Swedish visitors to Lebanon are few and far between. So Karl Lillrud’s presentation during the LFA’s annual event, BIFEX 2018, in Beirut, brought much-appreciated Scandinavian efficiency. Karl shared his expertise on the challenges facing modern retail, including those that e-commerce is posing. In front of a large audience of Lebanese and Arab retailers and business owners at BIFEX Karl emphasized the centrality of consumers and consumers’ expectations in the retail/e-commerce equation. Success, or failure, he believes, depends on your understanding of your customers, in what way you meet your potential customers and how you support visitors until they become paying customers.