Omnichannel in the GCC: When presence doesn’t equal connection
Omnichannel strategies are now standard across the GCC, yet many brands still struggle to create meaningful connections between channels. As retail media, social platforms, AI, and digital ecosystems expand, fragmentation is becoming more visible. This article explores why omnichannel presence does not automatically create coherence, and why cultural intelligence is essential for brands seeking relevance, consistency, and competitive advantage across the GCC and wider MENA region.