DSF spells boom time for retailers

With discounts, sales and special promotions running throughout the city the shoppers make the most of the shopping opportunities during the DSF especially in the last week of the annual shopping extravaganza when they want to take maximum advantage of the offers before its close

The combined 11th and 12th edition of DSF was no different from its predecessors which meant that business as predicted was good during this period. In fact, owing to the longer duration of the festival the sales recorded and revenues generated broke previous records and retailers indeed have a festive time. While the shoppers made the most of the discounts and offers the retailers had their cash registers ringing constantly signaling a healthy business.

Deepak Srivastava, Concept Head and General Manager of Emax indicated that the sales at their store were very positive during the DSF and they exceeded the targets set for the period. The store was looking forward to this year's festival; and in no way was it a disappointment in terms of customer response and sales which turned out to be exceedingly good.

He pointed out, "The event of the launch of Big box combined with the DSF has boded well for our sales. There can be no apple to apple comparison for Emax, since we are in the second year of operation and have just launched the Big box. However when we compare the sales of outlets which have been existing for more than a year there has been a 40 percent increase in sale during DSF as compared to normal months; The reasons for this is DSF, combined with the special promotions for Emax big launch, which had an impact on all our outlets.

"Usually the shopping festival has high sales throughout since it is tourist driven; but only due to the month beginning coinciding with the end of DSF this year, we expect resident consumers open their purse strings now. This will definitely result in a spike during the remaining days of DSF."

Clive Freeman, General Manager of The Baby Shop seconded this opinion and agreed that the DSF was a very good time of year for business. He said, "The DSF had a very good impact especially during the Eid and winter break. But I do feel that the ideal time for the DSF would be in the month of January as during the Eid and Christmas we generally have a good footfall and the sales are also normally good. After these events if DSF is conducted then with all the shops on SALE we would be able to generate more sales and footfall would also increase during this slow month."

Splash, one of the leading fashion apparel and accessory store in the UAE and around the Gulf region also had a very successful DSF. The various outlets throughout the emirate offered heavy discounts and excellent promotions for the buyers which resulted in an increased footfall. There was a marked increase in sales in Dubai with knock-on effects in the GCC market. While loyal customers enjoyed shopping at the stores, the management also saw new faces every day resulting in more exposure for the chain and of course, better business. The offers are open for the remaining days of DSF until February 2, 2007.

Dubai's plush shopping malls who participated in the DSF with gusto and contributed in a major way in making it a grand celebration too recorded footfalls like never before. The visitor turnout to the shopping malls reached new heights during the holidays when Dubai experienced an influx of visitors from abroad. The trend carried on in the month of January as entertainment shows and shopping with rewards continued to attract visitors in large numbers.

Al Ghurair City, one of the popular malls in town had a double celebration this DSF as it celebrated its 25th anniversary. The DSF benefits for mall visitors doubled and they enjoyed a rewarding shopping experience with the mall's 'Up for Grabs' special promotion. The shoppers have the chance to win 2 BMW 7 series cars and 150,000 dirhams worth of Scratch-and-Win prizes. A pleasant surprise awaited DSF shoppers at the mall on January 25 with a free gold coin bearing the Al Ghurair City 25 Years insignia.

Mukta Sabharwal, Events and PR Coordinator, Al Ghurair City said, "This has been a fantastic DSF for Al Ghurair City. Sales grew by 25 per cent compared to same period in the first month of DSF 2005, spurred by our prize-packed promotion and great deals from most of the more than 200 leading local and international brands at Al Ghurair City. We are confident that sales will rise further in the remaining days of DSF."

She added, "Al Ghurair City expects DSF 2006-07 to exceed all expectations, considering the fact that not only is it bigger and better than the previous years but also because it is on for a record 45 days. This DSF calendar went right through a festive and holiday season encompassing different cultures that has helped tremendously increase sales all round. Against this backdrop, we are expecting DSF 2006-07 to be a resounding success overall, and for Al Ghurair City in particular".

The combined edition of DSF 2006-2007 began on December 20, 2006 and concludes on February 2, 2007. This last week of DSF offers family fun, entertainment, shopping and winning frenzy to all visitors.