In this episode of Commerce Talks with Alexander Graf, I sit down with Hani Saif, the CIO of EXtra, the leading electronics retailer in Saudi Arabia. We delve into the fascinating journey of EXtra, from its inception in 2003 to becoming a retail powerhouse. Hani shares insights on how EXtra successfully navigated the competitive landscape, avoiding price wars by strengthening ties with suppliers and focusing on strategic growth. We explore the evolution of Saudi consumer behavior, driven by increased mobility and digital adoption, and how EXtra has adapted to these changes. Tune in to discover the secrets behind EXtra's impressive growth and market dominance in the Kingdom.