Ease first, price second: What UAE shoppers really value in hypermarkets

Campaign ME

a day ago

Aisle layouts, loyalty schemes, and influencer reviews may not immediately seem connected – but in the UAE's hypermarkets, they all shape how shoppers browse, decide, and spend. A recent study conducted by SixthFactor Consulting across three high-traffic Dubai hypermarkets offers one of the most detailed snapshots of in-store behaviour in the UAE in recent years. The methodology included 600 quantitative interviews, in-store observations, and qualitative deep-dive interviews with primary shoppers aged 25 to 50.
According to Himanshu Vashishtha, CEO of SixthFactor Consulting, the findings reflect a retail landscape that's becoming more complex and more consumer-driven. 'You've got a mix of cultures, routines and expectations all under one roof. What stands out is how fast those expectations are changing.'
Navigation before price for UAE shoppers
Shoppers across nationalities ranked ease of navigation (64%) above competitive pricing (61%) with signage clarity (56%) following closely when choosing where to shop.
'People want a stress-free experience,' said Vashishtha. 'They want to get in, find what they need, and feel good doing it.'
That sentiment was echoed by an Expat Arab male respondent, who said: 'I need to be able to find what I want. A good offer isn't enough if the layout is confusing.'
For both marketers and store planners, this suggests that in-store UX matters just as much – if not more – than promotional pricing. Signage, layout and product positioning could be the difference between a successful conversion and a missed opportunity.
Discovery starts on social for young shoppers
Among shoppers aged 18-34, social media and influencer content were more influential than in-store displays or word-of-mouth when trying new products. More than 70 per cent of younger consumers said they regularly relied on social channels to guide purchasing decisions.
'If I see a blogger try something, I usually add it to my cart next time,' said a South Asian woman in her 30s.
This finding could have significant implications for FMCG brands and retailers, suggesting that social-first campaigns – especially when aligned with in-store availability – could directly impact trial and basket size.
Loyalty isn't just about price
While discounts remain important, brand trust and consistency now play a stronger role in supermarket loyalty, particularly for Emirati and Expat Arab shoppers. More than half said they stick with a retailer based on product quality, especially for categories like meat and produce.
'I'll pay more if I trust the meat. It's not about saving a few dirhams,' noted an Emirati woman in her 40s.
This points to an opportunity for retailers to build long-term brand preference through quality control, rather than over-indexing on price-driven promotions.
Offers fail to convert for shoppers
Despite the frequency of price promotions, fewer than 40 per cent of shoppers said in-store offers were clear enough to influence their purchase. Offer signage (35%), mobile app promotions (32%), and in-store announcements (28%) ranked among the lowest in effectiveness.
'I couldn't even tell what the offer was and how much the discount was, so I just walked away,' said an Expat Arab male shopper.
With major brands investing in in-store campaigns, these findings highlight the importance of clarity and visual hierarchy in communicating value.
Apps exist, but aren't working
Though most supermarkets have digital apps, fewer than a third of shoppers were satisfied with the experience – and in some cases, weren't even aware the apps existed.
'I use Talabat because at least I know it works. I didn't even know this store had an app,' said a South Asian male respondent.
This gap between digital availability and shopper awareness or satisfaction shows that app development alone isn't enough – utility, visibility and user experience remain critical.
Loyalty programmes need personalisation
Only 35 per cent of shoppers felt their loyalty programme was tailored to their needs, and fewer than half found the points or rewards valuable.
'It's just a card. I don't even know what I can get with it,' said a South Asian man.
For retailers, this reinforces the need for greater personalisation and transparency in loyalty schemes – from onboarding to redemption.
What it means for marketers
For marketers and retail strategists, the study points to an important shift: the factors influencing shopper behaviour in the UAE are increasingly experiential and expectation-driven.
'Retail in the UAE isn't just about price or product anymore,' said Vashishtha. 'It's about trust, ease and being in tune with the people walking through your doors.'
The battle for basket share is no longer just fought on the shelf — it's playing out across experience, emotion, and ecosystem.