Digital experiences to bring customers back in stores

The internet can be a significant driver for in-store shopping by providing shoppers a connected experience. (Supplied)
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Updated 18 August 2021
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Digital experiences to bring customers back in stores

  • New study by Foresight Factory and Snap sheds light on UAE consumers’ shopping behaviors

DUBAI: A global survey conducted by Foresight Factory, released in partnership with Snap, has found that “connected shopping” — a digital experience that connects to the store experience — is key to bringing people back to the store, as shoppers say they want to enjoy the benefits of online shopping, but in-store.

The findings show that despite the challenges retail stores around the world are facing, the internet can be a significant driver for in-store shopping by providing shoppers a connected experience. Increasingly, customers are expecting the benefits of both online and in-person shopping across their entire shopping journey, which includes product testing and engagement online followed by in-store purchases.

“Consumers are demonstrating a clear desire for the human interaction that comes with in-person shopping, alongside the convenience and engagement of online shopping,” said Meabh Quoirin, co-founder and CEO of Foresight Factory.

“‘Connected shopping’ should be at the heart of brands’ strategies to drive shoppers back into their stores, as our study shows that when brands embrace technologies both in-store and online they could further strengthen and deepen their connections with consumers,” she added.

In the UAE, 58 percent of consumers — 54 percent of millennials and 58 percent of Gen Z – always use their phones while shopping in stores, the study found. Moreover, 60 percent of UAE shoppers would specifically visit a store if it had interactive services that allowed them to try on items virtually.

Around 40 percent of shoppers say that not being able to see, touch and try out items are the most significant factors that put them off online shopping, highlighting the growing appetite for online product testing and try on.

KEY INSIGHTS INTO THE UAE CONSUMER’S SHOPPING BEHAVIOR

• E-commerce has accelerated in the last year with 65 percent claiming to have shopped on their mobile more since the start of the pandemic

• More than 50 percent already expect augmented reality to be available when they are shopping for items such as clothes, beauty, furniture, luxury products and cars

• 63 percent have missed the human interaction that comes with shopping in-store

• One-third said they were more likely to shop in stores that offered common online features such as instant access to stock information

Fifty percent of UAE shoppers are afraid of catching coronavirus disease (COVID-19) when in-store and yet, 60 percent prefer to try things on in-store. This gap can be bridged by technology with the study showing that 35 percent of UAE shoppers expect augmented reality to be available in-store in the coming year, so they can try on clothes virtually even in-store to feel safer.

“Our study with Foresight Factory underlines that consumers nowadays prefer to have a hybrid shopping experience that combines the best of the physical and online worlds. To achieve that, brands should reimagine their approach to create a distinctive, social and efficient experience for their customers,” said Hussein Freijeh, general manager of Snap Inc. Middle East.

The study was conducted across 12 markets: Australia, Canada, France, Germany, Italy, Japan, The Netherlands, Norway, Saudi Arabia, UAE, UK and US.

 


Award winning Al Arabiya reporter recounts horrors of covering Sudan

Updated 42 min 32 sec ago
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Award winning Al Arabiya reporter recounts horrors of covering Sudan

  • Almigdad Hassan describes his journey covering killings, hunger and disease
  • RSF continues onslaught as world fails to stop Sudan war

LONDON: When war erupted in Sudan in April 2023, Almigdad Hassan, a 27-year-old pharmacy graduate from the University of Khartoum, had just begun his first job at a pharmaceutical company.

Within days, the explosions that trapped him in the capital pushed him into frontline war reporting for Saudi Arabia broadcasters Al Arabiya and Al Hadath.

It was a decision that would later earn him an international free press award for courageous coverage of one of the world’s most underreported and inaccessible humanitarian catastrophes.

Front view of the University of Khartoum's Faculty of Pharmacy, where Almigdad Hassan earned his BS Pharmacy degree. (Supplied)

As most residents fled Khartoum, Hassan said he felt compelled to stay.

“Something inside me was driving me to stay, but I didn’t know what it was,” Hassan told Arab News after winning the Newcomer of the Year award from Free Press Unlimited, a Netherlands-based international press freedom organization.

“I just felt that this was my chance to use my talent in media to do something for my people and humanity.”

At the time, he took three days to accept Al Arabiya’s offer to become an official war correspondent, following a previous internship with the network.

He did not anticipate that the power struggle between the Sudanese Armed Forces and the Abu Dhabi-backed Rapid Support Forces would spiral into a protracted war — now nearing its third anniversary and widely described as the world’s worst humanitarian crisis.

“Things escalated so quickly in Khartoum. Main roads and bridges were blocked, armored vehicles and military checkpoints were seen everywhere,” Hassan said, referring to the RSF’s seizure of Khartoum International Airport, the presidential palace, and several military bases in April 2023.

“Every time I carried my equipment and stepped outside to report, I did not know whether I would reach my assignment or make it back home. Every decision put my life at risk.”

He shared harrowing testimonies from survivors in displacement camps in El-Obeid, North Kordofan, where residents had fled violence in the RSF-controlled towns of Kadugli and Dilling in South Kordofan before their liberation during a major SAF army breakthrough last fortnight.

“I heard more than 10 accounts of grave human rights violations, including mass killings, torture, widespread gang rape, and arbitrary imprisonment,” Hassan said of his reporting last December.

Hassan recounted 15 months of reporting from RSF-controlled Khartoum before the SAF retook the capital last March, describing it as “the darkest time of my life.”

“Khartoum was hell back then. It was the worst place in the world in terms of security and the violation of every basic human right to a level no one can imagine,” Hassan said.

He recalled that the most harrowing scenes he witnessed came within the first week of the war, when “bodies of residents lay decomposing in the streets and were eaten by dogs.”

“This was the moment I realized our humanity was being erased, just as those bodies were slowly vanishing,” Hassan said, “but it reinforced my belief that documenting these horrors was my mission, no matter the risks.”

He reported attacks involving killings, rape, and arbitrary kidnappings carried out inside private homes. He also pointed to unofficial mass graves hastily dug into residential streets to bury the dead, while some bodies were left to decompose inside houses.

“The armed men would celebrate killing residents because anyone living in army-controlled areas was seen as supportive of the army,” Hassan said.

“These are not only media narratives. It is a reality people lived.”

Since the war began, both the RSF and SAF have been accused of committing atrocities. However, the RSF has been accused of genocide against non-Arab groups such as the Masalit, Fur, and Zaghawa tribes in West Darfur. Abu Dhabi has been accused of backing the RSF.

Last year, a detailed report produced by Amnesty International provides evidence for the presence of UAE armored personnel carriers and infantry fighting vehicles in Sudan being used by the RSF in particular. Amnesty also accuses the RSF of war crimes. 

In August 2024, 15 months into the war, the UN-backed Famine Review Committee of the Integrated Food Security Phase Classification declared famine in North Darfur’s Zamzam displacement camp, which had been under RSF blockade — the committee’s first such determination in more than seven years.

Last November, the UN declared famine in RSF-controlled Al-Fasher, the capital of North Darfur, and Kadugli, the capital of South Kordofan, warning that a further 20 areas across Darfur and Greater Kordofan were at risk in what it described as “the world’s largest hunger crisis.”

Last fortnight, the global hunger monitor issued an alert saying famine thresholds for acute malnutrition had been surpassed in the contested North Darfur localities of Um Baru and Kernoi.

Hassan pointed to the lack of safety and severe movement restrictions in RSF-controlled areas, describing neighborhoods as “largely emptied of residents” and cut off, with no services or medical supplies.

By autumn 2024, months before Khartoum was reclaimed by the army, residents in some neighborhoods were dying from diseases such as dengue fever, with no access to basic medical supplies or care.

Hospitals, he said, were reporting at least four deaths a day.

During the outbreak, which also infected some of his fellow journalists, Hassan said he relied on his training as a pharmacist to assess the risks but was still “scared for my life, knowing the risk was high and there was little protection.”

He said he felt a responsibility to document both the military and humanitarian dimensions of the war, particularly in the absence of any rule of law or effective security presence.

People, he noted, were entirely dependent on humanitarian support at a time when aid organizations were denied access.

“It was hard to witness this as a human being, let alone document it as a journalist,” he said. “Even enemies have basic human rights that need to be maintained, but unfortunately, what I saw was that fighters and armed militia got used to the act of killing in a horrific manner.”

The RSF, he said, engaged in direct clashes that killed civilians while also burning entire villages and looting livestock, shops, and property. Once-bustling roads in Khartoum had become deserted, unrecognizable corridors of destruction.

Caption

According to UN figures, the conflict has displaced roughly 14 million people and killed hundreds of thousands.

Hassan said his work as a journalist allowed limited movement around Khartoum after complex security arrangements with both sides — a privilege unavailable to most civilians.

“Yet, we were often caught in crossfire and at risk of being killed by the other warring party, which viewed us as siding with the enemy,” he said.

“As journalists, we relied on solar power to charge our equipment and stay connected, which gave us more access than ordinary citizens. Even then, once we left our office — often our only safe space — we were completely isolated. If something happened to you in the streets, no one would know.”

Beyond the devastating loss of human life, Hassan said the violations extended to Sudan’s cultural heritage and national history.

Reporting from the aftermath of attacks on the presidential palace and the national museum, he said he witnessed the destruction and looting of artifacts tracing the country’s history since independence.

“I watched the country’s history being erased in front of my eyes,” he said, referring to damaged artifacts, gifts from earlier eras, and the destruction of classic cars once used by former presidents.

“I realized the brutality of this war when I saw people killing their own countrymen and destroying their own culture, heritage and history.”

Hassan described residents’ “hysterical happiness” in every area retaken by the army. Many, he said, likened life under RSF rule to “colonialism,” saying they were treated like foreigners rather than Sudanese.

Almigdad Hassan described ‘hysterical happiness’ in every area retaken from RSF. (Supplied)

Though both sides have been accused of violations, Hassan said people want a ruling authority that restores the basic dignity and human rights they lost.

In announcing the award, Free Press Unlimited said Hassan was recognized for his “dedication, courage, and ability to deliver compelling, accurate reporting under extreme conditions.”

Hassan said the recognition deepened his sense of responsibility toward humanity and strengthened his determination to continue reporting on the devastating war.

“With time, I understood the importance of what I do,” he said. “I realized how journalism can protect lives and deliver voices that would otherwise go unheard.”

He described the award as a shared responsibility with the international community. With his work now recognized globally, Hassan said his reach — and his mission — has only grown.

“It is no longer a job. It is my mission.”