Retail Media in the GCC: How Brands Advertise on Retailer Apps and Websites
Short answer
Retail media is advertising sold by retailers and marketplaces on their own websites, apps and sometimes in-store screens. In the GCC, grocery, marketplace and delivery platforms offer sponsored product listings, banners and offsite campaigns using their shopper data. It works because it reaches people close to purchase and can be linked to sales. It is most useful once your product is listed and in stock, and works best alongside shelf, social and search activity.
Key takeaways
- ✓Retail media reaches shoppers near the moment of purchase.
- ✓It only works when you are listed and in stock.
- ✓Measurement can link ads to sales.
- ✓Use it to support launches and promotions.
Common retail media formats
| Format | What it does |
|---|---|
| Sponsored products | Your product appears higher in search results |
| Display banners | Brand visibility on retailer pages |
| Offsite ads | Retailer data used on other platforms |
| In-store screens | Digital screens inside stores |
| Coupons and offers | Digital promotions in retailer apps |
| Sampling | Products added to deliveries where offered |
How to start
- Make sure your product pages are complete and in stock.
- Start with sponsored products on relevant searches.
- Set a clear goal: launch, promotion or share.
- Agree reporting before you spend.
- Coordinate with in-store promotions.
- Review results weekly and adjust.
Want this applied to your brand?
We will find the psychology behind your lost sales and show you what to fix first.
Book a Growth AuditWhat affects results
- Product content quality and reviews.
- Price compared with competitors.
- Stock availability.
- Search terms and categories chosen.
- Promotion timing.
- Budget and competition.
A worked example
Imagine a pet food brand newly listed on a grocery app. It runs sponsored listings on searches for its category during a launch promotion, keeps product images and descriptions sharp, and checks weekly which searches lead to orders, shifting budget to the best performers.
How Husbar helps
Husbar plans retail media as part of your launch and promotion calendar, alongside in-store activity and social campaigns. Our retail marketing team can take this on end to end, or support your in-house team. book a free Growth Audit.
Questions to ask before you start
- Which platforms do our shoppers use?
- Are product pages complete?
- What reporting is available?
- What is our launch goal?
- How does this fit with in-store activity?
Key terms
- Retail media network: a retailer advertising business.
- Sponsored listing: paid placement in search results.
- ROAS: revenue divided by ad spend.
- Closed-loop measurement: linking ads to actual purchases.
Mistakes to avoid
- Advertising products that are out of stock.
- Weak product pages.
- No link to promotions.
- Judging only on clicks.
Why retail is a relay race, not a sales meeting
A product only sells in store when every hand-off works: the price leaves room for each partner, the distributor can deliver, the buyer says yes, the shelf is set correctly and shoppers already know the brand. One weak link, such as an empty shelf or a price that is too high after margins, undoes the rest. That is why we plan the whole route at once, with shopper psychology built into each step.
Read how to sell on noon, selling Amazon and noon products from China, programmatic advertising in the UAE and our retail marketing service.
What is retail media?+
Advertising sold by retailers on their own channels using shopper data.
Is retail media available in the UAE?+
Yes, several retailers, marketplaces and delivery apps offer advertising.
Does retail media replace social ads?+
No, it complements them by catching shoppers closer to purchase.
Do I need to be listed?+
Usually yes, retail media promotes products sold on that platform.
How do I measure results?+
Use the platform reports on sales and compare with promotion periods.
Can Husbar get my product into supermarkets?+
We prepare your product, find distribution partners, pitch retail buyers and support the launch in store. Retailers make the final listing decision, so we never promise a listing.
Does Husbar work with brands that only sell online?+
Yes. Taking online-only brands into physical retail is a core part of our retail marketing service.
Sources
- [Communicate: retail media in the GCC](https://communicateonline.me/insights/retail-media-in-the-gcc-from-digital-shelf-space-to-a-new-growth-engine/)
- [GCC Business News: Majid Al Futtaim Precision Media](https://www.gccbusinessnews.com/?p=121006)
- [noon advertising](https://advertising.noon.com)
Team Husbar
Husbar Editorial
Team Husbar is the strategy, psychology and research team at Husbar, a psychology-led growth agency headquartered in Dubai. Together we have worked with 100+ brands over 10+ years.
Want this applied to your brand?
We will find the psychology behind your lost sales and show you what to fix first.
Book a Growth Audit
