Citruss TV’s content is in Arabic. It has a focus on stay-at-home housewives, many of whom prefer to stay indoors rather than going out to shop, and may not be as inclined to trawl the Internet for what they need.
Citruss TV has a vibrant presence on social media platforms, and also participates in e-commerce. With the belief that home shopping can coexist with e-commerce, the company launched a website and has an omnichannel approach – also selling through social media.
Although television viewership is decreasing, home shopping continues to enjoy healthy growth. Citruss TV has extensive reach because it plays in every market in the Gulf, ensuring it has over 95% reach.
Citruss TV continued to dominate home shopping in value terms in 2018, remaining the only major player. Whilst the sales of “others” saw a double-digit decline in 2018, Citruss TV saw a double-digit increase; thus, increasing its value share even further.
Citruss TV has an advantage over most players in e-commerce, due to its curated content for local audiences; it therefore captures the idiosyncrasies of Gulf (Arab) life. This may change, however, as e-commerce becomes more localised, with the likes of Souq.
Many people who view and shop via home shopping in the United Arab Emirates are local Emiratis with comparatively higher purchasing power, and they enjoy the exclusively Arabic-speaking shows that are sensitive to local customs and tastes.
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