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Ramadan promotions bring bargains to Dubai shoppers |
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08.25.2009 |
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Dubai: In keeping with the spirit of Ramadan, the retail scene in Dubai has recently undergone a transformation. Most malls, hypermarkets and grocery stores in the UAE have extended store open hours to 1.00am, and retailers have launched various promotions to drive sales during the holiest period on the Islamic calendar. For the civic-minded, certain charity initiatives feature during the month-long religious observance.
The Dubai Shopping Festival Office, an agency of the Dubai Department of Economic Development, has launched the "Ramadan in Dubai" advertising campaign to highlight the various shopping promotions of retailers. Danglers and posters bearing the greeting "Ramadan Kareem" embellish many stores.
"As we are all aware, Ramadan is an important season during which all retailers organise innovative promotions to attract shoppers. 'Ramadan in Dubai' is designed to complement the efforts of the retail sector in Dubai during the month," says Laila Suhail, chief executive officer of DSF office.
Since Ramadan is coinciding with the back-to-school season, UAE retailers are doubly optimistic about their business in the next few weeks. Hypermarkets, in particular, expect a fast turnover of goods beginning this week until the Eid holidays.
Some retailers and food manufacturers said Ramadan spending represents 12 per cent to 20 per cent of their annual sales. Leading the sales are foodstuffs, as well as garments, and household and gift items.
Sevil Ermin, UAE managing director at The Nielsen Company, said that historically, certain food categories post sales increases during Ramadan: powdered beverages, concentrated juices, water, water cups, long-life milk, laban, yoghurt and ghee.
"These categories are being consumed more during the Ramadan period. Sales of powdered beverages almost double during Ramadan and concentrated juices sell almost three times more than the usual. Water category, overall, shows a small increase. When it comes to water cups, the increase is more significant, or almost around 20 to 30 per cent. Long-life milk and yoghurt sales, on the average, grow around 20 to 30 per cent during Ramadan," Ermin explained.
Ashraf Ali, executive director of LuLu Hypermarkets Group, said Ramadan is a peak shopping season because it's not only the time when Muslims enjoy iftar and family gatherings, it's coinciding with the back-to-school season as well.
"It's also the time when residents or expats are returning from their annual vacation. All of these reasons bring us more shoppers at our hypermarkets. So we expect this year's Ramadan sales to be robust. Every year, we always record good sales during Ramadan. About 15 per cent of our year's sales happen around this time," Ali adds.
LuLu Hypermarkets has created a special Ramadan kit of 20 products, with a retail value of Dh180 or 15 per cent cheaper than the normal price. The pack includes the daily essentials like rice, sugar, tea, milk powder and oil, among others.
At the stores run by Al Maya Group, specially packed Ramadan staples like the fibre-rich dates, nuts and dried fruits, among others, are on offer.
"About 12 to 15 per cent of our annual sales come during the month of Ramadan. Leading our sales are vegetables and foodstuffs, sweets, dates, juices. During this period, sales of household items and garments also increase," notes Kamal Vachani, director of Al Maya Group Food manufacturers also benefit significantly from Ramadan spending. Ahmad Zahran, director of sales and marketing at Al Islami Foods, said 20 per cent of their annual sales are made during Ramadan. The manufacturer's bestsellers during the period are whole chicken and chicken parts.
According to Emma Farrell, marketing manager for Oasis Centre, the new store hours also help retailers boost their sales during the fasting month.
"Traditionally, during Ramadan, people tend to venture into shopping malls later in the day and prefer to stay out later into the evening.
"By keeping Oasis Centre open until midnight (1.00am for food outlets), we ensure people have time to do their shopping and dining comfortably. This in turn ensures retailers can increase their sales with longer operating times," Farrell said.
As part of the Ramadan promotion, shoppers who spend Dh200 at any store in Oasis Centre stand the chance to win a kilo of gold coins each for ten days. The mall is also collaborating with the Red Crescent Society to help raise funds for disaster zones, children and the poor.
"Various fund-raising activities will be set up around the mall and visitors can choose which cause to donate to," he said.
"Mall visitors can help feed the hungry through the Zakat Al Fitr campaign, or clothe the orphans through the Kiswat Al Eid campaign. They can also contribute towards the Rebuilding Palestine and Iraq [campaign]."
The fund-raising activity will be conducted through charity scratch cards, which can be collected free of cost at the mall," Farrell added.
Also during the month, Dunkin' Donuts has pledged to donate to charity a portion of its donut sales. For each gift box of a dozen donuts or a family pack sold, a certain percentage will go to charity.
"Dunkin' Donuts is a part of the fabric of the community in the UAE and we want to maintain our commitment to the thoughtful work of this agency," said David Rodgers, general manager of Dunkin' Donuts.
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Source:www.zawya.com |
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