Retail gold sales during DSF to cross AED 800 million by 15% says DGJG

'Sales have exceeded our expectations this DSF. Considering a year on year growth of 70% reported by 350 participating member outlets, we expect to cross our initial projected target of AED 800 million sales by an additional 15% by the end of the shopping festival. Customers are clearly motivated by our DSF offers giving them a chance to win 1 kilo gold daily and also the stock of new designs in stores, 'said Tawhid Abdullah, Managing Director, Dubai Gold & Jewellery Group.

During the 13 day DSF in 2005 which coincided with Christmas, Eid and New Year, turnover from participating jewellery outlets stood at AED 279 million. Comparatively, during the first 13 days of the current DSF, the total turnover was AED 440 million.

Commenting on the increase in sales, Dilip Popley of Popley Jewellers, said, 'The ongoing DSF promotions have helped increase retail sales and shoppers are making a beeline to buy jewellery. This is the first time we have taken part in DSF and all our outlets are doing extremely good business, we have customers who purchase up to AED 500 worth of jewellery on different days to increase their chances of winning. Tourists are making use of this opportunity to get the best deals in latest designs of gold and diamond jewellery; they also purchase the special DSF pendant as a souvenir to carry home.'

So far DGJG has given away15 kg gold in daily raffle draws and another 30 kg will be distributed in due course.

According to retailers, customers are also making use of the unique opportunity initiated by DGJG to directly rate retail service. Every raffle coupon comes with a detachable Golden Smiley which the customer can present to the retailer if he is happy with the service. Retailers who win the maximum number of coupons will win a Customer Choice Award in various categories.

'The customer service rating programme is a great motivational tool for all retailers. It is an opportunity to win industry recognition and to know how customers perceive our services. Their feedback helps us to further improve our services,' said Deepak H Suru, Himat Jewellers.

The gold jewellery outlets participating in DSF carry a Golden Smiley with the message, 'Vote for your Jeweller'.