// SCALING UP //
“
UNLESS THE TRADITIONAL
BRICK AND
MORTAR RETAIL STORES DON ’ T ADAPT TO THE NON-
LINEAR BUYING BEHAVIOUR ,
THEY ARE LIKELY TO BE SWEPT
AWAY . in providing the ultimate next-gen retail experience to our customers .
With the strategy in place , towards the end of the third quarter of 2020 , we launched our overarching programme called Launch with b8ta – a launch platform for international brands to enter the Middle East with full support around launching in b8ta ’ s own online / offline channels , partner network , full logistics and registration support and driving marketing content on digital platform to name a few . While we offer a unique experience to customers with never seen in the region products , brands that team up with b8ta also benefit from a smart market entry strategy where they don ’ t need to burn a lot of cash entering the new market by themselves ; instead , we take care of all things for them providing smart market analytics for further brand expansion . For customers , b8ta is the only hybrid retailer in the region that is actively working on bringing unique brands from around the world to the UAE , to the most digital-savvy and brand conscious shoppers in the region .
Is the demand for e-commerce still as high as before in the UAE ?
The Middle East is one of the fastest growing e-commerce markets across the globe . The market was worth US $ 8.3 billion in 2017 and is expected to more than triple by 2022 to reach US $ 28.5 billion , according to a new research by Bain and Company and Google . Moreover , the Coronavirus pandemic is helping to usher in a new era of e-commerce , accelerating trend lines that had already become apparent . Moreover , the pandemic has exposed many consumers to e-commerce for the first time and that will likely fuel increased growth in the coming years .
Is there a big shift from traditional stores towards online options ?
The retail industry undergoes a disruption every few years . Like most disruptions , digital retail technology had a shaky start but with the outbreak of the pandemic it gained immense exposure and remained a preferred way of shopping . Globally , digital retailing is probably headed toward 15 % to 20 % of total sales , though the proportion will vary significantly by sector .
In the near future , to survive and thrive , retailers will have to integrate diverse channels such as websites , physical stores , kiosks , direct mail and catalogues , call centres , social media , mobile devices and more into a single seamless omnichannel experience to interact with their customers .
Such an integration was very important for us , thus b8ta concept is about blended offline and online experience for customers . The model bridges the gap between traditional and online retail , putting consumer experience and the desire to discover firmly at the heart of its concept , so they can first try and play , then either buy them in-store or choose to order online . For brands , b8ta is strongly positioned to offer meaningful analytics to measure online and offline metrics , all rounded Retail-as-a-Service solution , direct clienteling offline and online via a seamless integrated virtual appointment solution as well as a WhatsApp catalogue and digital commerce solution .
What is required and expected from traditional stores to be able to keep up and compete with e-stores and online shopping platforms ?
Innovation is key . Retailers have to adapt their business model to cater to non-linear buyers . Customers today are armed with smart devices , addicted to social networking sites and are ready to share their experiences with the rest of their tribe who can easily be influenced based on the reviews shared online .
Unless the traditional brick and mortar retail stores don ’ t adapt to the non-linear buying behaviour , they are likely to be swept away .
Additionally , traditional stores should train their salespersons to be authentic consultants and offer flexi-pay options to meet customers ’ requirements , as e-tailers can find it difficult to compete on these parameters .
Do you have any plans for new investments / expansion ( new branches in Abu Dhabi , for example )?
Yes , we are opening a new retail outlet at Yas Mall in Abu Dhabi by end of Q1 . Plans are in place for an expansion in the GCC starting with the KSA this year . �
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