Key sponsors report brisk business

Dubai Summer Surprises (DSS), supported by nine key sponsors, reaches its last two days on an upbeat note. The sponsors reported increases in sales because of the offers on new products and services which helped boost stores footfall.

The nine sponsors of the event include Al Futtaim, Seven-up, Jumbo Electronics, Dubai Shopping Malls Group, Emirates Airline, Saif Al Ghurair Group, Deira City Centre, Emarat and Mastercard.

Vishesh L. Bhatia, chief operating officer, Jumbo Electronics, said: "Jumbo Electronics has been closely associated with various initiatives of the Dubai Government over the past several years. Primary among them is Dubai Shopping Festival. This year we have also supported DSS as a key sponsor.

"These events give us an ideal platform to communicate and relate with tourists and local consumers alike. In addition, we have also participated to promote Dubai as a year-round and world-class tourist destination," he added.

"DSS has been a marvellous experience, both in terms of learning as well as sales that we have been able to generate in this two and a half month period. New product launches and a series of promotional activities and events that tied in with the spirit of this summer activity has catapulted Jumbo to higher achievements and visibility.

"Offers on new products and a series of new services has helped boost store footfall. This has seen our turnover jump by over 20 per cent across categories, as compared to the corresponding period last year."

Sandy Mercer, Deira City Centre marketing manager, noted, "It is through our retailers that we gauge the feedback to any of our major participations. This year, too, many retailers have expressed positive results from our participation as a key sponsor to DSS.

"Average weekly traffic during DSS was 385,000, up approximately 15 to 20 per cent over regular retail periods. We are also very pleased with the average daily coupon redemption which has been 6,700. This means that approximately 12 per cent of our customers participate in the promotional contest," explained Mercer.

The Saif Al Ghurair Group strongly represented by its flagship brand, BurJuman Centre, has reported increased business benefits out of the summer participation.

Said Sabina Khandwani, head of research and marketing, BurJuman Centre: "The DSS was a huge success for BurJuman Centre, which registered excellent increases in sales and mall traffic. In fact, during the weekends, the number of visitors at BurJuman went up by 30 per cent and sales increased by 12 per cent compared to last year.

"The mall was teeming with families during each of the DSS surprises. One of the most successful of them was the Flower Surprises week, during which some 175,000 people visited the mall.

"As BurJuman has traditionally been a mall of the family, we felt comfortable in working with the different government departments because most of their activities were designed to entertain and reward families and children.

"Additionally, we ran our own Summer Fun for Everyone programme that included special offers from our retailers. Our own events complemented those organised by DSS and decorating the entire mall with thousands of sunflowers as a symbolic expression of summer fun, was pleasant for visitors."

For a first time sponsor, National Refreshments Company (NRC), bottlers of 7Up in the UAE, DSS has been a refreshing success.

Mohammed Wafeeq Bahlawan, NRC general manager of NRC, said: "Our participation as key sponsor lived up to the theme of DSS because of the surprises we offered.

"Imagine winning colour televisions and home theatre systems, or receiving free gifts, simply by drinking 7Up while on holiday in Dubai – it was as simple and wonderful as that," he explained.

According to Eisa Adam Ibrahim, Dubai Shopping Malls Group (DSMG) president, this summer concluded an exceptional period for Dubai's malls.

"As a founder key sponsor of the DSS, DSMG took its annual promotion during DSS to a higher level this year by offering a bigger than ever prize bonanza worth Dh1.8 million. The DSMG promotion became a big hit with DSS shoppers, contributing to a high increase in traffic and sales at the 18 participating member malls."

As a key sponsor and of DSS 2002, Al Futtaim Group staged a programme of highly successful retail promotions through its global brands including Toys "R" Us, IKEA, Toyota, Panasonic and Marks & Spencer.

"DSS gave us an additional opportunity to enhance customer relationships and loyalty. The result was increased store traffic and a significant growth in sales," said a spokesperson from Al Futtaim Group.

"Importantly, DSS devised activities attracted a large number of GCC and international visitors, thus creating the ideal environment for us to promote and showcase our products and services,"he added.

Ghaith Al Ghaith, Emirates commercial operations Director, said, "The value for money offers that we created for DSS have proved more popular than ever, and have helped to lift sales to record levels this year.

"Several passengers have taken advantage of these amazing offers. Kuwait is still the top-selling station, followed by Tehran, Doha and Jeddah. Passengers booking DSS packages online enjoyed a 10 per cent discount off the hotel accommodation," remarked Al Gaith.

Emarat hailed DSS as its most successful, reporting a further year on year increase in sales at its 32 service stations across the emirate.

Rashid Al Shamsi, general manager, Emarat, said, "We've been participating as a key sponsor in DSS since its inception, but this year has been particularly successful. the success of our Win What You Want promotion is reflected in the 13 per cent increase in sales we've experienced this year compared to DSS 2001."