The African retail sector is a diverse and rapidly evolving industry, characterised by a mix of traditional markets, informal traders, and modern retail formats. As urbanisation and digital connectivity continue to shape consumer requirements, retailers need a PR and communications partner with a deep understanding of the industry and in-depth experience in successfully amplifying brand awareness in markets across the continent. APO Group’s integrated approach combines traditional PR, digital marketing, and social media to create cohesive campaigns that maximise impact and connect with consumers in meaningful ways.