The digital landscape — for all its benefits by way of connectivity and accessibility — presents a burden of choice. In this year alone, the Covid-19 pandemic catalysed a critical shift in consumer behaviours, bringing a new generation of shoppers online for the first time. In 2021, e-commerce accounted for 11 per cent of total retail sales in the GCC — almost double from the year prior. Now exposed to a growing plethora of brands and platforms to interact with, MENA’s consumers are inundated with endless options every minute of every day, pointing to the need to stand out and to stand out for good. How would one do this? Customer loyalty, of course.
The region’s brands
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