From Product to Emotion.
Some cities in the Middle East have nearly 80 percent of the global brands present, ranking higher than many European capitals. With state-of-the-art infrastructure and a constantly developing retail scene, a situation of over abundance has emerged. With the market shifting from an emerging one to a more mature market with slower growth, have brands commoditized products to the point that they have.
Integrating the digital experience and data mining into the physical sale has always been the ultimate goal. From apps to retail shopping experiences, the region is aiming to stay at the forefront. What are the limitations of this approach? Can it sustain itself in an environment where e-commerce is gaining ground?