Elevating Brand Experiences Through Digital Touchpoints in the GCC

"Technological enhancements are showing up more regularly - and often inconspicuously - in the consumer experience today. Opportunities here include wearable tech, like smart watches, in-app or in-store gamification, and augmented reality (AR). But it also means showing up in digital communities, engaging with consumers through comments online and chat functionalities - to sustain touchpoints both online and offline. These kinds of interactions offer a means of elevating brand touchpoints and enhancing customer engagement to distinguish brand offerings amid an abundance of choice for consumers."

"And with 70 percent of retail sales now digitally influenced, according to The Business of Fashion and McKinsey & Co.'s The State of Fashion 2025 report, the opportunity to influence sales through digital touchpoints is clear. Within the GCC, Snapchat remains a critical platform for digital engagement, with a sophisticated range of tools across chat, lenses, geolocation features and sponsored advertising placements."

"BoF's latest knowledge report, Building Brand Resonance With Gulf Consumers, in partnership with Snap Inc. in MENA, unpacks new digital touchpoints brands and retailers are exploring - and how Snapchat's product suite unlocks consumer-first opportunities that resonate in the region. Encouraging Brand Discovery Through Play Of Snapchat's 450 million global daily active users, 70 percent engage with AR programmes on the platform. With more than 12 million lenses (like a virtual sneaker try-on or branded makeup look) shared by Snapchatters, users have amassed 200 million uses of luxury lenses."

Technological enhancements are appearing regularly and often inconspicuously in the consumer experience, including wearable tech, in-app or in-store gamification, and augmented reality. Brands are engaging consumers in digital communities through comments and chat functionalities to sustain online and offline touchpoints. These interactions elevate brand touchpoints and enhance customer engagement to distinguish offerings amid abundant consumer choice. Seventy percent of retail sales are now digitally influenced, creating clear opportunities to influence sales via digital touchpoints. Within the GCC, Snapchat provides chat, lenses, geolocation features and sponsored advertising that drive digital engagement and partner with regional luxury and beauty brands.

Read at The Business of Fashion