DSF Office announces registration for retail outlets during DSF 2008

The initiative is one among the measures aimed at enhancing shopping opportunities for DSF visitors and alternatively creating a competitive retail atmosphere during the month-long festival. Registration will commence on December 24, 2007 and end on January 31, 2008.

To simplify procedures for participants, registration and other formalities can now be completed at the DSF registration desk located at the ground floor of the Department of Economic Department. Registration will be done between 4 and 8pm from Sunday to Thursday and between 10am and 2pm on Saturdays.

This year, retailers can participate in three categories - DSF Sales, DSF Discounts, and DSF Offers, apart from the DSF Raffles segment that is open to outlets owned by a DSF key or support sponsor. To participate in DSF Sales, retailers will have to fill a letter of undertaking declaring that all merchandise in the store will be marked down by at least 25 per cent from prices prevailing before DSF 2008.

During the festival between January 24 and February 24, visitors will have access to leading international brands and the opportunity to experience shopping at its best, and retailers will be provided a platform to exhibit goods at prices tailored for all segments of shoppers.

Suhaila Gobash, DSF Sponsorship Manager said, "Retail outlets are an integral part of making shopping a memorable experience in Dubai during DSF, and as representatives of the private sector, they highlight the close cooperation between government and private entities in making every festival edition a grand success."

"A large number of retailers are expected to participate in the coming DSF edition due to the massive successes enjoyed by retailers in previous editions. Last year, over 3000 retailers took part in DSF, and this number is set to increase in view of the focus on shopping for DSF 2008," she added.

The DSF Discounts category offers greater flexibility for participants where retail outlets are required to give a discount on a minimum 20% of the merchandise. Retailers can determine the percent of reduction and the DSF Office will provide a limited number of discount tags free of charge along with POS material. In the case of a Part Sale, at least 50% of the outlet's merchandise should be on promotion.

In the DSF Offers category, retailers can create different offers like 'Best Buys', 'Buy One Get One Free', 'Added Value' etc. The offers must be genuine and impart tangible benefits to consumers. Key Sponsors and Patrons are entitled to unlimited offers and participating retail outlets are entitled to a maximum of four free offers free of cost. Any festival offer over the stipulated four will carry a fee of AED 250 per additional festival offer. Retailers can also offer free gifts to shoppers for every purchase of a certain amount or for purchasing any brand or item within the store.

During DSF 2008 (Jan 24 - Feb 24), non-participating retail outlets will not get permission from the Department of Economic Development to conduct any promotion or sale and all participating retail outlets will have to honour their offers throughout DSF 2008.