The retail sector in the Middle East and North Africa (MENA) is experiencing explosive growth. The region’s e-commerce market is set to reach nearly $50 billion by 2028, with mobile commerce in the UAE and Saudi Arabia expected to quadruple. As Black Friday and the year-end festivities approach, global brands are eager to tap into this expanding market.
Extending Promotional Periods for Maximum Impact
Retailers in MENA are extending their promotional periods to capture attention during Black Friday and year-end sales. Retail search interest has seen a year-on-year increase of 20% for Black Friday alone. Shopping app downloads also surge about a month before Black Friday, especially in the UAE and Saudi Arabia, as consumers begin preparing for significant purchases.
Leveraging AI-Powered App Campaigns
To reach new users and engage existing ones, AI-powered app campaigns can be an invaluable tool. These campaigns automatically create ads using your existing assets (copy, images, videos) and promote them across Google Search, YouTube, and Discover. For users who have already downloaded your app, you can enhance their experience through Web to App Connect, which uses deep links to direct users from web ads to specific pages within your app.
Optimizing the User Experience
Driving conversions is just as crucial. Ensure your app offers user-friendly navigation, personalized recommendations, and robust search support to make the shopping experience seamless and enjoyable for customers.
The Growing Importance of End-of-Year Shopping
The year-end shopping season is becoming a major retail moment in MENA. In 2023, retail search interest during the last week of December in the UAE, Saudi Arabia, and Egypt surpassed October’s search volume, highlighting the growing demand for gifts and discounts.
The UAE leads in gift-related search interest, with 19% year-on-year growth. In Saudi Arabia, there is a marked increase in clearance sale ads, contributing to an extended sales period. In Egypt and Saudi Arabia, retail search interest for discounts rose by 15% and 20% respectively.
Top Tips for Marketers
- Identify Key Opportunities: Use tools like Google Trends to find relevant shopping moments and tailor your strategy accordingly.
- Offer Value Beyond Discounts: Build trust with your audience by emphasizing convenience and highlighting features like free shipping and easy returns.
- Stand Out in a Crowded Market: Feature promotions prominently on your website and create engaging content like shopping guides or how-to videos to inspire your audience.
With the right approach, brands can capitalize on the region’s retail growth and turn the festive season into a significant business opportunity.
