Nissan Transforms Middle East Retail with Phygital Strategy

Abu Dhabi : Nissan is reshaping car buying and ownership in the UAE and beyond with digital ease and physical upgrades across showrooms and service centres.

• They have upgraded over 80% of Middle East sales outlets to Nissan Retail Concept (NRC).
• The region’s largest Nissan network with 14 showrooms is in the UAE.
• Bahrain has achieved full NRC rollout with Oman and Iraq expanding rapidly.

Nissan is moving forward with a major upgrade to its retail strategy across the Middle East. They are blending physical and digital experiences under its global Nissan Retail Concept (NRC).

The brand has now transformed over 80% of its sales outlets in the region, which marks a major shift in how customers experience the brand from first click to final handshake.

Nissan is trying to ensure that every customer journey is consistent, modern, and engaging, be it online or in person.

Key NRC Features and Market Highlights

• There are new showroom designs to give a modern and open layout.
• It will have integrated digital tools so customers can browse, book, and track services online.
• There will be service upgrades beyond sales to enhance some after sales centres.
• Bahrain has completed full NRC rollout; with Oman and Iraq showing rapid progress.
• UAE is leading with 14 NRC-standard outlets across Abu Dhabi, Dubai, and Northern Emirates.
• Some notable upgrades include Musaffah Service Centre in Abu Dhabi, which is Nissan’s largest service site globally.
• Kuwait’s Patrol-only Service Centre will meet NRC standards within the year.

Customer-Focused Retail Excellence

Nissan’s new approach is aimed at one goal: to deliver customer experiences that can't be matched. The NRC framework means there will be premium service and transparency at all touchpoints.

Thierry Sabbagh, who is the Divisional Vice President, President - Middle East, KSA, and CIS - Nissan, INFINITI, stated, “Exceptional experiences begin the moment a customer interacts with our brand, physically or digitally.”

Nissan, in addition to the redesigning of the showroom and facility upgrades, has strengthened service operations to better serve the growing demand for top-tier support and convenience in the region.

Digital Platforms Power Continuous Improvement

Nissan’s main strategy includes two powerful initiatives: Nissan Service and the Customer Excellence Program. Nissan Service is built around eight promises that are all about transparency, speed, and trust.

Meanwhile, the Customer Excellence Program is about real-time feedback from customers in all markets.

There are also effective online tools, as seen in the strong website score of 4.4. The platform supports stress-free e-bookings, such as for the all-new Patrol, which was successfully offered for reservation online following its global debut.

Setting the Benchmark for Customer Satisfaction

Nissan’s strategy is paying off, since there was an average physical satisfaction rating of more than 90% during FY24 and digital ratings are also high. “Seeing such strong customer satisfaction scores, both in our facilities and online, is a proud moment for all of us,” Sabbagh added.

Nissan is shaping the future of automotive retail in the UAE and across the Middle East through NRC and a good phygital vision, which is, one seamless, customer-first experience at a time.