Dubai's shopping malls ready to welcome visitors for DSF 2008

In anticipation of millions of visitors, Dubai's glitzy shopping centres have decided to increase their promotion budgets in a way befitting the big annual celebration which has become a sought-after attraction globally due to its innovative events and organizational expertise.

Going by past experience, mall officials have underscored the paramount importance of the region's biggest shopping celebration, which, they said, included the introduction of enticing prizes and raffles, large-scale promotion campaigns and enthralling entertainment events for a wide range of DSF audience.

BurJuman and Reef Mall

Eisa Adam, BurJuman & Reef Mall General Manager, said the mall administrations had earmarked a considerable budget for DSF 2008, taking into account the remarkable growth of DSF and its ability to consistently boost retail sales all across Dubai.

"There is a 50% increase in BurJuman's budget over the past edition of DSF. We are now giving the finishing touches to the promotion campaign that will add more glamour to the mall," said Adam, highlighting the various fun events that will cater to all visitor segments during the month-long bonanza.

"The mall administration is coordinating with all its stores, totalling 315, to offer distinctive promotion campaigns," he said, noting that up to 80% of the Centre's stores will participate in the global event and offer reductions to the tune of 80% on selected products."

Reef Mall's budget has also got augmented, with the promotion campaign to be announced soon, he added.

"Reef Mall's stores will participate and offer discounts up to 80% besides organising entertainment activities that truly reflect the stature of the big event.

Mall of the Emirates

"Mall of the Emirates has lined up exciting promotions and unique entertainment programmes that cater to all family members during the DSF," said Fouad Sharaf, Vice President of the Mall of the Emirates.

"The Mall will host international troupes from different parts of the world, including Africa, the Americas, Europe and Asia, on a daily basis at the Galleria throughout the whole event."

The Mall received up to 3.3 million visitors during DSF 2007, achieving a 40% sales increase, he remarked, expecting this year's edition to exceed all expectations.

Most of the Mall's 466 stores are offering big discounts of around 60 per cent plus the promotions devised by each store, with the Mall of the Emirates itself offering incredible prizes and raffles worth above 2 million, he explained.

Deira City Centre

"Deira City Centre is organising entertainment events that cater to different ages and tastes," said Fouad Al Naggar, the Vice President of Deira City Centre, a MAF member and a key DSF sponsor.

Visitors and shoppers are the big gainers from the massive promotion campaigns offered by the 370 retail stores located at Deira City Centre, he said, expecting a 10% sales increase over the same period last year.

"For each AED 300 spent, the shopper gets the chance of entering the weekly raffles and winning car driving lessons offered by Dubai Autodrome. The biggest prize is an elegant sports car," he added.

Al Ghurair City

Salim Al Ghurair, CEO of Al Ghurair City, said the mall always looks at its best during DSF, offering an array of activities and chances of winning for the whole family through the alluring discounts introduced by the mall's stores throughout the whole event.