Discount Retail Consulting (DRC) feature, which appears as the 5th column in the Red Sea Economic Magazine (April 2026 edition). The column explores how the discounter Customer Value Proposition (CVP) is being redefined to capture market share within the unique competitive environment of the Middle East. The Evolution of CVP: From Low Price to Localized Value In the competitive Middle Eastern grocery landscape, the discounter CVP moves beyond simple price leadership to a mode