Emphasis on customer service and experience is the top priority for Middle East retailers, according to a survey by InRetail Summit, a new retail forum in the region attended and supported by large retail organizations like Binhendi Enterprises, Fawaz Al Hokair, Majid Al Futtaim Fashion, MAF Properties, Al Futtaim Real Estate Group and Sharaf DG among others. Key retailers, mall owners and retail service providers in the region were surveyed and the results proved how today's technology has rapidly changed the shopping experience and how shoppers have gained the edge on retailers in technology adoption. Retailers admit that there is a lot of catch-up work to be done and they recognize the fundamental change that occurred in the shopping process in the last few years. On the question what Middle East retailers' strategies for success will be in 2012, 65 percent answered the emphasis on customer service and experience, 17 percent answered social media marketing and 10 percent value messaging and offer promotions. For the next 2 years, 53 percent of retailers favored social commerce and social media as investment of choice, 25 percent answered mobile apps and websites, 25 percent answered e-commerce and a further 25 percent in-store technology. Retailers' competitive strategies include in 46 percent of the cases superior customer service, 30 percent said focus on niche products and 20 percent mentioned brand
