Nine out of 10 car buyers in the Emirates have no idea what car they will buy before they start researching online for their options. The figure comes from Google’s Global Auto Shopper Study into our buying patterns and the manner in which some auto dealers miss out on possible sales because of gaps in their digital strategy.
“90 per cent of UAE residents are not sure of the brand they will buy before they start browsing so there is a massive ability to influence someone’s choice,” said Marie de Ducla, head of the automotive industry at Google in Mena. “That compares with 79 per cent in the UK and 80 per cent in the US. The discrepancy comes from the amount of available brands here.
“UAE residents have a high purchasing power - and expats typically experience an increase in purchasing power when they move to UAE. This gives individuals more choice and thus makes them more undecided when starting to search for a car.”
The country’s love of mobile devices was obvious in the report with 60 per cent of car buyers using their mobiles to research brands and, increasingly, watch videos (77 per cent) about various cars. It is a trend that is being targeted by UAE-based dealerships that are vying for space on the digital platform.
“We are currently working on a completely new mobile engagement strategy,” said Patrick Fourniol, head of marketing at Al-Futtaim Motors - Toyota.
“It will allow people to virtually complete their purchasing decision via a mobile platform. We have a dedicated team that provides constant updates and actively engages with the online community, addressing their feedback, questions, comments and concerns either directly or via the appropriate channels. This results in more test drives and purchase consideration, as well as increased sales.”
The report suggests that a clear digital strategy can pay dividends for auto dealers but a disconnect between the digital marketing and the physical response can elicit a negative response.
“The online experience is expected to mirror the physical reality, so bad service virtually is the same as bad service face to face,” said Mrs de Ducla. “It seems some customer relationship management systems are not organised and developed in a way that the dealership can refer to, or follow up on, the request. They then lose all the leads they get from online media. Over half of our respondents (56 per cent) would turn to another dealer with an inadequate online response, and some would switch brand.”
While digital platforms increasingly shape the marketing of most brands in the UAE and the ubiquity of smartphones allows instant access to a variety of platforms, some car salesmen believe cars are bought in a show room, not on a phone.
“The vast majority of our customers who do their research online still prefer human interaction to help them with the purchase decision,” said Fardeen Sara, general manager of sales at Al-Futtaim Honda. “They are looking for the buying experience and someone to guide them before they sign on the dotted line. There is a small minority of customers that know exactly what they want and simply walk in and purchase on the day as long as the deal is right.”
ascott@thenational.ae
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COMPANY%20PROFILE
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Women’s World T20, Asia Qualifier
UAE results
Beat China by 16 runs
Lost to Thailand by 10 wickets
Beat Nepal by five runs
Beat Hong Kong by eight wickets
Beat Malaysia by 34 runs
Standings (P, W, l, NR, points)
1. Thailand 5 4 0 1 9
2. UAE 5 4 1 0 8
3. Nepal 5 2 1 2 6
4. Hong Kong 5 2 2 1 5
5. Malaysia 5 1 4 0 2
6. China 5 0 5 0 0
Final
Thailand v UAE, Monday, 7am
The specs
Engine: Long-range single or dual motor with 200kW or 400kW battery
Transmission: Single-speed automatic
Max touring range: 620km / 590km
Price: From Dh250,000 (estimated)
The biog
Favourite films: Casablanca and Lawrence of Arabia
Favourite books: Start with Why by Simon Sinek and Good to be Great by Jim Collins
Favourite dish: Grilled fish
Inspiration: Sheikh Zayed's visionary leadership taught me to embrace new challenges.
COMPANY%20PROFILE
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Greatest of All Time
Starring: Vijay, Sneha, Prashanth, Prabhu Deva, Mohan
Company%20Profile
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What drives subscription retailing?
Once the domain of newspaper home deliveries, subscription model retailing has combined with e-commerce to permeate myriad products and services.
The concept has grown tremendously around the world and is forecast to thrive further, according to UnivDatos Market Insights’ report on recent and predicted trends in the sector.
The global subscription e-commerce market was valued at $13.2 billion (Dh48.5bn) in 2018. It is forecast to touch $478.2bn in 2025, and include the entertainment, fitness, food, cosmetics, baby care and fashion sectors.
The report says subscription-based services currently constitute “a small trend within e-commerce”. The US hosts almost 70 per cent of recurring plan firms, including leaders Dollar Shave Club, Hello Fresh and Netflix. Walmart and Sephora are among longer established retailers entering the space.
UnivDatos cites younger and affluent urbanites as prime subscription targets, with women currently the largest share of end-users.
That’s expected to remain unchanged until 2025, when women will represent a $246.6bn market share, owing to increasing numbers of start-ups targeting women.
Personal care and beauty occupy the largest chunk of the worldwide subscription e-commerce market, with changing lifestyles, work schedules, customisation and convenience among the chief future drivers.
MATCH INFO
Uefa Champions League semi-finals, second leg:
Liverpool (0) v Barcelona (3), Tuesday, 11pm UAE
Game is on BeIN Sports
Brief scores:
Manchester City 3
Aguero 1', 44', 61'
Arsenal 1
Koscielny 11'
Man of the match: Sergio Aguero (Manchester City)
The%20specs
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Blackpink World Tour [Born Pink] In Cinemas
Starring: Rose, Jisoo, Jennie, Lisa
Directors: Min Geun, Oh Yoon-Dong
Rating: 3/5
5 of the most-popular Airbnb locations in Dubai
Bobby Grudziecki, chief operating officer of Frank Porter, identifies the five most popular areas in Dubai for those looking to make the most out of their properties and the rates owners can secure:
• Dubai Marina
The Marina and Jumeirah Beach Residence are popular locations, says Mr Grudziecki, due to their closeness to the beach, restaurants and hotels.
Frank Porter’s average Airbnb rent:
One bedroom: Dh482 to Dh739
Two bedroom: Dh627 to Dh960
Three bedroom: Dh721 to Dh1,104
• Downtown
Within walking distance of the Dubai Mall, Burj Khalifa and the famous fountains, this location combines business and leisure. “Sure it’s for tourists,” says Mr Grudziecki. “Though Downtown [still caters to business people] because it’s close to Dubai International Financial Centre."
Frank Porter’s average Airbnb rent:
One bedroom: Dh497 to Dh772
Two bedroom: Dh646 to Dh1,003
Three bedroom: Dh743 to Dh1,154
• City Walk
The rising star of the Dubai property market, this area is lined with pristine sidewalks, boutiques and cafes and close to the new entertainment venue Coca Cola Arena. “Downtown and Marina are pretty much the same prices,” Mr Grudziecki says, “but City Walk is higher.”
Frank Porter’s average Airbnb rent:
One bedroom: Dh524 to Dh809
Two bedroom: Dh682 to Dh1,052
Three bedroom: Dh784 to Dh1,210
• Jumeirah Lake Towers
Dubai Marina’s little brother JLT resides on the other side of Sheikh Zayed road but is still close enough to beachside outlets and attractions. The big selling point for Airbnb renters, however, is that “it’s cheaper than Dubai Marina”, Mr Grudziecki says.
Frank Porter’s average Airbnb rent:
One bedroom: Dh422 to Dh629
Two bedroom: Dh549 to Dh818
Three bedroom: Dh631 to Dh941
• Palm Jumeirah
Palm Jumeirah's proximity to luxury resorts is attractive, especially for big families, says Mr Grudziecki, as Airbnb renters can secure competitive rates on one of the world’s most famous tourist destinations.
Frank Porter’s average Airbnb rent:
One bedroom: Dh503 to Dh770
Two bedroom: Dh654 to Dh1,002
Three bedroom: Dh752 to Dh1,152