The Role of Big Data in Enhancing Customer Experience in UAE Retail

Abstract

Purpose: The objective of this research was to identify critical success factors for the adoption of Big Data in UAE retail. The use of Big Data, in this case, focused on improving its system of recommendations for a better understanding of consumer behavior and its impact on consumer experience.

Design/Methodology/Approach: The research was done through interviews & observation of shopping patterns. A semi - structured interview script was used for the interviews.

Findings: Based on the results, we outline some propositions related to the opportunities and obstacles for the implementation of Big Data in UAE retail.

Originality/Value: The main contribution of the research was the identification of relevant factors to the adoption of Big Data that were not considered as critical for the adoption of previous technologies.

Research Rationale: Few years ago, retailers had no idea who was buying what and from where they are buying and where not so bother about customer experience. Now Big Data helps retailers understand individuals' needs, allowing them to create segments to target. Big Data will help in understanding the buying trend. Not may study are conducted in UAE retail. This study will help to understand the adoption and role of Big data in UAE retail customer experience.

This paper show how can big data analytics help to improve the retail business and can be applied in the sector and help in decision making.