% in Saudi Arabia in 2024.The Oliver WymanCustomer Perception Map (CPM) survey has established itself in matureWestern markets by tracking customer perceptions and behaviors in the grocery sector.In this report,Oliver Wyman applies the same methodology and analysis to key GulfCooperation Council (GCC) markets Saudi Arabia and the UAE. The survey offers insightsinto the factors that attract customers, while also identifying areas where current strategiesmay lack competitiveness. Our findings shed light on key differences between the UAE andSaudi markets, while also highlighting useful comparisons and contrasts with grocery retailmarkets in the United States (US) andEurope.These insights are particularly essential in the current climate, with the GCC retail landscapeundergoing a major transformation, meaning retailers need a deep understanding ofcustomer needs and preferences to survive, thrive, and maximize revenue. Ultimately,today’s investment decisions need to be future proofed to prepare for when the fight forcustomer walletsintensifies.To attract customers, a differentiated proposition that sets retailers apart fromcompetitors is needed. Typically, there are threeoptions:1.Offer specialist:A focus on premium customer experience with high quality and exclusiveproducts, as well as excellent service. Instead of trying to cater to everyone, this strategy isfor a specific target customer group and is all about becoming expert in thatarea.2.Value specialist:Provide customers with a limited assortment and customerservice, but deliver good value for money and competitive prices, while also offeringspecialpromotions.3.Multi-specialist:These are retailers with broad appeal and strength in terms of bothvalue and offering. Their differentiated propositions attract customers. Hypermarketsare often found in this category because they offer a large assortment, a variety of freshservice counters, and aggressivepromotions.Today’s investment decisions need to be future proofed to prepare forwhen the fight for customer walletsintensifies.1Zawya, UAE to see 5% rise in consumer spending in 2024 1 © Oliver WymanHOW THIS RESEARCH WAS CONDUCTEDThe Oliver Wyman CPM survey asks customers tocompare the retailers they shop at based on a rangeof criteria. The results can be aggregated to providea relative positioning of each retailer in terms of theiroffer andvalue.The survey also examines satisfaction drivers in detail, specifically focusing on price,promotions, quality, service, range, and ease of shopping. These metrics are used to assesseach retailer’s relative strengths and weaknesses within the competitivelandscape.The survey comprises approximately 100 questions, including a comparative section thatexamines various quality aspects, customer satisfaction with product ranges and pricingacross different categories, and the attractiveness of promotions and loyalty programs.It also addresses several other elements of the shopping experience, such as employeeservice, the checkout experience, and cleanliness. Additionally, the survey gauges customersentiment on topics such as private-label offerings, online shopping, technology and datausage, the appeal of discount models, and the relevance of localproducts.More than 20 UAE grocery retailers and 15 Saudi retailers, representing various formats(both online and offline), were included.Oliver Wyman surveyed a representative sampleof 1,000 people in the UAE and 1,200 in Saudi Arabia through an online questionnaire,conducted between 22 February and 19 March2024.Exhibit 1: A key outcome of the survey is the Customer Perception Map (CPM), plottingretailers on “offer” and“value”Ways to win on the customer perception mapGreatofferGreat valueWinningPoorofferPoor valueLosingFair trade lineOptimal offer/value tradeoffSource: Oliver Wyman 2024 CPM surveySurveydefinitionsValue:price and promotionsOffer:quality, service, range, andease of shopping Offer specialist:Trulydifferentiated proposition• Innovative assortment• Premium customerexperience• Higher pricesValue specialist:Low-cost value leaders• Balance of value and offer• Costs managed to createcompetitive advantageMulti-specialist:Best of both worlds• Best end-to-end val