Pandemic has transformed consumers’ shopping behaviour as UAE’s Kearney Research reveals that consumers demand the touch and feel the experience of physical stores, combined with the convenience and ease of e-commerce. The 14^th Annual Global Shopper Study claims that only two-thirds of consumers are returning to stores, while 70% of them research about pricing and product prior to visiting a nearby store. The true challenge for retailers lies in “knowing” their well-informed customers to improve the in-store shopping experience. Retailers should train their staff members to deal with smart customers who expect convenience, choice, access, and speed of online shopping from in-store retailers. Plus, retailers should strategically utilise personalisation, customisation, and data to provide the right product to the right customer at the right time.

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