Full-Funnel Retail Media Tactics to Accelerate MENA Shopper Conversion

Ritelo Team | March 20, 2025

Share via

Layla wasn’t looking for a specific brand when she opened her smartphone to browse for a new coffee machine on a leading UAE e-commerce platform. But as she scrolled, a sleek, eye-catching banner featuring a premium coffee maker grabbed her attention. A few taps later, she was deep into reviews, comparing features, and—before she even realized it—placing an order. Days later, a personalized email invited her to share her experience and join an exclusive coffee lovers’ community.

This seamless journey, from discovery to consideration, purchase, and even post-sale engagement, is the essence of retail media advertising in today’s digital world. Across the Middle East and North Africa (MENA), where e-commerce is experiencing explosive growth, mastering a full-funnel approach to retail media isn’t just an advantage, it’s a necessity. Brands that strategically engage shoppers at every stage of the buying journey are the ones turning casual browsers into loyal customers, driving higher conversions, and redefining digital commerce in MENA.

The Full Funnel Approach: Overview

Retail media allows brands to influence consumers at each critical decision point along the path to purchase. This comprehensive approach creates multiple touchpoints with increasingly qualified audiences, driving both awareness and conversions.

Stage 1: Awareness & Discovery (Top of Funnel)

At this initial stage, shoppers are beginning their journey with general needs but haven’t narrowed down specific products. The goal is to capture attention and introduce your brand.

Key Tactics:

Homepage Takeovers & Premium Placements: Generate higher visibility than standard display ads using culturally relevant visuals and regional language options. In MENA markets, localization is crucial—brands should incorporate regional aesthetics, colors, and imagery that resonate with local consumers. Studies show that localized banner ads in MENA achieve 27% higher click-through rates than generic global creative.

Category Sponsorships: Secure premium positioning in high-traffic categories and time campaigns around regional shopping peaks (Ramadan, Eid, White Friday). During Ramadan, e-commerce traffic in MENA increases by up to 35%, making it essential to book premium placements early. Effective category sponsorships should include custom headers, featured product carousels, and thematic elements that align with cultural moments.

Video Content Integration: Create mobile-optimized short-form videos incorporating local cultural elements and subtitles for language preferences. With more than 70% of MENA consumers preferring to watch video content on mobile devices, brands should focus on vertical formats under 15 seconds. Videos featuring local influencers can drive 2-3x higher engagement rates compared to standard product videos.

Contextual Targeting: Leverage first-party retailer data to place ads where consumers are most likely to be receptive. This includes targeting by browsing behavior, search history, and previous category engagement. For MENA markets, consider time-of-day targeting that aligns with regional browsing patterns—peak shopping hours typically occur between 8 PM and midnight.

Stage 2: Consideration & Evaluation (Middle of Funnel)

Shoppers are now comparing options and evaluating features. Retail media strategies should focus on differentiation and building preference.

Key Tactics:

Sponsored Product Listings: Bid on category-specific keywords with high purchase intent and include localized social proof elements. In MENA, product listings with visible ratings achieve 18% higher click-through rates. Consider bidding on both Arabic and English search terms, as many MENA consumers search in multiple languages. Implement dayparting strategies to increase bids during peak conversion hours.

Enhanced Product Content: Implement 360-degree viewing, comparison charts, and demonstration videos with FAQ sections addressing common regional concerns. For MENA markets, include specific information about warranty validity, service centers, and authenticity guarantees, as these are significant purchase considerations for regional consumers. Product pages with enhanced content experience 23% higher conversion rates and 17% lower return rates.

Remarketing Display Units: Target cart abandonment with sequential messaging addressing specific purchase barriers and regional payment preferences. In MENA, payment security concerns account for 32% of cart abandonment—address this directly in remarketing creatives. Create a message sequence that escalates from gentle reminders to limited-time incentives, with Arabic and English versions for different audience segments.

Comparison Tools & Buying Guides: Develop interactive comparison tools that allow shoppers to evaluate products side-by-side based on features most important to regional consumers. Create buying guides that address specific regional needs, such as voltage compatibility, international warranty support, and local service availability. These tools can increase time-on-site by up to 40% and conversion rates by 15%.

Stage 3: Conversion & Purchase (Bottom of Funnel)

At this critical stage, the shopper is ready to make a purchase decision. The focus shifts to removing final barriers and creating urgency.

Key Tactics:

Layla wasn’t looking for a specific brand when she opened her smartphone to browse for a new coffee machine on a leading UAE e-commerce platform. But as she scrolled, a sleek, eye-catching banner featuring a premium coffee maker grabbed her attention. A few taps later, she was deep into reviews, comparing features, and—before she even realized it—placing an order. Days later, a personalized email invited her to share her experience and join an exclusive coffee lovers’ community.

This seamless journey, from discovery to consideration, purchase, and even post-sale engagement, is the essence of retail media advertising in today’s digital world. Across the Middle East and North Africa (MENA), where e-commerce is experiencing explosive growth, mastering a full-funnel approach to retail media isn’t just an advantage, it’s a necessity. Brands that strategically engage shoppers at every stage of the buying journey are the ones turning casual browsers into loyal customers, driving higher conversions, and redefining digital commerce in MENA.

The Full Funnel Approach: Overview

Retail media allows brands to influence consumers at each critical decision point along the path to purchase. This comprehensive approach creates multiple touchpoints with increasingly qualified audiences, driving both awareness and conversions.

Stage 1: Awareness & Discovery (Top of Funnel)

At this initial stage, shoppers are beginning their journey with general needs but haven’t narrowed down specific products. The goal is to capture attention and introduce your brand.

Key Tactics:

Homepage Takeovers & Premium Placements: Generate higher visibility than standard display ads using culturally relevant visuals and regional language options. In MENA markets, localization is crucial—brands should incorporate regional aesthetics, colors, and imagery that resonate with local consumers. Studies show that localized banner ads in MENA achieve 27% higher click-through rates than generic global creative.

Category Sponsorships: Secure premium positioning in high-traffic categories and time campaigns around regional shopping peaks (Ramadan, Eid, White Friday). During Ramadan, e-commerce traffic in MENA increases by up to 35%, making it essential to book premium placements early. Effective category sponsorships should include custom headers, featured product carousels, and thematic elements that align with cultural moments.

Video Content Integration: Create mobile-optimized short-form videos incorporating local cultural elements and subtitles for language preferences. With more than 70% of MENA consumers preferring to watch video content on mobile devices, brands should focus on vertical formats under 15 seconds. Videos featuring local influencers can drive 2-3x higher engagement rates compared to standard product videos.

Contextual Targeting: Leverage first-party retailer data to place ads where consumers are most likely to be receptive. This includes targeting by browsing behavior, search history, and previous category engagement. For MENA markets, consider time-of-day targeting that aligns with regional browsing patterns—peak shopping hours typically occur between 8 PM and midnight.

Stage 2: Consideration & Evaluation (Middle of Funnel)

Shoppers are now comparing options and evaluating features. Retail media strategies should focus on differentiation and building preference.

Key Tactics:

Sponsored Product Listings: Bid on category-specific keywords with high purchase intent and include localized social proof elements. In MENA, product listings with visible ratings achieve 18% higher click-through rates. Consider bidding on both Arabic and English search terms, as many MENA consumers search in multiple languages. Implement dayparting strategies to increase bids during peak conversion hours.

Enhanced Product Content: Implement 360-degree viewing, comparison charts, and demonstration videos with FAQ sections addressing common regional concerns. For MENA markets, include specific information about warranty validity, service centers, and authenticity guarantees, as these are significant purchase considerations for regional consumers. Product pages with enhanced content experience 23% higher conversion rates and 17% lower return rates.

Remarketing Display Units: Target cart abandonment with sequential messaging addressing specific purchase barriers and regional payment preferences. In MENA, payment security concerns account for 32% of cart abandonment—address this directly in remarketing creatives. Create a message sequence that escalates from gentle reminders to limited-time incentives, with Arabic and English versions for different audience segments.

Comparison Tools & Buying Guides: Develop interactive comparison tools that allow shoppers to evaluate products side-by-side based on features most important to regional consumers. Create buying guides that address specific regional needs, such as voltage compatibility, international warranty support, and local service availability. These tools can increase time-on-site by up to 40% and conversion rates by 15%.

Stage 3: Conversion & Purchase (Bottom of Funnel)

At this critical stage, the shopper is ready to make a purchase decision. The focus shifts to removing final barriers and creating urgency.

Key Tactics:

Promotional Banners & Badges: Drive higher conversion rates with time-limited offers, countdown timers, and authentic customer reviews. In MENA markets, prominently display payment security badges and authentic certification marks, as these increase conversion rates by up to 12%. Implement geo-targeted promotions that address specific regional audiences with relevant offers.

Add-to-Cart Incentives: Increase average order value with one-click add-on products, free gifts with purchase, and bundle discounts. For MENA shoppers, free shipping thresholds are particularly effective—75% of consumers will add more items to qualify for free delivery. Implement smart product bundling based on regional preferences and complementary item analysis.

Checkout Remarketing: Reduce abandonment with targeted interventions, clear delivery dates, and multiple payment methods (including cash on delivery, which is popular in the region). In MENA, nearly 60% of e-commerce transactions still use cash on delivery in some markets. Implement exit-intent pop-ups with targeted incentives and clear messaging about delivery timelines, which can recover up to 15% of abandoning shoppers.

Urgency Triggers: Create scarcity and urgency through inventory counters, limited-time offers, and reservation systems. For high-value items, implement “Reserve Now, Pay Later” options that appeal to MENA consumers who prefer to secure products before making final payment decisions. These urgency triggers can increase conversion rates by up to 20%.

Stage 4: Loyalty & Advocacy (Post-Purchase)

Effective retail media strategies continue engaging customers post-purchase to drive repeat business and create brand advocates.

Key Tactics:

Thank You Page & Order Confirmation Opportunities: Cross-sell related products with personalized recommendations and introduce loyalty programs with clear benefits. In MENA, loyalty programs that offer early access to sales and exclusive products drive higher engagement than points-based systems alone. Order confirmation pages achieve 70% higher engagement rates than standard marketing emails.

Ratings & Reviews Solicitation: Time review requests optimally and make the review process mobile-friendly and multilingual. For MENA markets, the ideal review request timing is 7-10 days after product delivery, with incentives for detailed feedback. Implement video review options, which are gaining popularity in the region and drive 3x higher engagement than text-only reviews.

Personalized Retention Campaigns: Create segmented campaigns based on purchase history with personalized product recommendations for past purchasers. Implement predictive replenishment reminders for consumable products and personalized content based on product usage patterns. In MENA, personalized retention campaigns achieve 34% higher engagement rates than generic marketing communications.

Community Building: Develop brand communities around shared interests and product categories. For MENA consumers, WhatsApp groups and private social media communities drive higher engagement than email newsletters. Create exclusive content, early access opportunities, and virtual events that bring customers together based on their interests and product usage.

Measurement Framework: Tracking Success Across the Funnel

An effective retail media strategy requires comprehensive measurement at each stage:

Awareness Metrics: Impression Share, Cost Per Thousand Impressions, Share of Voice, and New User Sessions

Consideration Metrics: Click-Through Rate, Cost Per Click, Detail Page Views, and Return Visit Rate

Conversion Metrics: Conversion Rate, Cost Per Acquisition, Return on Ad Spend, and Add-to-Cart Rate

Loyalty Metrics: Repeat Purchase Rate, Customer Lifetime Value, and Reviews Generated

Future Trends Shaping MENA Retail Media

Social Commerce Integration: Creating seamless shopping experiences across platforms

Augmented Reality Experiences: Implementing AR for higher engagement and interactive product visualization

Voice-Activated Shopping: Optimizing for discovery and purchase via voice interfaces

Advanced Personalization: Moving toward AI-driven approaches and individualized content adaptation

The Integrated Approach

For MENA retailers and brands, retail media represents an unprecedented opportunity to connect with consumers throughout their shopping journey. Success comes from viewing retail media not as isolated campaigns but as an integrated strategy that guides consumers from discovery to advocacy.

By implementing sophisticated strategies across each funnel stage—awareness, consideration, conversion, and loyalty, companies can maximize ROI while building lasting customer relationships. The unique targeting capabilities, premium placements, and precise measurement offered by retail media networks enable MENA marketers to achieve the perfect balance of brand building and performance marketing.

As e-commerce continues its explosive growth across the region, developing expertise in full-funnel retail media advertising isn’t just advantageous, it’s essential for sustainable success in the increasingly competitive digital marketplace.

: Drive higher conversion rates with time-limited offers, countdown timers, and authentic customer reviews. In MENA markets, prominently display payment security badges and authentic certification marks, as these increase conversion rates by up to 12%. Implement geo-targeted promotions that address specific regional audiences with relevant offers.