Future of Car Shopping - Nissan's ‘Phygital’ Retail Strategy in the Middle East

Saudi Arabia : The Musaffah Service Centre in Abu Dhabi and the Service Centre in Kuwait will be upgraded to NRC standards before the end of FY24.

• The new retail concept now incorporates modern showroom layouts, enhanced services and unique digital tools.
• More than 80 per cent of sales facilities are now compatible with Nissan Retail Concept.
• With a positive online score, the customer satisfaction rating has gone over 90 per cent in FY24.

Nissan is transforming how people experience car buying in the Middle East. The Japanese auto brand is investing in a smart mix of physical and online options, making it easier to connect in person and digitally. As part of this change, over 80 per cent of Nissan showrooms in the region now follow the global Nissan Retail Concept. 

Through the Nissan Retail Concept, customers get a smooth experience. It combines modern showroom layouts, better service processes, and new digital tools. Whether someone is browsing cars online, visiting a showroom, or booking a service, every step is made to be simple, modern, and engaging.

Matching the global standards

Thierry Sabbagh, the Divisional Vice President and President for the Middle East, KSA, and CIS at Nissan and INFINITI said that great experiences start the moment a customer interacts with their brand, whether in person or online. NRC shows the brand’s dedication to providing top-quality service and design that meets global standards. 

Achieving over 80 per cent NRC adoption across the Middle East reflects the strong relationship the company has with dealer partners and the focus on our customers.

Upgradation Across the Region

Nissan is dedicated to improving all its showrooms in the Middle East. The company continues to grow by opening new facilities. Bahrain has already fully adopted the NRC standards. In markets like Oman and Iraq, new dealer appointments are moving quickly. Over the past year, many NRC-standard showrooms have opened in these countries.

The UAE has the largest Nissan showroom network in the region, with 14 showrooms. These are located in Abu Dhabi, Dubai, and the Northern Emirates. Nissan aims to keep upgrading and expanding its presence in the Middle East.

NRC's global framework mainly focuses on sales facilities, but Nissan Middle East has gone further. They are improving select service and parts centres to create a more complete, customer-focused approach. Notable examples include the Musaffah Service Centre in Abu Dhabi, which is the brand’s largest service centre in the world. 

The company is also upgrading a Patrol-only Service Centre in Kuwait to meet NRC standards within this financial year.

Customer Feedbacks – The Backbone of Success

Nissan clearly shows its commitment to customers through two main initiatives. The first is Nissan Service, built on eight promises that focus on quality. These promises make sure that customers find Nissan easy to understand, simple to use, and trustworthy. The second is the Customer Excellence Program. 

This is a strong online tool that collects feedback from customers who buy or use services. It gathers real-time opinions from both sales and service clients. These feedbacks are aimed at improving all its centres, whether physical stores or online. The program helps Nissan make changes in any market it serves, ensuring better service.

Nissan's approach is highly valued, as per feedback by customers.  In fiscal year 2024, satisfaction scores at all sales and service sites remain above 90 per cent. With a website score of 4.4, online reviews are likewise quite favorable. 

The partial credit for this also goes to Nissan's enhanced e-commerce capabilities. For example, customers can now easily book the all-new Patrol SUV online after its global launch last year.

Nissan keeps pushing beyond the usual, showing a clear vision for the future of car buying. Their retail changes focus on innovation, consistency, and high quality at every point of the customer experience.