Xcite by Alghanim Electronics is the largest multi-brand electronics retailer in Kuwait, carrying more than 300 global brands. It is part of Alghanim Industries, one of the largest privately-owned companies in the Gulf region.

As digital became a bigger share of the business, Xcite set out to accelerate online revenue, deepen customer engagement, and build a more personalized shopping experience. But with thousands of products across dozens of categories, the app needed to do more than transact, it needed to help people discover.

This is where Storyly stepped in.

Mission: Make Thousands of Products Easier to Discover‍

Xcite is an e-commerce platform with thousands of products across different categories. Showcasing that range in an app is a different problem from announcing an offer, and it was the one the team kept running into.

• Product discovery was hard to scale.
  With a catalogue that size, surfacing the right products in limited in-app space meant constant trade-offs.‍
• Communication felt promotional, not conversational.
  Existing formats announced offers; they didn't invite customers to interact with them.
• Content flexibility was limited.
  The team needed one format that could carry seasonal campaigns, product launches, educational content, and storytelling without a new build for each.

Before Storyly, the team relied mainly on push notifications, banners and other promotional placements. Those channels remain important, but Xcite also wanted a richer, more interactive experience to keep users in the app longer.

"Before Storyly, one of our main challenges was finding a more engaging way to communicate with app users and showcase our wide range of products and promotions. We needed a solution that could make product discovery easier, create a more engaging shopping journey, and allow customers to interact with content directly inside the app."
— Dalia Harkous, Senior Manager, E-commerce, Xcite

Solution: In-App Content That Bridges Marketing Communication and Shopping

Xcite integrated Storyly’s Story Bar and Video Feed widgets into its app as a native content layer, delivering dynamic content in a format customers already knew from their daily digital lives.

According to the team, this improved content visibility while creating a smoother path from discovery to purchase.

The main use cases:

• Key commercial campaigns and seasonal offers
• Product launches and category promotions
• Interactive product discovery through ratings and polls
• Engagement-led content with interactive Stories and videos
• User-generated content featuring product reviews and recommendations

Just as important as the format was the speed. Xcite's teams can create and publish content for different campaigns, categories, and customer segments without a development cycle with what the team describes as an easy, non-complicated setup.

"We were convinced by Storyly's ability to transform the app experience from a transactional platform into a more engaging and interactive destination, with easy and non-complicated setup. The key moment was realizing that Stories could help us bridge the gap between marketing communication and the shopping experience, by allowing customers to discover products and promotions naturally while browsing the app."
— Anas Nour, Assistant Manager, Performance & Growth, Xcite

Results: More Time in the App, More Interaction with Content

Since implementing Storyly, Xcite has seen consistent improvement in app engagement and content interaction, with Stories and video becoming a core part of the customer engagement strategy.

• ‍17.2% year-over-year uplift in average app user engagement duration, referring to the time users spend actively viewing and interacting with the app
• Stronger content consumption and product discovery inside the app
• Stories and video experiences now central to Xcite's 2026 app engagement targets

Between July 1 and August 18, 2026, the Xcite team observed that:

• 13% of total app traffic engaged with the Stories
•  49.5% of total app purchases came from customers who had interacted with the Stories

The more interesting result was behavioral. Customers responded to interactive and visual formats differently from how they respond to promotional ones, and that difference has changed what Xcite plans to make next.

"Customers are more willing to engage when content feels less like a traditional advertisement and more like a personalized shopping experience. This has encouraged us to explore more creative content formats, including UGC videos and richer storytelling experiences."
— Anas Nour, Assistant Manager, Performance & Growth, Xcite

Looking Ahead

Xcite is continuing to build the app into a destination where customers discover, engage, and shop through richer content experiences. Next on the roadmap:

• ‍Deeper personalization across customer journeys with Storyly‍
• More user-generated and video-led content as creative formats expand

By treating content as part of the shopping experience rather than a layer on top of it, Xcite has turned its app from a place customers buy from into a place they spend time in.