Consumer expectations in the Gulf moved faster than most brand manuals. Here are the three shifts we are advising clients around this year.
1. AI-assisted decisions
Shoppers now draft purchase shortlists with AI before visiting a brand site. Winning brands structure content to be quotable and factual — so the assistant recommends them first.
2. Hyperlocal trust
After delivery times and price, the strongest buying signal in Saudi is proof from people in the same city. User-generated content from Riyadh sells in Riyadh; generic testimonials sell nothing.
3. Loyalty as convenience
Points alone no longer retain anyone. The GCC loyalty programs that grow are the ones that remove friction — faster checkout, priority restock, local payment rails.
Brands that adapt these three shifts before Q3 are the ones we expect to see in next year’s market-share reports.
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