By: Andreas Hassellöf, CEO of Ombori

The retail market in the Middle East, particularly in the GCC, is growing rapidly, driven by a preference for digital-first shopping. The GCC e-commerce sector is projected to grow at a compound annual growth rate (CAGR) of 9.93% , reaching USD 46.88 billion by 2029. Countries like the UAE, Saudi Arabia, and Qatar are at the forefront of this shift. As digital engagement rises, omnichannel marketing has evolved into a cornerstone strategy for modern retailers.

For retailers in the Middle East, omnichannel marketing isn’t merely a trend, it is a necessity to build brand loyalty. Today’s consumers expect seamless experience across every brand interaction, whether they are shopping in-store, browsing online, or engaging with customer support via social media. The consistency across these touchpoints not only builds customer satisfaction but also enhances brand trust and loyalty. 

Moreover, the cultural importance of family and social networks in the Middle East means that a positive brand experience often extends beyond the individual, influencing family and community recommendations. As brands establish reliability and seamless service, they not only gain loyal customers but also earn word-of-mouth advocacy.

What are the Cool Brands Doing?

Leading brands in the Middle East have already begun to implement robust strategies that include data-driven personalization, social media integration and unified shopping experiences across digital and physical locations. Here is how some key players are succeeding:

  • Data-Driven Personalization: Brands like Sephora have invested in customer relationship management (CRM) systems and data analytics to gain insights into individual consumer preferences. One of Sephora’s primary goals is to deliver high-quality experience for every shopper, whether online, on mobile, or in-store.  To achieve this, Sephora leverages data from customers’ shopping behaviors to tailor the content in their app to each individual’s unique preferences. By analyzing past purchases, browsing behavior and engagement patterns, brands can personalize offers and engagement strategies, creating a highly tailored shopping experience that resonates with consumers.
  • Social Media Integration: In the UAE, there are approximately 10.73 million social media users, which is about 97.31% of the total population. Social media serves as a powerful omnichannel tool for engaging consumers, particularly in the Middle East, where platforms like Instagram and TikTok are immensely popular. Brands leverage these channels for both organic content and targeted advertising, helping them reach consumers who spend a significant portion of their time online.

For example, Middle East fashion retailer Namshi leverages instagram for organic storytelling, influencer collaborations and interactive stories that seamlessly direct the customers to their shopping pages , improving convenience and increasing conversion rates.

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  • Unified Shopping Experience: To deliver a cohesive experience, brands like Chalhoub Group and Carrefour have invested in solutions that unify digital and in-store shopping. 

Challhoub Group’s MUSE loyalty program is accessible both in-store and online, allowing customers to earn and redeem points seamlessly across their brands. Meanwhile, Carrefour’s click-and-collect service allows customers to shop online and pick up their orders at their preferred store location. 

The Technology Behind Omnichannel Marketing 

Technology is the backbone of successful omnichannel marketing strategies, enabling brands to offer personalized, seamless customer journeys. Innovation in data analysis, artificial intelligence (AI), and tools like QR codes are helping brands deliver enhanced customer experiences. 

At H&M’s Times Square flagship, the AI-powered “Magic Mirror” boosts customer engagement by inviting shoppers to take selfies as H&M magazine covers, browse products, and sign up for newsletters. Developed with Ombori Phygrid, the mirror turns a simple in-store visit into an engaging, shareable experience.

Meanwhile, Spinneys has introduced QR codes on shopping carts, giving customers instant access to the latest product offers, promotions, and product details with a quick scan.

But Look Out For..

While omnichannel marketing offers significant advantages,challenges such as data regulations and high infrastructure costs remain in the Middle East.However, by partnering with regional tech providers and using scalable cloud-based solutions, brands can meet consumer expectations while adhering to local laws.

As Middle Eastern consumers become more digitally savvy, omnichannel marketing is essential for brand visibility, sales growth, and customer loyalty. Future trends point to increased social commerce, especially in the travel and tourism sector. With 64% of Generation Z using TikTok to plan their trips, omnichannel strategies will enable users to receive personalized recommendations, access travel deals, and complete bookings directly through social media platforms.

Retailers that embrace omnichannel strategies will not only meet current demands but also position themselves for long-term success in a market where personalised, seamless experiences are the future.