Quik Electronics Insights- Q&A with Chase Lario

1. What motivated Careem to launch Quik Electronics during Amazon’s Prime Week, and how do you see it impacting your market position?

We’ve been working on the launch of Quik Electronics for several months to expand Careem Quik’s product selection. We launched it in late June, leveraging the seasonal high demand for electronics.

Through Quik Electronics, we offer some of the lowest prices for electronics in the UAE and fastest deliveries in the market, which gave us a competitive edge over global e-commerce players in June. Careem Plus members also enjoy an extra 5% savings on phones, tablets, laptops, wearables, gaming consoles, games, headsets, and accessories. As a local brand that has contributed to the growth of the local tech scene, we’re excited to compete with global tech giant players and want to make sure customers know that they can get the best deals, and on-demand delivery, through Careem. With this latest launch, customers can now rely on Careem Quik to order a wide range of items – from grocery essentials and household items to the latest gadgets.

2. Based on the insights gathered, do you believe customers prefer to wait for annual discount events like Prime Day for their electronics purchases, or do they shop at other times of the year?

Many customers in the UAE wait for seasonal discounts or sale periods for significant purchases like personal or household electronics. We launched Quik Electronics to provide great deals on major tech items and accessories in an affordable and convenient way. Our aim is to elevate the customer experience by setting a new standard for low prices, secure and fast deliveries, and a seamless app interface.

3. How has the customer response been since the launch of Quik Electronics? Can you share any specific feedback or insights?

We were thrilled by the response from our customers, particularly our Careem Plus community. In the first week of the launch, items were selling out quickly, with hundreds of orders placed in just the first few days. We’ve delivered thousands of orders so far, with the top sellers including Apple AirPods Pro, PlayStation 5, and Samsung Galaxy S24 Ultra.

Our rapid delivery service, which ensures orders arrive within an hour across Dubai and Abu Dhabi has been particularly well-received. Customers appreciate the convenience of quickly replacing a charger or getting new AirPods without visiting a store or waiting for next-day delivery.

We’re delighted to see how Careem Plus members have come to rely on us for substantial savings on daily services, including food and grocery delivery, Careem rides, home cleaning, DineOut bills, and more. We’re excited to offer them additional benefit with discounts on their electronics purchases.

4. What factors contributed to the success of the Samsung Galaxy S2 and Apple AirPods Pro sales among your customers?

Our prices have been super competitive, generally the lowest online, at least for Careem Plus members – with the added benefit of on-demand delivery. We also anticipated high demand and ensured we had ample stock of these popular items when other retailers didn’t. Our category managers and data analytics teams play a crucial role in this as well. They gather relevant data and conduct market analyses and analyze feedback from focus groups to identify trendy items. This allows us to stay ahead of customer
preferences and stock the products our customers want most.

5. Besides phones and earbuds, what other categories or products are gaining traction among your customers?

Gaming consoles are moving quickly, followed by tablets (particularly iPads), laptops (especially MacBooks), and speakers.

6. Can you share more about Careem’s plans to expand the product selection on Quik Electronics? What types of products are you looking to add?

We’re doubling down on categories that are already proving popular, so expect to see more phones, earphones and wearables, tablets and gaming products. We’ll also try out new categories in the home and office space, and a broader accessories range.

7. How important is rapid delivery in the electronics market, and how has Quik Electronics addressed this demand?

When customers purchase electronics like chargers, power banks, and headsets, fast delivery can be crucial. We’ve all experienced being at the office or a café and realizing we’ve forgotten our headsets or that our phone is running out of battery with no charger in sight. Being able to replace these items in under an hour is incredibly useful, and the positive customer response reflects that. On everything else, if you have the option of getting something faster and still benefit from the best prices in town, why wouldn’t you?

8. What message would you like to convey to customers who are considering using Quik Electronics for their electronics purchases?

Our purpose at Careem is to simplify life in the region – whether it’s through convenient rides, reliable deliveries, or getting a replacement phone charger in a flash. Since our launch 12 years ago, we’ve remained committed to delivering a seamless customer experience and ensuring satisfaction with every service we offer. For Quik Electronics in particular, we want to highlight that all items come with a standard manufacturer’s warranty and can be returned for free within 24 hours of purchase, as long as the package is unopened and undamaged.

9. What steps is Careem taking to ensure the quality and authenticity of the products sold on Quik Electronics?

We ensure the quality and authenticity of products on Quik Electronics by partnering with reputable brands and suppliers and conducting rigorous quality control checks, where we verify the authenticity of the products and inspect them for any defects. We also have a really seamless return and refund policy enabling customers to return or exchange items hassle-free on the off chance that they don’t meet their expectations.