Dubai is embracing cutting-edge technology to position itself as a global leader in retail innovation
The global retail landscape is undergoing a seismic shift. Consumers today demand seamless, tech-driven experiences that align with their fast-paced lifestyles. From facial recognition payments and hybrid ‘phygital’ stores to cryptocurrency integration, retailers worldwide are embracing advanced technologies to meet these evolving expectations. This transformation is driven by a generational shift. Clearly, Gen Z is leading the way with its insatiable appetite for convenience, personalisation, and immediacy.
With this generational shift, expectations are higher than ever, and conversely, patience is probably lower than ever. As retailers we try to be as agile as possible to meet those demands.
The challenge of catering to tech-savvy Gen Z alongside older generations with varying levels of digital literacy is immense. Yet, Dubai’s approach seamlessly merges these worlds. For instance, Majid Al Futtaim is embracing conversational commerce via platforms like WhatsApp and social commerce on Instagram and TikTok, allowing consumers to shop where they are most comfortable. These innovations address consumer impatience and the demand for instant gratification while remaining accessible to all.
In this context, Dubai has emerged as a global leader in retail innovation, adopting cutting-edge technologies that are transforming how consumers shop and how businesses operate. It is setting the benchmark for a digital-first retail ecosystem that caters to a diverse, tech-savvy audience.
The rise of contactless payments
Contactless payments are a cornerstone of modern retail, especially in the GCC countries. A young, tech savvy population, robust digital infrastructure (the top three countries in the world with fastest internet speeds are all in the GCC), and national agendas fostering digitalisation have all contributed immensely to the rapid adoption of cardless and seamless payment options.
Retailers like Carrefour have introduced FacePay, enabling shoppers to make purchases with a simple facial scan, thus eliminating the need for cards or cash. Majid Al Futtaim’s SharePay, in partnership with Checkout.com, has further elevated the payment experience, offering customers a unified digital wallet that simplifies transactions across their properties. These innovations not only enhance the shopping experience but also reduce friction at critical points, such as checkout, ensuring higher conversion rates.
Super apps are redefining convenience by consolidating services, from groceries to luxury fashion, into one platform. Majid Al Futtaim anticipated this shift, incorporating seamless payment solutions like SHARE Pay and partnerships with Tabby for instalment plans. These advancements cater to consumers’ desire for frictionless transactions, ensuring that no sale is lost due to outdated or cumbersome checkout processes.
Dubai’s forward-thinking approach to payments demonstrates its ability to anticipate and adapt to global trends, creating a retail ecosystem that prioritises consumer convenience.
Phygital shopping – the new normal
Globally, the line between physical and digital retail is blurring, giving rise to ‘phygital’ shopping environments. This hybrid model combines the tactile benefits of in-store shopping with the convenience of online platforms, creating a cohesive customer journey.
In Dubai, the Mall of the Emirates App exemplifies this trend. The app is being revamped and acts as a digital concierge, allowing shoppers to locate stores, book services like valet parking, and even pre-order coffee; all from their smartphones. This seamless integration of digital tools with physical experiences has enhanced customer satisfaction.
Phygital shopping environments are also influencing consumer spending patterns, encouraging longer dwell times and higher basket values. By embracing this model, Dubai is redefining the mall experience for a global audience.
Retail innovation doesn’t stop at payment solutions or phygital environments. Emerging technologies like AI, blockchain, and the Internet of Things (IoT) are becoming central to the shopping experience. Globally, retailers are leveraging these tools to deliver hyper-personalised services, streamline operations, and engage customers in new ways.
The focus is on making malls more responsive, connected, and predictive without compromising the human touch.
While still nascent, technologies like cryptocurrency are also being explored. Dubai’s openness to these advancements signals its readiness to evolve alongside global retail trends.
From parking to personalisation
Even the simple act of parking is being revolutionised. In response to customer feedback, we are introducing barrier-less parking solutions across our malls, powered by number plate recognition. It eliminates queues, while apps can help customers book valet services, car washes, or EV charging during their shopping trips.
Dubai: A global hub for retail innovation
Dubai’s commitment to digital transformation is reshaping the future of retail. Through its integration of advanced technologies, the city is creating omnichannel, customer-centric experiences that cater to a diverse audience.
This transformation aligns with Dubai’s ambitious D33 agenda, which aims to make it a global hub for retail and e-commerce innovation. The ‘D33’ Agenda includes the launch of innovative projects to drive sustainable economic growth through innovative approaches and double GDP by 2033, making Dubai the fastest, safest and most connected city in the world.
The D33 agenda defines the city’s vision of becoming a prominent global economic hub by prioritising sustainable practices and economic diversification – growing the retail sector through innovation and digitalisation will contribute immensely to these goals.
As consumer expectations continue to evolve, Dubai’s approach serves as a blueprint for the future—a future where technology and human-centric design come together to redefine the way the world shops.
Dubai is rewriting the rules of retail. By combining advanced technologies with a customer-centric approach, we are shaping a future where shopping is not just a transaction but an immersive, enjoyable, sustainable and rewarding experience. As retailers worldwide grapple with changing consumer behaviours, Dubai’s strategy provides a roadmap for success in the age of digital transformation.
Fatima Zada is the Senior Director, Technology and Transformation at Majid Al Futtaim Asset Management Business Unit.
TNGlobal INSIDER publishes contributions relevant to entrepreneurship and innovation. You may submit your own original or published contributions subject to editorial discretion.