Most businesses today are spending a great deal of time and money making their businesses work in the digital world we live in. They have mobile apps, or at least mobile-friendly web pages. Up-to-date pricing and stock availability. Reliable delivery and returns policies. They may even have reviews and loyalty programmes.
Unfortunately, I’m here to tell you this isn’t enough. These table stakes are enough to compete. To play the game. But if you want to win, especially in a region like MENA, where you have some of the most mobile-savvy shoppers anywhere in the world, the digital experience cannot simply be transactional. Businesses must think about how they build their brands online, and
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