Advanced level of digital maturity: This is how UAE firm will beat competition

Companies who want to ahead of change and secure competitive advantage are transforming themselves into fully integrated omni businesses, reveals a survey of over 400 consumer goods retail and manufacturing executives from 27 countries, including executives from the UAE.

For the first time this year, 7,100 consumers from 19 countries – including the UAE – were surveyed online to compare executive objectives with fundamental customer expectations in the Global Consumer Executive Top of Mind survey. The survey was conducted by KPMG International and the Consumer Goods Forum.

Ninety per cent of UAE firms surveyed – compared to a global response of 77 per cent – believe they would be at an advanced level of digital maturity in marketing and promotion by 2018, compared to 50 per cent of UAE respondents who polled for now (and 57 per cent of global respondents).

Procurement was generally seen as a challenge, with only 44 per cent of UAE respondents - and 60 per cent of global respondents - believing that they would be at an advanced level of digital maturity by 2018.

By 2018, 32 per cent of the executives responding to the survey say they plan to evolve beyond their current single-, multi- or omni-channel retail operations into "omni businesses".

This means a completely digitally integrated business - including not just sales channels, but also manufacturing, inventory, marketing, sales, payments and distribution.

Anurag Bajpai, partner with KPMG in the Lower Gulf and Head of Retail, said: "Our survey suggests that unless consumer businesses are laser-focused on the consumer, using data and analytics and technology to target, serve and customize products and experiences for a highly segmented customer base, they will fail. The customer has to be the point of sale. Digital channels are already replacing bricks and mortar outlets - both here in the UAE and globally.

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