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posted on Aug. 19, 2025 at 10:30 amAug 19, 2025

Stores, screens and more: Reinventing retail loyalty in the UAE’s phygital era

posted on Aug. 19, 2025 at 10:30 amAug 19, 2025

AppsFlyer's Sue Azari dissects loyalty fatigue and explains a key component that delivers cohesive loyalty experiences as retailers build phygital environments that connect offline and online touchpoints.

Sue Azari, Industry Lead - eCommerce, AppsFlyer on marketing during Ramadan, loyalty programmes,

Sue Azari, Industry Lead - eCommerce, AppsFlyer

The United Arab Emirates’ retail market is set to hit $139bn by 2028 with e-commerce sales reaching $17bn by 2027. Driven by the deep pockets of resident consumers, and enhanced by a lively tourism sector, the UAE’s shopping-hub credentials are long-established. But a new chapter in the tale is being written by digital shoppers who crave a personalised experience and gravitate towards loyalty schemes. Reports show that the country’s loyalty market is going to be worth $490.8m in 2025, and grow at a compound annual growth rate (CAGR) of 13.6 per cent to reach $817.6m by 2029.

Leading retailers have recognised that such programmes are growing in popularity. Many retail conglomerates, includ

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Tags:Al Tayer Alshaya Amber AppsFlyer consumer engagement Digital Transformation E-commerce gamification in game advertising Landmark Group Loyalty loyalty fatigue loyalty programmes Metaverse Privileges Club retail Skukran Sue Azari UGC user generated content Virtual experiences

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.