1. 1
ACTION LEARNING PROJECT
ON
DIGITIZATION OF RETAIL FOR THE UAE
Submitted in the partial fulfilment of the requirement of
Global Master of Business Administration (Global MBA)
Contemporary Marketing Management
Term 3
Period of Study: October 2015 to December 2015
Submitted By:
Pawan Gurnani GJAN15CMM010 Pawan.gjan15@spjain.org
Under The Guidance Of:
Mr. Sushant Mishra
SP Jain School of Global Management

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Acknowledgement
On the occasion of completion and submission of project, I would like to take this
opportunity to express my deep sense of gratitude to SP Jain School of Global Management
for providing me an opportunity to work on the project of my interest.
I wish to express a deep sense of gratitude to my mentor and the CEO of Iconiction, Mr.
Sebastien Marteau and his colleague, Mr. Xavier Jolas for their constant support and
guidance.
I owe a great many thanks to a great many people who helped and supported me during the
planning and finalizing of the project idea.
I wish to express a deep sense of gratitude to my Professor and Guide, Mr. Sushant Mishra,
SP Jain School of Global Management for his able guidance and useful suggestions, which
helped me in completing the project work, in time.
Needless to mention that Dr. Drupad Mathur, Director, Industry Interface, SP Jain School
of Global Management, & Prof. Grandhi, SP Jain School of Global Management, Head of
EMBA, who have been a source of inspiration for my project work and I thank them for
their timely guidance in the conduct of my project work.
Words are inadequate in offering my heartfelt thanks to the P2E staff, Ms. Bijal Oza, Head-
Counselling & Coaching Centre & Manager- Quality Assurance, SP Jain School of Global
Management, Dr. Bhanu Ranjan, Assistant Professor – Communications, SP Jain School
of Global Management, Dr. Adele Zhang, Assistant Professor – Communications, SP Jain
School of Global Management for their encouragement to make me believe in myself and
perform to the best of my ability.
Finally, yet importantly, I would like to express my gratitude to my beloved parents for their
blessings, my friends/classmates for their help and wishes for the successful completion of
this project.

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DECLARATION
I hereby declare that the matter included in this ALP report entitled “Digitization Of Retail
For The UAE”, is the result of study and interviews carried out by me. I further declare that
this is my original work and has not been published anywhere before.
This Project Work has been carried out for the sole purpose of submission in partial
fulfilment of Global Master of Business Administration (Global MBA) at S P Jain School
of Global Management, Dubai.
The above is true to the best of my knowledge and understanding.
I have read, understood and signed the code of Ethics.
COPYRIGHT ASSIGNMENT
FOR THE GOOD AND VALUABLE CONSIDERATION, receipt of which is hereby
acknowledged, the Project team (“Assignor”), hereby irrevocably transfers and assigns to S
P Jain School of Global Management (“Assignee”), located at Dubai, Singapore, Sydney,
its successors and assigns, in perpetuity, all right (whether now known or hereinafter
invented), title, and interest, throughout the world, including any copyrights and renewals
or extensions thereto, in (project title).
IN WITNESS THEREOF, Assignor has duly executed this agreement.
Date:
Name:
Pawan Gurnani GJAN15CMM010
Signature:
Project Mentor
Name: Sushant Mishra
Signature:
S P JAIN SCHOOL OF GLOBAL MANAGEMENT
DUBAI

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Table of Contents
CHAPTER 1: INTRODUCTION......................................................................................8
1.1 About Iconiction......................................................................................................8
1.2 Product and Services ...............................................................................................8
1.2.1 Icon Hyperlocal ................................................................................................8
1.2.2 Icon In-Store.....................................................................................................9
1.2.3 Iconshopping ....................................................................................................9
1.2.4 Iconanalytics.....................................................................................................9
1.2.5 Iconretail ..........................................................................................................9
CHAPTER 2: LITERATURE REVIEW .........................................................................10
2.1 Retail Industry Worldwide.....................................................................................10
2.2 Retail Industry in the GCC ....................................................................................11
2.2.1 Retail in the UAE ...........................................................................................12
2.2.2 Retail in Kingdom of Saudi Arabia .................................................................13
2.2.3 Retail in Qatar ................................................................................................14
2.2.4 Retail in Kuwait..............................................................................................14
2.2.5 Comparison of the five GCC states ranked in GRDI ....................................... 15
2.3 Digitization ...........................................................................................................15
2.3.1 Internet of things (IoT)....................................................................................17
2.3.2 Omni-Channel communication ....................................................................... 18
2.3.3. In-store digitization........................................................................................20
2.4 Role of Smartphone...............................................................................................21
2.4.1 Smartphone in middle-east.............................................................................. 23
2.4.2 Mobile influence factor................................................................................... 23
2.5 Mobile advertising.................................................................................................25
CHAPTER 3: PROBLEM & METHODOLOGY............................................................26
3.1 Statement of problem ............................................................................................26
3.2 Research Objectives ..............................................................................................26

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3.3 Methodology.........................................................................................................26
3.4 Qualitative research...............................................................................................27
3.5 Quantitative Research............................................................................................27
3.6 OLAP (Online Analytical Processing) ................................................................... 28
3.7 Semantic Analysis.................................................................................................28
3.8 Multiple Regression...............................................................................................29
3.9 Cluster Analysis ....................................................................................................29
3.10 Thematic analysis................................................................................................30
CHAPTER 4: ANALYSIS AND INTERPRETATION...................................................31
4.1 Targeted retailer analysis....................................................................................... 31
4.2 Qualitative Research Analysis ...............................................................................32
4.3 Findings from Qualitative Research.......................................................................34
4.4 Findings from Quantitative Research.....................................................................35
4.4.1 Descriptive Analysis.......................................................................................35
4.4.2 Semantic Analysis .......................................................................................... 35
4.4.3 Multiple Regression........................................................................................38
4.4.4 OLAP and Frequency analysis........................................................................40
4.4.5 Cluster Analysis..............................................................................................43
CHAPTER 5: RECOMMENDATIONS.......................................................................... 52
CHAPTER 6: SCOPE AND LIMITATIONS OF RESEARCH.......................................54
6.1 Scope of the project............................................................................................... 54
6.2 Limitation of research............................................................................................ 54
References ......................................................................................................................55
Appendices .....................................................................................................................58
Appendix A: Questionnaire ......................................................................................... 58
Appendix B: Safe Assign Report................................................................................. 61
Appendix C: SPJSGM Code of Ethics......................................................................... 62

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List of Figures
Figure 2.1: Retail industry components growth and retail sales, Source: Euromonitor
International, 2015..........................................................................................................10
Figure 2.2: A map of countries’ risk to market potential. Source: A.T. Kearney, 2015..... 11
Figure 2.3: Size of Retail sales in the UAE. Source: Alpen Capital, 2015........................ 12
Figure 2.4: Size of Retail sales in Saudi Arabia. Source: Alpen Capital, 2015 .................14
Figure 2.5: Digitization score components. Source: Strategy& and Booz & Company, 2012
.......................................................................................................................................17
Figure 2.6: Evolution of Omni-channel communication; Source: Wilson Perumal &
Company, 2015 ...............................................................................................................19
Figure 2.7: Omni-channel Development Index, Source: Wilson & Perumal & Company,
2015................................................................................................................................ 20
Figure 2.8: In-store experience of tomorrow, Source: National Retail Federation, 2014..21
Figure 2.9: Smartphone user nos.-Demographics, Source: Ericsson, 2015....................... 22
Figure 2.10: Time spent on digital media on mobile, Source: KPCB, 2015......................23
Figure 2.11: Smartphone penetration by Country –Middle East, Source: Dubai Web Design,
2015................................................................................................................................ 23
Figure 2.12: Pre-Store visit activities performed using mobile phone, Source (Google
Shopper Marketing Council, 2013).................................................................................. 24
Figure 3.1: Research Methodology.................................................................................. 27
Figure 3.2: Steps in OLAP analysis, Source: “What is an OLAP and Explain OLAP's
advantages with example", 2012 .....................................................................................28
Figure 3.3: Techniques used for theme identification, Source: (Ryan & Bernard, 2003).. 30
Figure 4.1 List of retailers ............................................................................................... 31
Figure 4.2 Retailers’ snapshot .........................................................................................32
Figure 4.3: Semantic Analysis for Males......................................................................... 35
Figure 4.4: Semantic Analysis Chart for Females ............................................................ 36
Figure 4.5: Dependent and Independent variables............................................................38
Figure 4.6: Distribution of consumers owning and not owning a Smartphone..................40
Figure 4.7: Distribution of the number of consumers using internet on the smartphone....40
Figure 4.8: Response to mobile advertisements ...............................................................42
Figure 4.9: Analysis of consumers ready for geo-fencing and geo-targeting ....................42
Figure 4.10: I like to compare products price online when at store................................... 44
Figure 4.11: I prefer using application to shop rather than web........................................45

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Figure 4.12: I like to be approached by sales person at store............................................ 45
Figure 4.13: I would prefer personalized promotional scheme.........................................46
Figure 4.14: I feel mobile promotional offer are an advantage.........................................46
Figure 4.15: I would like loyalty benefits by downloading brand application................... 47
Figure 4.16: What do you feel about online product review? ...........................................48
Figure 4.17: What do you feel about in-store promotions?...............................................48
Figure 4.18: What do you feel about touch screen/kiosk at shopping mall or at store? .....49
Figure 4.19: What do you feel about mobile advertisements? .......................................... 50
List of Tables
Table 1.0 Comparison of five GCC states........................................................................ 15
Table 2.0 SENSE Framework ......................................................................................... 18
Table 3.0: Regression Table............................................................................................39
Table 4.0: Distribution of Respondents w.r.t mobile apps and social media usage to shop:
Observed.........................................................................................................................41
Table 5.0: Distribution of Respondents w.r.t mobile apps and social media usage to shop:
Predicted......................................................................................................................... 41
Table 6.0: Cluster Distances............................................................................................43
Table 7.0: Cluster Centroids............................................................................................ 43
Table 8.0: Distance between Clusters.............................................................................. 43

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CHAPTER 1: INTRODUCTION
1.1 About Iconiction
Established in 2014 the company aims to provide solutions which will help brand, retailers,
and customer interact more often and thus build a strong relationship by using digitization
or digital touchpoints. It targets the audience at the retail outlet exactly when it is relevant
and effective. The relevance and effectiveness of the technology is based on few of many
factors such as time, place, emotion and proximity to the product. It offers digital products
and services that bridges the gap between the mobile and actual physical world by intuitively
designing products and with effective seamless service network which enables the retailer
to connect with customer without dissuading them.
The products offered by Iconiction are as per the given below tree-
Figure 1.1: Products offered by Iconiction.
The above products /services functionality and benefits are as described in the following
section of Products and Services
1.2 Product and Services
1.2.1 Icon Hyperlocal
The biggest challenge faced by any marketer is to reach the customer while he/she is making
the purchase decision, predominantly when the decision is made on an impulse which is
either stimulated by external factor or intrinsic desires. Icon Hyperlocal addresses to the
above situation and works on the principle of location based advertising technology that
helps the retailers, service providers and businesses to attract consumers anywhere based on
their location or geo –position. The hyperlocal works by leveraging the concept of geo-
targeting. Geo-targeting works on the code of delivering the message or content to any
online device in vicinity. It provides the technology user (retailers majorly) the advantage to
send more sophisticated and personalized messages to mobile devices of the customer. How
Iconiction
Icon
Hyperlocal
Icon In-store Icon Beacons Icon Analytics Icon Wallet Icon Retail

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it benefits the client or the user is by the fact that, they are in more control of the data sent
and also are informed about their target audience and thus offer superior, relevant content to
the selected or most probable customer. This enables the Iconiction clients to maintain the
customer relationship by building brand resonance and motivating them to repurchase.
1.2.2 Icon In-Store
They offer a variety of digital signage devices and products such as tablets, interactive tables,
digital display etc. both for indoor and outdoor advertising media. What it does is, that, it
provides meaningful content and superior customer experience for the customer and hence
resulting in increased shopper engagement, customer satisfaction. The above technological
aspects and products influences the buyer decisions. In terms of marketing promotions, a
wide range of different multimedia options are available which can generate more footfalls
and also enhance customer buying experience.
1.2.3 Iconshopping
Beacons are installed at various location inside the store, which micro target the customer.
These beacons detect and monitor the customer buying behaviour and develops an insight
on what are my customer needs and preferences. The reach of the product is superiorly large
and thus can help retailers, organizations to scale.
1.2.4 Iconanalytics
Iconiction provides the analytical tools, support and services that analyse consumer visits
and their buying behaviour. The tools measure how effective the current or ongoing
marketing campaigns or promotions are by understanding the difference in purchasing
pattern of the consumer when there are no promotions. It also analyses the flow of customer
and their movement in the store, this helps in optimizing the layout of the store, structure
staffing and increasing impulsive sales.
1.2.5 Iconretail
The online web and application platform development solution for retailers in order to
showcase, promote and sell their products. The company provides the following services in
the field of E&M commerce by developing complete and customizable solutions. From in-
store check-in to drive thru, it has all the infrastructure ready to be deployed based on the
customized solutions to support different industry segments.

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CHAPTER 2: LITERATURE REVIEW
2.1 Retail Industry Worldwide
The retail industry has been one of the largest industries in the world economy, amounting
to about US$14.4 trillion in 2014. The growth of this industry is estimated to be 5.2% year-
on year.
The largest region in the economy contributing to the world’s retail sales is Asia Pacific.
However, the scope for growth is fuelled by emerging economies, i.e. MENA and Latin
America. MENA region boasts a growth rate of 12.2% from 2013 to 2014. The retail
industry worldwide is posed by the challenge of internet retailing in the future. The internet
retail industry is predicted to grow at CAGR 12% from 2014-2019, capturing a large
segment of the retail sales and pose a serious opportunity and threat to present retailers. The
need of the hour has been Omni channels for retailing so as to reduce the transaction cost
and increase the experience for the consumers.
Figure 2.1: Retail industry components growth and retail sales, Source:
Euromonitor International, 2015

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2.2 Retail Industry in the GCC
GCC is the Gulf Cooperation Council, an alliance of six Middle East countries on a political
and economic platform. Saudi Arabia, being the largest and most influential member of
GCC, the others include Kuwait, the United Arab Emirates, Qatar, Bahrain, and Oman. As
per the Global Retail Development Index (GRDI) released in June, 2015, five of the GCC
countries have featured in the thirty most attractive markets for development opportunities
in retail. Aside from Bahrain, the other five countries have received a ranking in the GRDI,
with Qatar topping the list, followed by the UAE, KSA, Oman and Kuwait, in order (Fabel,
2015; A.T. Kearney, 2015).
Figure 2.2: A map of countries’ risk to market potential. Source: A.T.
Kearney, 2015
Overall, the retail sales in the region are expected to grow at 7.3% CAGR between 2013 and
2018. The net worth of the retail sales by 2018 is expected to be US$ 284.5 billion. Non-
food retail sales are expected to grow at annualized rate of 7.1% as opposed to food retail,
which is growing at 7.7%.
Within retail sales in the Middle East, Airport-based duty free sales are expected to increase
from US$ 3.9 billion in 2013 to US$ 6.6 billion in 2018. Since the region is set to hold events

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such as Expo 2020 and Fifa 2022, the growth in the influx of tourists is expected, leading to
an increase in the sales from airport based duty free product sales.
A very strong GCC country with potential for growth is Qatar, which was very recently
admitted to the GRDI in 2015 for high potential for development in the retail sector. It is
expected to grow at 9.8% CAGR 2013-2018 (Alpen Capital, 2015).
Online retailing in the Gulf has been on the rise. In the UAE, internet-based retailing enjoyed
a 170% jump from 2013 to 2014, the strongest amongst all other channels of distribution
(Scott, 2014).
2.2.1 Retail in the UAE
UAE, across its seven emirates is known to deliver competitive offerings to the shopper,
thus fuelling the retail growth in the UAE. New brands, more shopping outlets & malls, easy
accessibility, increased fun activities have contributed to this growth (Seetharaman, 2015).
This has been supplemented by companies such as Macy’ and Bloomingdale’s opening up
their stores in the UAE. While Dubai is on its way to become the retail hub for the Middle
East, Abu Dhabi has been attracting a diversified form of retail in form of convenience store
format, stores to cater to the smaller neighbourhoods, creative entertainment centres such as
Fun works, by Landmark group in Abu Dhabi’s Yas Mall (A.T. Kearney, 2015).
Figure 2.3: Size of Retail sales in the UAE. Source: Alpen Capital, 2015

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The retail sales growth has been at 7.6%, growing at y-o-y, and accounting for 9% of the
GDP (Alpen Capital, 2015). The ratio of food to non-food sales has been almost the same,
with food sales being 40-42% of the overall industry.
The UAE has been one of the first countries in the GCC to accept internet retail due to the
high penetration of digital banking, wherein 82% of retail consumers use one or more digital
payment channels. Since this is the biggest hurdle for e-retailers and internet retailing, it has
been in the lead at accepting the e-tailing culture for its ease of usage, and convenience
(Seetharaman, 2015). This has been adopted by the big retail giants in the space such as
Landmark group, who opened Landmarkshops.com while Chalhoub Group is coming up
with an online beauty retail concept in 2015 (A.T. Kearney, 2015).
Retail industry in Dubai alone is expected to reach about Dh160 billion in 2015 (Emirates
24/7, 2014). As stated by the article in Emirates 24/7 on 28th December 2014, Dubai ranks
second in the world in terms of a hub for retail stores and large luxury brands and still has
scope to grow further in the upcoming years.
There have been concerns regarding the overcrowding and market saturation. However, new
companies have been able to establish their hold in the industry with an innovative concept
which sticks with the customers.
2.2.2 Retail in Kingdom of Saudi Arabia
The market in Saudi Arabia is the largest in the GCC region and has one of the fastest
growing consumer bases worldwide. The retail sales growth is estimated to be 5.7% to
account for 16.1% of its GDP. The growth has reduced recently, as is depicted by the fall in
the GRDI ratings in the country. The food sector is the dominant sector in the country.
Saudi Arabia is a largely untapped market with a large part of the market still dedicated to
the traditional markets, i.e. bakalas. Modern retail has a strong possibility of growing in the
market due to the ease of regulations, in terms of trading on the Saudi stock exchange and
possible increase in jobs stimulated by labour laws. Big brands such as MAF, Ikea, Alhokair
Fashion Retail, Al Madina, etc. have ventured or strengthened their hold in Saudi Arabia by
setting up new stores and increasing the number of stores to facilitate higher retail
consumption. Saudi Arabia has been one of the first countries to set up the infrastructure for
modern retail formats (A.T. Kearney, 2015).

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Figure 2.4: Size of Retail sales in Saudi Arabia. Source: Alpen Capital, 2015
2.2.3 Retail in Qatar
Qatar has been one of the fastest growing retail industries in the GCC area. Qatar is expected
to benefit immensely from the increasing per capita income, increasing expat population,
etc. The market has been reported to grow at 6.5% y-o-y in 2014 (Alpen Capital, 2015; A.T.
Kearney, 2015). It has also initiated some retail projects such as Doha Festival City, Mall of
Qatar and Gulf mall. The plan to increase the retail space by one million square meters has
been a major attraction to brands worldwide (A.T. Kearney, 2015).
2.2.4 Retail in Kuwait
Retail in Kuwait has been bleak in the short run due to the falling oil prices leading to a fall
in the growth rate of the GDP and the retail trade. Retail sales are forecasted to grow at 2.1%
as compared to UAE’s 5.7% and Qatar’s 10.5%. This has led to a slowing in the retail cycle
in the country. However, in the long run, due to high disposable incomes and large youth
population supported by a growing expatriate population has led to a forecast of 6% growth
annually through 2020 (A.T. Kearney, 2015).

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2.2.5 Comparison of the five GCC states ranked in GRDI
Table 1.0 Comparison of five GCC states
State/ Parameter UAE KSA Qatar Kuwait Oman
Population (Million) 9.5 30.8 2.3 3.7 4.1
Total Retail Sales ($billion) 70.9 103 12.4 16.4 11.9
Retail sales CAGR(2010-14) 5.3% 7.7% 9.7% 6.1% 7.6%
Market Attractiveness 97.6 78.6 100 81 75
Country risk 84 64.4 89.4 68.1 77.3
Market Saturation 16.5 30.4 34.3 33.2 24.9
Ime Pressure 33.9 27 12.8 0.0 9.8
GRDI Score 58 50.1 59.1 45.6 46.7
Source: A.T. Kearney, 2015
2.3 Digitization
In technical terms, the process of converting analog signals to a digital signal so that it can
be processed by a computer is known as digitization. Digitization has boosted the world
economy and created millions of jobs globally in 2011. Year 2020 will mark the era when
generation C (C for connected) would have matured with the maturing of the digital
technology (Strategyand.pwc.com, 2015). Internet of things, computers, phablets, mobile
phones & social networking and media all will be part of their day to day lifestyle. They will
be the driver & follower of the digital technologies and will transform the way business and
communication works as compared to today (Year 2015). This phenomenal change in the
mind-set of the consumers and the organization will change our lives and the three forces
which predominantly reinforces the digitization of the world are-
Consumer pull- Generation C who have fully adapted and adopted the digital ecosystem
are now more likely to trust referred products or services. They are the now more willing to
share their preference and exhibit their opinion more publically.
Technology push- The digitization will continue to expand as the growth in technology and
infrastructure required to sustain the growth will become more affordable to the billions.
With the advent of new technologies the cost of producing the new devices and equipment
will reduce and hence, the products or devices can be deployed in various domains of

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industry segments. To support the above advancements, cloud computing is playing a big
role combined with data analytics.
Economic benefits- Low cost promotion activities, personalised and targeted content
transfer will result in lowering the cost advertisement and promotion. The companies
moving in first or adopting the digital technology will be suitably rewarded by the
consumers. The problem faced by companies and industries is how to maximise their
adoption, utilization and impact. The digital market needs to be built with care and active
participation. For the company, their digitization score depicts the measurement of six key
attributes of a country which are:
 Ubiquity: How easily accessible are digital services and applications to consumers
and companies.
 Affordability: The extent to which the digital services are affordable to the
consumers and as many people as possible.
 Reliability: The quality of the services available.
 Speed: The speed at which the digital services are accessible to the users in real time.
 Usability: Ease of use of the services and ability of ecosystems to increase adoption
of these services.
 Skill: The ability of users to manage and inculcate these digital services into their
lives and businesses.

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Figure 2.5: Digitization score components. Source: Strategy& and Booz &
Company, 2012
In the countries of interest, the UAE is an advanced economy in terms of digitization score,
with KSA, Qatar and Kuwait falling in the transitional economies status. Transitional
economies give citizens access to ubiquitous, affordable, reliable services. They are also
better than the services offered by countries having a low digitization score. Advanced
economies are mature digital economies who are making good use of the ICT services and
providing them to their citizens ubiquitously, at a good speed, reliably, affordably, and in a
manner where they can utilize them.
2.3.1 Internet of things (IoT)
Internet of Things connects consumer objects and other electronic equipment’s onto a
network which transfer, share, gather and manage information from these devices and
increase efficiency of the completed system. What distinguishes IoT from regular internet is
the framework adopted by IoT called S.E.N.S.E: Sensing, Efficient, Networked,
Specialized, Everywhere. (Goldmansachs, 2014). Each attribute of the framework

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Table 2.0 SENSE Framework
S-E-N-S-E What the internet of Things does How it differs from the Internet
Sensing Leverages sensors attached to things More data is generated by things with sensors
than by people
Efficient Adds intelligence to manual processes Extends the Internet’s productivity gains to
things, not just people
Networked Corrects objects to the network Some of the intelligence shifts from the cloud
to the network’s edge
Specialized Customize technology and process to
specific verticals
Unlike the broad horizontal reach of the PCs
and smartphones, the IoT is very fragmented
Everywhere Deployed pervasively ( e.g. in cars, homes,
shopping malls)
Ubiquitous presence, resulting in an order of
magnitude more devices and even greater
security concerns.
Source: Goldman Sachs Global Investment Research
Internet of things has the ability and the potential to revolutionise the retail industry and its
players. It offers opportunities for retailers to enhance customer experience, reduce the
supply chain length, add new channels of distribution and communication, and in turn
generate revenue from new streams. The difference between one retailer and another will be
the shopping experience they provide to the customer. With the development of new
technologies the interaction between the customer and the retailer has been transformed from
a traditional one way communication channel to “Omni-channel” mode of communication.
Devices talking to devices will generate more valuable data and that can be analysed to target
multi-set of customers at a given point of time with relevant, focussed and even customized
promotion and advertisement in order to attract customers to the store to make the purchase.
2.3.2 Omni-Channel communication
With the development of technology and customers becoming savvier, they want more
information about the product before making the purchase. Consumer behavior towards the
communication channels have evolved from a single channel to multi-channel and now to
Omni-channel, were customer experiencing a brand and in store facilities plays the vital role
in encouraging customers to walk in to the stores. (Wilson Perumal, 2015)

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Figure 2.6: Evolution of Omni-channel communication; Source: Wilson
Perumal & Company, 2015
How Omni-channel communication works is by providing information about the
promotional activities and the reviews about the product and services being offered by the
store or the brand. This is facilitated by providing free Wi-Fi to the customer who enters the
stores. By providing the above facility the retailer is ensuring that the customer spend more
time in the store and explores the instore facilities. When the customer is provided with free
Wi-Fi they would be more willing to come to that particular store and use the social media
or other online e-commerce websites to explore, compare and review the product which is
being offered in the store. By doing this they will also be sharing their preference towards
the products and brands, all this data is captured by the beacons and Wi-Fi located in the
store and this data will then be used to track customer movement in the store, their preference
and will acknowledge them immediately whenever they visit the store. This data will then
be analyzed and targeted content promotion or sale offers will be sent to the customer’s
mobile phone depending upon the location of the customer in the store or near the store by
using the technology called geo-fencing or geo-targeting. The figure 2.9 below shows the
adoption of Omni-channel communication by the retailers and the effect on their operating
profits.

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Figure 2.7: Omni-channel Development Index, Source: Wilson & Perumal &
Company, 2015
2.3.3. In-store digitization
The in-store digitization is the confluence between the online platforms and physical stores.
World is getting connected using multi-device supplemented by the evolution of the new
generation called Generation C- (where C- stands for connected). Digital technology has
now made it possible to connect the real world with the online, by enhancing user interfaces
and allowing more information to be displayed on a single screen. This has allowed
consumers and businesses to make informed decisions. In-store digitization enables the
consumer to experience the new connect with the technology by connecting the physical
world to the digital, by using sensors, beacons, display panels and interactive screens. In
terms of the business it enables them to react faster and more effectively in order to build
the customer relationship by engaging with customer. The real advantage of deploying in-
store digital experience is a two-fold advantage both for the customer as well as for the
business. On one hand the customers/consumers want to know more about the product and
the added benefits or promotions associated with it, while one the other hand business gets
to know more about the customer preference, behaviour and the untapped insights which the
customer sometime would not about it. About 50% of the total U.S retail sales are facilitated

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by web in direct or indirect manner. Out the above 41% are directly influenced by online
activity which a consumer conducts while at the store or before visiting the store. (National
Retail Federation, 2014)The in-store experience of tomorrow with the connected devices
will look like the figure 2.10 where robots, RID, sensors cameras, displays etc. will take
place of the operation staff and thus build more effective and transparent mode of
multichannel communication.
Figure 2.8: In-store experience of tomorrow, Source: National Retail
Federation, 2014
2.4 Role of Smartphone
Smartphone is the new personal computer, rather a more personalized personal computer
which stores your pictures, videos, data files and also acts as source of information while on
the move. As of November 2015, 2.6 billion are the number of smartphone users around the
globe. The growth of the smartphone usage and accessibility is majorly fuelled by the
reduced cost of production, promotion, awareness and delivery, combined with stringent
competition among the manufacturer which are going leaps and bounds to capture the
market share. The number of smartphone users are expected to rise to 6.1 billion by the year
2020 (Ericsson, 2015) growing at the rate of 10% CAGR. If the growth of the smartphone

22. 22
industry and usage continues as predicted the by 2020 smartphone will overtake the number
of PCs in the world and become the most active form of device used.
Figure 2.9: Smartphone user nos.-Demographics, Source: Ericsson, 2015
The growth in the smartphone market is driven by emerging markets like APAC & MENA
region which will account for 80 % of the all new market. Use of mobile for web browsing
will reduce to 5% by 2020 in comparison with that of today at 10%, however the increase in
time spent of digital media on smartphones have risen by to 2.8 hr a day from 0.3 hrs per
day. (KPCB, 2015). This opens up the window for targeted advertisement and
communication, as more percentage of time is spent on screen and thus marketing,
promotional activities can be carried out. Since the number of smartphone users are
increasing and the use of applications will lead the mobile use, retailers should target
technologies related to mobile payment or use of smartphone for in-store payments.

23. 23
Figure 2.10: Time spent on digital media on mobile, Source: KPCB, 2015
2.4.1 Smartphone in middle-east
Middle East has seen the highest level of smartphone penetration in the market. This has
been supplemented by various factors like, high disposable income, low tax rates both
corporate and personal, openness in market and ease of doing business thus attracting
number of smartphone companies to compete and launch new variants at competitive price.
The smartphone penetration in UAE is 73% and KSA is 60%. Based on the demographics
and age, 72% of the users in the region are less than 34 years old. (Dubai Web Design, 2015)
Figure 2.11: Smartphone penetration by Country –Middle East, Source: Dubai
Web Design, 2015
2.4.2 Mobile influence factor
Smartphones users are now unleashing the full potential of mobile communication and are
exploring and recreating a new user experience untapped by most retailers. More than 85%
of the smartphone users are using m-commerce for shopping, however a majority of 73%
prefer to buy from store. (Sterling, 2015) Consumer and smartphone user feel that the in-
store experience gave them a sense of connect with the brand and provided superior

24. 24
experience as compared to online/mobile shopping. Consumers across the globe use
smartphone before visiting the store and during the visit to the store. The following are the
major activities performed by the users prior to visiting the stores.
Figure 2.12: Pre-Store visit activities performed using mobile phone, Source
(Google Shopper Marketing Council, 2013)
While in-store the 84% of the smartphone shopper use the device to guide them through the
shopping. There is a direct correlation between shoppers using smartphones during shopping
and increase in sales. As per research reports 57% of users are more likely to shop when
provided with the deals or coupon when at store and 76% of the shoppers are willing to
download applications to enroll for loyalty programs if available in the store. (Sterling,
2015).The following activities are most common when it comes to the use of smartphones
shoppers when in store, price comparison, scan bar codes, find nearest store that has the
desired product in stock, product information and reviews. This presents retailers with the
opportunity to send push-notifications about the deals or promotional offers.

25. 25
2.5 Mobile advertising
The traditional form of advertising was replaced by online advertisement in the early 2000,
but the advent of web 2.0 and the meteoric growth of applications supplemented by growth
in the sales of smartphones has significantly shifted the way consumer are approached with
advertisements. More number of people are relying on the use of smartphone to access
internet and remain connected while on the move. On an average about 82% of the mobile
users look up on the web to compare products and alter their buying decision based on the
reviews and comparison analysis. (Johnston, 2015). The advantage of mobile advertisement
is the speed and the relevance at which brands can make impressions on the minds of the
customer that in-turn will influence their decision to make purchase, thus converting
potential customers into definite buyers. The mobile Ad Spend it to touch the $100 billion
mark by year 2016 (Emarketer.com, 2015). This spending will nearly double by the end of
year 2019 and is predicted to touch $195 billion mark which will account for the 70% of the
total expenditure on advertisement and promotions. (Emarketer.com, 2015).
Figure 2.13: Mobile internet Ad Spending Worldwide, 2013-2019, Source:
(Emarketer.com, 2015).

26. 26
CHAPTER 3: PROBLEM & METHODOLOGY
3.1 Statement of problem
Digitization is the new trend or let us say the megatrend in happening. The fourth industrial
revolution-industry 4.0, has now officially been characterised by the amount an organization
or business is spending in digitization and maintaining the connectivity within the products
and various business models. (Koch, Kuge, Geissbauer & Schrauf, 2015). As consumers
become more tech savvy, the relevance of digital media is visible in every industry. This
project aims to understand the impact of digitization on the retail sector and consumer
experience.
3.2 Research Objectives
The objectives of this study are:
 To study digitization of the retail industry
 To study the usage of mobile and drive through strategies for retailers
 To assess the maturity of the hypermarkets, fashion retail
 To understand the present usage of digitization in the retail industry
3.3 Methodology
Research methodology has been divided into two distinct steps. The first step is to perform
a secondary data analysis. This is done using information from newspapers, magazines,
reports, government data, company data, and Euromonitor. The aim was to understand the
general market trends in the industry and the consumer behaviour towards the new upcoming
technology. This form of data analysis focuses on the already performed research, which
will form the base for this project.

27. 27
Figure 3.1: Research Methodology
Primary data analysis can be performed by conducting qualitative data analysis based on
one to one interviews. This project aims to focus on the qualitative data analysis so as to
deduce the various means of digitization which would be desirable to the consumer as well
as to the businesses. The level of interest that the consumer has in the digitization of retail
can be measured using quantitative data analysis.
The data analysis tools that I aim to use in this project are:
 OLAP
 Semantic Analysis
 Multiple Regression
 Cluster Analysis
 Thematic analysis
3.4 Qualitative research
Qualitative research was performed in the form of interviews from experts in the field of
digitization of retail. The interviews were conducted during the CET (Customer Engagement
Technology) Middle East Conference. Five experts were interviewed. The analysis of these
interviews was performed using thematic analysis and repetition.
3.5 Quantitative Research
The first step in quantitative research is to identify the sample size. Sampling is required to
be carried out to analyse the result and estimate the desired value. The sampling can be
performed by using the questionnaire/surveying and collecting data from a set of people
from the overall population. This set is a representative of the total population. The data is
collected randomly in order to avoid any biased behaviour and hence leading to a biased

28. 28
decision. Due to certain limitation such as lack of respondents and time, we have used
convenient sampling method (Raosoft.com, 2015). The formula used is as given below:-
Z=Z Value for 95% confidence level=1.96
r=Selection rate
c=Confidence interval= 95%
N=Total Population=9.2 million
E=Margin of Error=10%
Hence the sample size is = 97
3.6 OLAP (Online Analytical Processing)
OLAP is used to carry out multidimensional analysis of the complex data and provides us
with the capability to analyse sophisticated data (Olap.com, 2015). It enables us to model
various trends and helps in generation of various reports for data interpretation and
inferences. OLAP has been used extensively to bring out the hidden and prominent insights
from the data collected by conducting surveys. The following process was adopted to carry
out data analysis.
Figure 3.2: Steps in OLAP analysis, Source: “What is an OLAP and Explain
OLAP's advantages with example", 2012
3.7 Semantic Analysis
Semantic analysis is the measure of visualisation of peoples’ reaction to words and
questions, taken on a bipolar scale (Dolch, 1980). Semantic analysis gives a strong
representation of the respondents’ point of view on individual data points. It also allows
Extract data
from OLTPs
Transform &
standardize
data
Import to OLAP
database
Build
cubes/models
Produce
reports
Sample size =
N ×
( − 1) +
Where x= × × × (100 − )
E=
( )×
×( )

29. 29
respondents to cover topics and give strong reactions about topics they care about and skip
the ones that they aren’t sure of.
However, a certain disadvantage is that respondents may only select neutral and these
opinions, in a few questions may render the response ineffective and of no use when
performing analysis (Study.com, 2015).
3.8 Multiple Regression
Multiple regression gives an insight into the correlation between the dependent variable and
the independent variables in the form of an equation. It is a strong technique in understanding
relationship between two variables and validating qualitative research (Explorable.com,
2015). It can also be used to estimate the value of the unknown variable, given other variable
values.
The difficulty with this method is that it assumes that the data being analysed is having a
linear relationship.
3.9 Cluster Analysis
Cluster analysis is the method of clustering seemingly heterogeneous data entries into
homogenous data group sets. This can be done using the Euclidean distance formula after
transforming the data correctly. Additionally, it helps in segmenting the audience into
clusters and understand their requirements, so as to be able to target them more effectively.

30. 30
3.10 Thematic analysis
There are several ways to identify themes such as repetition, indigenous typologies,
metaphors and analogies, transitions, similarities and difference, linguistic connectors,
theory related material, missing data.
Figure 3.3: Techniques used for theme identification, Source: (Ryan &
Bernard, 2003)
Scrutiny
Techniques
Repetitions
Indigenous
Typologies
Metaphors
and
Analogies
Transitions
Similarities
and
Differences
Linguistic
Connectors
Theory
Related
Material
Missing
Data

31. 31
CHAPTER 4: ANALYSIS AND INTERPRETATION
4.1 Targeted retailer analysis
The major retailers in the UAE market were studied based on their countries of operations,
number of employees, brands and stores. The analysis was done in order to understand the
market dynamics in terms of retailer’s competitiveness and abilities to grow. The importance
of the analysis is, to focus on key retailers, in order to segment the customer base, based on
their association with certain key brands to target. Another insight which was gathered was
their area of operations, this plays a vital role in identifying how tech-savvy are the customer
based on the locations of stores.
Following retailers were considered-
Figure 4.1 List of retailers
All the data for the mentioned retailers were collected from there individual websites and
was later collated for analysis.
Retailers
Al-Tayer
Alshaya
Chalhoub
Landmark
Al-Futtaim

32. 32
Countries of operation Number of Employees
Number of stores Number of brands
Figure 4.2 Retailers’ snapshot
4.2 Qualitative Research Analysis
Interview 1: The person interviewed was aware of the digitization trends and its effect on
the retail environment She believed that today B&M stores faces the biggest challenge to
drive the customers to the stores and convert the probable customers to loyal customers. She
has been looking after the online promotional activities of a major retail player and requested
her identity to remain anonymous. Being a part of the online media promotional team, she
understands and acknowledges the importance of Omni-channel communication.

33. 33
Interview 2: Senior marketing manager- Chalhoub group. He firmly believed that B&M are
important to build brand and deliver experience to the customer. According to him, the
experience selling is now the key differentiator which differentiates one brand from another.
However, when asked about how he feels about investment in digital technologies and drive
thru tools, he supported the idea and feels it is important for brands to have online presence
as well as promote their in-store experience to build loyal customer base
Interview 3: Digital Marketing Associate, Landmark- He looks after the online platform of
landmark retail and believes that most online traffic or customer have either already visited
the store or have made the purchase at the store. As per him, it is important to have a good,
seamless and easy-to-use online platform, but it is also equally important to have a B&M
store where people can feel and try the product. He feels joining the aspect of visibility both
online and offline is very important for retail players as well as for customers as they feel
more satisfied and builds trust in the brand.
Interview 4: She has been working with the Al-Tayer group and looks after the marketing
promotions for the group. When asked about the role of digitization in the retail industry,
she feels it is the changing the face of retail markets at a pace where most of the retailers are
finding it difficult to cope with. However those player who have been able to develop
marketing and promotion activities based on the digital trends have seen the growth in
market share and sales volumes. She believes that at Al-Tayer, online platform growth
pushed their sales figures and thus helped them achieve more than planned growth.
Interview 5: A professor from American Institute at Dubai, he believes that digitization will
not increase sales and volume, it will encourage more and more number of loyal customers
and will in-turn reduce the cost of retention of the new customers. He focussed on the facts
that the cost of acquisition is the highest when they come to store while it is relatively less
as compared to the customer visiting an online platform for the first time and making the
purchase.

34. 34
4.3 Findings from Qualitative Research
Themes have been identified using techniques depicted in figure 4.3. These interviews have
been analysed using theory related material, repetitions, analogies, and transitions. A few
key themes emerged from the interviews undertaken:
Digitization becoming the industrial revolution 4.0
Digitization of various industries is the next big thing and is set to change the mode by which
consumers interact with the companies. The way of doing business has seen a shift and is
moving towards Omni-channel retail. It will lead to reduction in cost of retention of
customers, leading to a much more loyal customer base at a lower cost.
Omni channel marketing becoming an important medium of communication
Omni-channel marketing has become part and parcel of selling in retail. Consumers prefer
consistent communication across all channels.
Cost of customer acquisition in store is very high as opposed to online & Cost of
retention of customer in store is much lower as opposed to online
Consumers are easier to retain in B&M stores as opposed to online due to the price wars
present in online market places. B&M stores provide a platform for human interaction and
personalized service, which consumers value more than online price discounts.
Customer loyalty is very high in stores in comparison to online marketplace/website
Online promotions and activities have led to a boost in sales. However, a fact that is visible
clearly is that the loyalty of the customers is fickle and dependent on the price discounts
available online.
Emergence of savvy customers in need of more information
Customers prefer having more information available so that they can make a more informed
decision. It needn’t necessarily mean that customers would use the information available.
But the idea of being able to have the liberty to use it can help develop a stronger bond.
Importance of collaboration of online website and bricks and mortar store
Since consumers are tech savvy and still prefer the comfort and security of B&M stores, it
has become extremely important to collaborate online website information and the
experience in the B&M stores.

35. 35
4.4 Findings from Quantitative Research
4.4.1 Descriptive Analysis
Respondents for this survey were in the age group of 15-50+, with 50% of respondents in
the age group of 22-40. Gender wise, there were 43 females and 54 males.
These respondents were interviewed using digital media, that is, an iPad, giving us certainty
of them being able to use a device comfortably, with some aid, if necessary.
4.4.2 Semantic Analysis
Figure 4.3: Semantic Analysis for Males
Semantic analysis for males depicts an unclear pattern for age wise distribution.
Age group 15-21 shows a clear inclination towards digital and online media, showing
comfort with online product reviews, kiosks and touchscreens in shopping centres and
mobile advertisements being unobtrusive. However, they show a dislike towards in store
promotions and believe them to be dubious in comparison to the sales available online.
Age group 22-30 is comparatively neutral as opposed to 15-21, but find online product
reviews helpful. They find mobile ads to be slightly obtrusive, but like kiosks and touch
screens in stores. They are far more liberal and neutral in terms of their point of view towards
in-store promotions.
1 2 3 4 5 6 7
Online product review
In-store promotion
Kiosk/touch screen at shopping
Mobile advertisement
Values
Descriptors
Semantic Differential Chart Male
15-21 22-30 31-40 41-50 50+
Helpful Unhelpful
DubiousGenuine
Helpful Unhelpful
Obtrusive Unobtrusive

36. 36
Age group 31-40 is comfortable with both digital and B&M stores. They believe and find
online product reviews and kiosks/touch screens in shopping centres, very helpful. Also,
they find in-store promotions genuine. They are neutral on mobile advertisements being
obtrusive.
Age group 41-50 is comfortable with in-store promotions, which, they find, are genuine and
helpful. They are reasonably comfortable with online product reviews. However, they don’t
seem very enthusiastic about kiosks in malls. They also find mobile advertisements
obtrusive.
Age group 50+ is almost at loggerheads with 15-21, and find online product reviews
unhelpful, in store promotions genuine, kiosks reasonably helpful but mobile advertisements
to be very obtrusive and disruptive.
Figure 4.4: Semantic Analysis Chart for Females
Semantic analysis for females shows a clear pattern for age wise distribution.
Age group 15-21 shows a clear inclination towards digital and online media, showing
comfort with online product reviews, kiosks and touchscreens in shopping centres and
mobile advertisements being unobtrusive. They are neutral towards in store promotions.
1 2 3 4 5 6 7
Online product review
In-store promotion
Kiosk/touch screen at shopping
Mobile advertisement
Values
Descriptors
Semantic Differential Chart Female
15-21 22-30 31-40 41-50 50+
Helpful Unhelpful
DubiousGenuine
Helpful Unhelpful
Obtrusive Unobtrusive

37. 37
Age group 22-30 is comparatively neutral as opposed to 15-21, but find online product
reviews helpful. They find mobile ads to be obtrusive, but find kiosks and touch screens in
stores to be helpful. They find in store promotions to be somehat genuine.
Age group 31-40 is comfortable with both digital and B&M stores. They believe and find
online product reviews and kiosks/touch screens in shopping centres, very helpful. Also,
they find in-store promotions genuine. They find mobile advertisements to be obtrusive.
Age group 41-50 is comfortable with in-store promotions, which, they find, are genuine and
helpful. They are reasonably comfortable with online product reviews. However, they don’t
seem very enthusiastic about kiosks in malls. They find mobile advertisements to be very
obtrusive.
Age group 50+ behaves similar to 15-21, and find online product reviews helpful, in store
promotions genuine, kiosks reasonably helpful but mobile advertisements to be obtrusive.

38. 38
4.4.3 Multiple Regression
The independent and dependent variables for the multiple regression have been identified in
the figure below.
Figure 4.5: Dependent and Independent variables
On performing a multiple regression, we determine that the entire model is significant
due to the p-value being less than 0.05.
Use of Social Media
while Shopping
Using Apps over
website
Attitude to approach by
salesperson
Preference of Personalized
Promotions
Comparison of
Products online
Preference of Mobile
Promotions
Preference of Loyalty
benefits for Apps
Mobile advertisements
Using Digital Media to
shop
Use of Mobile Phones
to shop online
Independent Variables Dependent Variable

39. 39
Also the adjusted R square value is 0.57, determining that there are other factors
affecting use of mobile phones to shop online.
Table 3.0: Regression Table
ANOVA
df SS MS F
Significance
F
Regression 11 11.41443 1.037676 12.24327 3.35E-13
Residual 81 6.865139 0.084755
Total 92 18.27957
Coefficients
Standard
Error t Stat P-value
Intercept -0.26865 0.308465 -0.87093 0.386368
Use of Social Media Apps 0.480255 0.103188 4.654192 1.25E-05
Using Apps over website -0.03314 0.031234 -1.061 0.291841
Attitude to approach by salesperson 0.043308 0.030787 1.406693 0.163344
Preference of Personalized Promotions 0.062851 0.04505 1.39514 0.166787
Preference of Mobile Promotions -0.01348 0.038986 -0.34567 0.730488
Preference of Loyalty benefits for Apps 0.084301 0.044453 1.896418 0.06147
Comparison of Products online 0.141957 0.035068 4.047991 0.000117
Digital Media (online product review) -0.01405 0.027707 -0.50723 0.613368
Digital Media vs B&M Stores(in-store
promotions) -0.01062 0.025799 -0.41148 0.681804
Digital Media (Touch screen/kiosk at
shopping mall or at store) -0.00272 0.024327 -0.11172 0.91132
Mobile advertisements? -0.01346 0.021369 -0.6299 0.530535
Individually, factors which are relevant are usage of social media apps while at the retail
centres and comparison of products online.

40. 40
4.4.4 OLAP and Frequency analysis
The first analysis that we make is understanding the number of consumers who own a
smartphone.
Figure 4.6: Distribution of consumers owning and not owning a Smartphone
The number of consumers owning a smartphone is statistically higher. However, for the
purpose of digitization, one must ascertain if these consumers use the facilities and internet
on their smartphones. This has been done in the next step.
Figure 4.7: Distribution of the number of consumers using internet on the
smartphone
Understanding that the number of consumers who don’t own a smartphone are limited in
this sample, a goodness of fit test was performed to understand if the observed data was
statistically different from the data that is expected.
0
10
20
30
40
50
60
70
80
90
100
No Yes
NumberofRespondents
Distribution of consumers owning and not
owning a Smartphone
0
10
20
30
40
50
60
70
80
90
100
No Yes
NumberofRespondents
Use of Internet on the Smartphone

41. 41
The chi-test p-value found was 1.22 × 10 , which is less than 0.05.
The next step that was followed was whether free Wi-Fi availability in the stores and retail
centers would boost usage of internet on the smartphones and if consumers were willing to
make use of the free internet connection.
The observed p-value after Goodness of fit test in these consumers was 1.045 × 10 ,
which is less than 0.05. This result implies that making free Wi-Fi available to consumers
would help the retail giants in geo positioning and geo targeting effectively.
Another object of study was understanding the correlation between consumers using social
media/mobile apps while at a shopping mall and using mobile applications to shop. The
distribution suggested that consumers who used mobile apps and social media in shopping
centers were more likely to use apps to purchase products.
Table 4.0: Distribution of Respondents w.r.t mobile apps and social media
usage to shop: Observed
Usage of Mobile Apps to shop/Usage of
Social Media/Apps in a Mall(Observed) No Yes
Grand
Total
No 16 9 25
Yes 3 65 68
Grand Total 19 74 93
Table 5.0: Distribution of Respondents w.r.t mobile apps and social media
usage to shop: Predicted
Usage of Mobile Apps to shop/Usage of
Social Media/Apps in a Mall(Predicted) No Yes
Grand
Total
No 5.1 19.9 25
Yes 13.9 54.1 68
Grand Total 19 74 93
On analyzing these values, the chi-test p-value derived from excel is 2.64 × 10 , which
is less than 0.05. This indicates that consumers who don’t use mobile apps and social media
in malls don’t use mobile apps to shop.

42. 42
The consumers’ response to mobile advertisements is being measured in the following
graph. Consumers, statistically, don’t find mobile ads very obtrusive or very unobtrusive. In
general, most consumers find the ads neutral or slightly obtrusive.
Figure 4.8: Response to mobile advertisements
Figure 4.9: Analysis of consumers ready for geo-fencing and geo-targeting
In this chart, we can see the intersection between the number of consumers who prefer
personalised promotional schemes and the ones who are comfortable with mobile
promotions. Of the 79% consumers who prefer personalised promotions, only 9% disagree
0
5
10
15
20
25
Very
Obtrusive
Quite
Obtrusive
Slightly
Obtrusive
Neutral Slightly
Unobtrusive
Quite
Unobtrusive
Very
Unobtrusive
Response to Mobile Advertisements
Neutral
19%
Disagree
2%
Agree
34%
Disagree
9%
Neutral
18%
Strongly Agree
18%
Agree &
Strongly Agree
79%
Personalised Promotion to Mobile
Promotion
Neutral Disagree Agree Disagree Neutral Strongly Agree
Personalised Promotions Mobile Promotions

43. 43
with mobile promotions, making this an ideal cluster for the retail segments to target using
geo-targeting and geo-fencing.
4.4.5 Cluster Analysis
Number of cluster identified: 4.
Table 6.0: Cluster Distances
Absolute Percent
Within-class 0.093 15.59%
Between-classes 0.504 84.41%
Total 0.597 100.00%
Table 7.0: Cluster Centroids
Class
Q3) Do you
own/owned
a smart
phone?
Q4) Do
you use
internet
on
mobile?
Q5) Would you
prefer free Wi-Fi
at
malls/shopping
centers?
Q1) Have
you used
mobile
applications
to shop?
Q7) Do you use
social
media/mobile
apps when at a
Mall/Shopping
center?
1 (Obs1) 0.000 0.000 0.000 0.000 0.000
2 (Obs7) 0.000 0.000 0.000 1.000 1.000
3 (Obs3) 0.000 0.000 0.000 0.000 1.000
4 (Obs48) 1.000 1.000 1.000 1.000 1.000
Table 8.0: Distance between Clusters
1 (Obs1) 2 (Obs7) 3 (Obs3) 4 (Obs48)
1 (Obs1) 0 1.414 1.000 2.236
2 (Obs7) 1.414 0 1.000 1.732
3 (Obs3) 1.000 1.000 0 2.000
4 (Obs48) 2.236 1.732 2.000 0

44. 44
Cluster 1:
This cluster is completely open to digitization and use of digital media to shop. It is consists
mainly of the age 22-40 and an equal number of males and females. The respondents in this
cluster own a cellphone, use internet on it, prefer free Wi-Fi access at shopping malls, and
use mobile apps to shop and use social media and mobile apps when at shopping malls. This
is the most important cluster as it contains the bulk of the respondents.
A summary of analysis of their likes and dislikes reveals the following:
 72% consumers prefer comparing with online prices before purchase decision (Using
NPS formula)
 49% consumers promote applications for shopping as opposed to web
 43% consumers prefer not having the salesperson approach them instore
 80% consumers prefer personalized promotions schemes
 55% consumers expect loyalty benefits for shopping over app
 Consumers strongly believe that online product reviews are helpful
 Consumers find in-store promotions genuine
 Consumers find touch screen and kiosk at shopping mall and stores helpful
 Consumers are neutral towards mobile ads or find them to be obtrusive
Cluster Analysis: Cluster 1: 65 Respondents
Figure 4.10: I like to compare products price online when at store
Agree
40%
Disagree
9%
Neutral
6%
Strongly Agree
43%
Strongly Disagree
2%
I like to compare product price online when at store
Agree
Disagree
Neutral
Strongly Agree
Strongly Disagree

45. 45
From the graph 4.10, we can see that 83% of the consumers strongly agree or agree with the
point that they would like to compare product prices online when in the store, in search for
a better deal.
Figure 4.11: I prefer using application to shop rather than web
From the above graph, we conclude that 69% respondents prefer using applications and
mobile phones to shop as opposed to purchasing from the web.
Figure 4.12: I like to be approached by sales person at store
Agree
38%
Disagree
12%
Neutral
11%
Strongly Agree
31%
Strongly Disagree
8%
I prefer using application to shop rather than web
Agree
Disagree
Neutral
Strongly Agree
Strongly Disagree
Agree, 43.08%
Disagree, 12.31%
Neutral, 23.08%
Strongly Agree,
16.92%
Strongly Disagree,
4.62%
I like to be approached by sales person at store
Agree
Disagree
Neutral
Strongly Agree

46. 46
From the graph in Figure 4.12, we conclude that only 64% consumers prefer being
approached by salespeople in the store, while about 17% consumers completely disagree
and don’t like being approached by salespeople.
Figure 4.13: I would prefer personalized promotional scheme
This graph gives us an insight into the fact that 80% respondents agree/strongly agree with
having personalised promotional schemes. However, a more interesting finding is that as a
consensus, not a single respondent disagreed with personalised promotional schemes or
considered it a breach of their privacy.
Figure 4.14: I feel mobile promotional offer are an advantage
Agree, 41.54%
Disagree, 9.23%
Neutral,
26.15%
Strongly Agree,
23.08%
I feel mobile promotional offer are an advantage
Agree
Disagree
Neutral
Strongly Agree
Agree
48%
Neutral
20%
Strongly Agree
32%
I would prefer personalized promotional scheme
Agree
Neutral
Strongly Agree

47. 47
In this case, we can deduce that 65% of the respondents prefer having mobile promotional
schemes and believe them to be an advantage. Another important consideration is that 26%
of the respondents have responded with a neutral approach and can be converted into the set
which believes that they are an advantage. Also, no respondent has disagreed with this idea
strongly.
Figure 4.15: I would like loyalty benefits by downloading brand application.
From the graph above, we can see that respondents would prefer having loyalty benefits
when downloading brand applications. Only 3% of the respondents had a negative outlook
to having loyalty benefits for downloading brand applications.
Agree
42%
Disagree…Neutral
20%
Strongly Agree
35%
I would like loyalty benefits by downloading
brand application
Agree
Disagree

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Figure 4.16: What do you feel about online product review?
Online Product reviews, as per the chart above, seem to be very helpful or quite helpful.
86% of the respondents find online product reviews helpful.
Figure 4.17: What do you feel about in-store promotions?
Very Helpful
32%
Quite Helpful
43%
Slightly Helpful
11%
Neutral
4%
Slightly
unhelpful
5%
Quite Unhelpful
5%
What do you feel about online product review?
Very Helpful
Quite Helpful
Slightly Helpful
Neutral
Very Genuine
1% Quite Genuine
17%
Slightly Genuine
29%
Neutral
28%
Slightly Dubious
9%
Quite Dubious
11%
Very Dubious
5%
What do you feel about in-store promotions?
Very Genuine
Quite Genuine
Slightly Genuine
Neutral
Slightly Dubious
Quite Dubious
Very Dubious

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From the chart in Figure 4.17, it is observed that 47% respondents find in-store promotions
genuine to some degree. In-store promotions, as opposed to online promotions seem to be
dubious and not very reliable.
Figure 4.18: What do you feel about touch screen/kiosk at shopping mall or at
store?
Majority of the consumers in the UAE find kiosks and touchscreens to be helpful in some
degree. This indicates a ripeness for digitization in the UAE for the retail industry as it would
reduce inventory costs and advertising costs along with cost of retention of a customer, since
the experience provided with kiosks is seamless for the consumer.
Very Helpful
26%
Quite Helpful
23%
Slightly Helpful
32%
Neutral
8%
Slightly unhelpful
5%
Quite Unhelpful
6%
What do you feel about touch screen/kiosk at shopping mall or at
store?
Very Helpful
Quite Helpful
Slightly Helpful
Neutral
Slightly unhelpful
Quite Unhelpful

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Figure 4.19: What do you feel about mobile advertisements?
As per the chart in figure 4.19, we can see that 60% of the consumers find mobile
advertisements unobtrusive. This is in sync with the finding wherein 65% consumers
preferred having mobile promotional offers. Also, one can see that there is a market of 20%
consumers who are neutral to mobile advertisements.
Cluster 2:
This cluster is tech savvy and has consumers who own a smartphone and use internet on it.
They prefer having access to free Wi-Fi in retail stores, but don’t use mobile apps to shop
or while they are shopping.
Age distribution is equal. Also, the gender ratio is almost 50-50 in this case. Consumers in
this cluster don’t have a consensus on matters regarding usage of apps to shop rather than
web, comparing product prices online, preference for online product reviews, in-store
promotions, touch screens/kiosks in shopping centres, and mobile ads obtrusiveness.
The cluster does have a consensus on preference towards personalised promotions and
mobile promotional offers. They agree on the fact that having these promotions are helpful.
Cluster 3:
This cluster is a very small cluster and consists of only three respondents. They own a
smartphone, use internet on the mobile phone, prefer free Wi-Fi, use mobile apps to shop
but don’t use social media apps while shopping.
Since this cluster is very small, no further analysis has been done on this due to the sample
size being too small for this cluster.
Very Obtrusive
1%
Quite Obtrusive
8%
Slightly Obtrusive
11%
Neutral
20%
Slightly Unobtrusive
23%
Quite Unobtrusive
22%
Very Unobtrusive
15%
What do you feel about mobile advertisements?
Very Obtrusive
Quite Obtrusive
Slightly Obtrusive
Neutral
Slightly
Unobtrusive
Quite
Unobtrusive
Very Unobtrusive

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Cluster 4:
This is the second smallest cluster and consists of seven respondents. They are the
respondents that don’t have any preference for digital media. They don’t use a smartphone
and hence aren’t relevant to this study.

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CHAPTER 5: RECOMMENDATIONS
Recommendation 1: Increase digitization of retail to take advantage of changing trends
It has been identified that, smartphone will be used more extensively over the coming years.
Consumers’ time on their smartphones have increased by 29% over the five years and in the
coming years they will carry out more activities such as product and price comparisons.
Thus, retail firms can leverage more of this communication channel using geo targeting or
geo-fencing to provide personalised promotional offers and schemes.
Recommendation 2: Use of Omni Channels to attract and retain millennials
The millennials of today are extremely tech-savvy and prefer digital media over print media.
Using an Omni-channel approach firms can connect with these millennials online as well as
offline. Digitization of retail in the form of kiosk, touch screen etc. would be one step closer
to setting up a perfect in-store experience. Consumers (millennials) are present and future
consumers it will only be beneficial for retailers to adopt the digitization.
Recommendation 3: Use mobile phones and social media to complete the process of
digitization of retail
Today, 84% consumers use mobile phones & applications to shop while in-store, depicting
the emergence & need for current retailers to service this new digitally equipped consumer.
Three and a half hours of the consumers’ average time per day is spent on social media and
other e-commerce websites, thereby justifying the need for digitization of retail, being
reciprocated from the consumers end as well.
Recommendation 4: Provide access to free Wi-Fi connection in store
Access to Wi-Fi connection in store is preferred by 96% of the surveyed consumers, and of
these, 72% of the consumers find mobile advertisements unobtrusive. This paves the way
for retail firms and outlets to set up beacons, Wi-Fi hotspots, and thus collect data and
provide consumers their own requirements at the right time. This kind of personalised
service would lead to firms being able to charge a price premium for the same goods and
services, reducing the consumer’s surplus and increasing the firm’s net profits.

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Recommendation 5: Consolidation of online product reviews with in-store kiosks and
mobile promotional schemes
Consolidating the online product reviews for a product with the in-store product and the
online price available for comparison would help make the experience for the consumers a
seamless experience and hassle-free. Also, the transparency in the process would aid in
developing trust between consumers and the brand, increasing loyalty, brand image and
ability to charge a higher price for the brand.
Recommendation 6: Use of Geo-targeting and Geo-fencing for acquiring, retaining
customers
From the data analysis, we conclude that 78% consumers prefer personalised promotional
schemes and of that, 70% consumers prefer mobile promotions and only 8% disagreeing
with them. This depicts that the market is ripe for initiating geo-fencing and geo-targeting
to target consumers better and increase effectiveness of communication to consumers.

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CHAPTER 6: SCOPE AND LIMITATIONS OF RESEARCH
6.1 Scope of the project
1. Retail market Sizing and development across Middle East
2. Ranking of the main retail companies across Middle East
3. Assessing the maturity of digitization of retail in The UAE.
6.2 Limitation of research
Since most of the research will be carried out in the Dubai and Abu Dhabi region,
generalizing for the complete UAE would be a limitation of the project. However, the
majority of the UAE population are either working or residents in these two region primarily,
so it can be considered as a population sample representation. Another limitation of the
research of the project will be the exploration of markets such as Kingdom of Saudi Arabia,
where the data collection and analysis will be only based on secondary research methods
and no primary research could be done without the support of the client (Iconiction). Due to
the paucity of time, the number of variables identified by the project may be constrained and
not exhaustive.

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Appendices
Appendix A: Questionnaire
Mobile Advertisement
Q1) Age
15-21
22-30
31-40
41-50
50+
Q2) Gender
Female
Male
Q3) Do you own/owned a smart phone?
If "NO" selected- proceed to submit your response
Yes
No ( if selected)
Q4) Do you use internet on mobile?
Yes
No
Q5) Would you prefer free Wifi at malls/shopping centers?
Yes
No

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Q6) Have you used mobile applications to shop?
Yes
No
Q7) Do you use social media/mobile apps when at a Mall/Shopping center?
Yes
No
Q8) Please read each one of the question & indicate to what extent you agree &
disagree.
Strongly
Disagree
Disagree Neutral Agree
Strongly
Agree
I prefer using application
to shop rather than web
I like to be approached
by sales person at store
I would prefer
personalized
promotional scheme
I feel mobile
promotional offer are an
advantage
I would like loyalty
benefits by downloading
brand application
I like to compare
product price online
when at store

60. 60
Q9) What do you feel about online product review?
1- Very; 2 Quite; 3 Slightly; 4 Neither; 5 Slightly ; 6 Quite; 7 Very
1 2 3 4 5 6 7
Helpful Unhelpful
Q10) What do you feel about in-store promotions?
1- Very; 2 Quite; 3 Slightly; 4 Neither; 5 Slightly ; 6 Quite; 7 Very
1 2 3 4 5 6 7
Genuine Dubious
Q11) What do you feel about touch screen/kiosk at shopping mall or at store?
1- Very; 2 Quite; 3 Slightly; 4 Neither; 5 Slightly ; 6 Quite; 7 Very
1 2 3 4 5 6 7
Helpful Unhelpful
Q12) What do you feel about mobile advertisements?
1- Very; 2 Quite; 3 Slightly; 4 Neither; 5 Slightly ; 6 Quite; 7 Very
1 2 3 4 5 6 7
Obtrusive Unobtrusive

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Appendix B: Safe Assign Report
RSAGMBAMGBSG - GMBA/MGB – REFERENCING (SAFEASSIGN) - STUDENT
SELF HELP FACILITY
Safe Assign - Submission Link
Pawan Manohar Gurnani
on Sat, Dec 19 2015, 11:35 AM
8% highest match
Submission ID: acf0eed2-67ff-446d-9e8c-2a234ac31343
Attachments (1)
 Safe Assign Doc.docx 8%
Word Count: 10,205 Attachment ID: 109184839
Safe Assign Doc.docx
1 TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION 6 1.1 About Iconiction 6 1.2 Product and Services
7 1.2.1 Icon Hyperlocal 7 1.2.2 Icon In-Store 7 1.2.3 Iconshopping 8 1.2.4
Iconanalytics 8 1.2.5 Iconretail 8 CHAPTER 2: LITERATURE REVIEW 9 2.1
Retail Industry Worldwide 9 2.2 Retail Industry in the GCC 11 2.2.1 Retail in the
UAE 12 2.2.2 Retail in Kingdom of Saudi Arabia 14 2.2.3 Retail in Qatar 14 2.2.4
Retail in Kuwait 15 2.2.5 Comparison of the five GCC states ranked in GRDI 15
2.3 Digitization 15 2.3.1 Internet of things (IoT) 18 2.3.2 Omni-Channel
communication 19 2.3.3. In-store digitization 20 2.4 Role of Smartphone 22
2.4.1 Smartphone in middle-east 23 2.4.2 Mobile influence factor 24 2.5 Mobile
advertising 25 CHAPTER 3: PROBLEM & METHODOLOGY 26 3.1 Statement of
problem 26 3.2 Research Objectives 26 3.3 Methodology 26 CHAPTER 4:
ANALYSIS AND INTERPRETATION 28 4.1 Targeted retailer analysis 28

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Appendix C: SPJSGM Code of Ethics
Application and Scope: Applies to all the students and research supervisors of SPJSGM on
their conduct during their association with the institute across the geographies where
SPJSGM operates. This is to be interpreted in conjunction with the laws of the land.
1. The Research Code of Ethics abides the individual to be
a. Socially Responsible, fair and tolerant
b. Law Abiding
c. Respecting Culture and ethnic diversity
d. Cooperating with authorities
e. Helpful to Fellow students
2. Performance Improvement: Students will consciously endeavor to achieve higher levels
of performance and will strive towards self and institutional development.
3. Professional Conduct: Students are expected to behave in an amicable manner and exhibit
a professional conduct. Any form of anti-social or anomalous behavior is not acceptable.
Discrimination in any form will call for disciplinary action.
4. Students are to conduct themselves with Honesty and Integrity. Any form of corruption
will result in immediate suspension and dismissal.
5. Approvals: The students will obtain all the necessary approvals and will seek necessary
permissions for the research activity.
6. Infringement of copyrights and Intellectual Property in any form will call for a
disciplinary action and dismissal.
7. Confidentiality: Preserving the Confidentiality of all the privileged and propriety
information. Confidential information must be used only for the purpose of which it was
made available.
8. Publication: No student researcher can publish any article, report or the product of
research in any form without the permission of concerned parties.
9. Conflicts: Any type of interpersonal or professional conflicts should be avoided. In case
of any perceived conflict, it is the duty of the student to bring it to the notice of the supervisor

63. 63
10. Disclosures: Students are required to make necessary disclosures before a research
engagement. This may include situations such as: conflict of interest, existing relationships
with the party etc.
11. Liabilities: Student researcher cannot hold unlimited liabilities for the research work
with an organization. They should be conscious to avoid joint liabilities involving SPJSGM
as a party or unlimited liabilities on themselves.
12. Student researchers have their primary responsibility towards the academic research and
the deployed students are not allowed to pursue any commercial activity with the engaging
companies. Also, commercial exploitation of available information, research and its by-
products is prohibited.
13. Misrepresentation of facts, identities and impersonation shall result in disciplinary
action.
14. Students are expected to be fair and prudent in their dealing with human subjects
wherever it occurs in the course of research. This includes, knowing personal preferences,
orientations etc. Also influencing or canvassing in any form is not allowed.
15. Giving or taking any form of gift, benefit or favor from the research activity is prohibited.
Exchange of cultural pleasantries must be informed to the project supervisor. This excludes
sundry and operational reimbursements from the client company.
16. Research Supervisors are expected to deploy the students in a fair manner ensuring
against any form of discrimination, abuse or exploitation by concerned parties.
17. Supervisors cannot accept any monetary incentive for the research from companies and
cannot claim Intellectual Property rights emerging out of their access to client specific
information during the course of research.
18. Sponsored researches or paid-internship deployments, if any, will have to be identified
and approved separately.
19. This code is enforced by a committee which will be empowered to recommend the
remedial actions and disciplinarily proceedings against the persons involved. The committee
is constituted by the SPJSGM management.
20. Student/teams are required to sign and submit a copy of this document to the program
office and corporate mentor. For all regulations, the decision of SPJSGM Management will
be final.

64. 64
Project participant:
----------------------------
Pawan Gurnani
GJAN15CMM010
Date: 22/12/2015 GMBA Cohort: January 2015

65. 65