ENOC retail sales soar at DSF 2008

The company underscored its increasing diversification during the month-long event, seeing more than a 47% increase in non-fuel retail sales compared to DSF 2007.

Through the participation of its 80 ENOC/EPPCO service stations in Dubai, the group continued to play a significant role in the internationally-celebrated event. A range of special promotions, including raffle opportunities in its highly-popular phone pack offer, played a large part in ENOC's increased retail sales this year.

"We attribute much of our success in DSF 2008 to our key partners, whose generosity and spirit truly helped to provide extra value for our customers," said Saeed Abdullah Khoory, ENOC Group Chief Executive. "Joyalukkas Jewellery is an industry leader and a new major partner this year. All of our other phone pack partners -- Annex, Burger King, Dreamdays and Al Jaber Optical -- have the reputation of providing quality goods and services, and ENOC is proud to be associated with them. Equally important are our C-Store suppliers who provided a wide range of products and special offers for our customers."

He added, "I would also like to thank our internal DSF Team who worked tirelessly to improve and build upon the promotions from last year, and provided training and motivation for over 2,000 service station employees."

The most significant profit driver this year, Khoory said, was the ENOC/EPPCO DSF phone pack. Each pack contained an Dhs40 Etisalat phone card plus two Nissan Raffle Tickets and two Turn Wishes Into Prizes tickets. Retailing at Dhs50, these phone packs also included discount vouchers and special offers from Joyalukkas Jewellery, Annex, Burger King, Dreamdays and Al Jaber Optical. Over the course of a month, more than 400,000 phone packs were sold.

Remarkably, over 90% of the Nissan daily raffle winners this year got their tickets from ENOC and EPPCO. The same percentage held true for the Lexus Mega draw which saw 34 winners bag two Lexus cars plus 100,000 in various currencies each.

"This year, we were able to come up with promotions to really improve the non-fuel side of our business," said Khalid Hadi, ENOC Group Brand and Marketing Manager. "The key to our success was that our promotions added real value for our customers, resulting in them coming back to our stores for more. Also, several recent openings of bigger ENOC sites and a wider product range increased customer point access."

Having supported the festival since its inception 13 years ago, ENOC has been playing a crucial role in the leading shopping festival, which draws an estimated 4 million visitors from overseas and has firmly placed Dubai on the world shopping map.