Dubai Shopping Festival 2003 reaps an excellent harvest

Says Eisa Adam Ibrahim, President of the Dubai Shopping Malls Group and the General Manager of BurJuman centre, "Dubai Shopping Festival surpassed all forecasted projections for sales and visitor figures in a big way. Excellent timing, meticulous planning by all involved parties resulted in direct benefits to all the sectors of the economy.

"The increase in total visitor numbers vis-à-vis last DSF is not less than 20%, and the last week of Dubai Shopping Festival has crossed this minimum number several times over.

"It was obvious that the maximum percentage of visitors came from the GCC countries and the resultant increase in sales was anywhere in the range of 25% - 30%, based on the initial feedback on the numbers of coupons redeemed in the various retail outlets. Undoubtedly retailers were the major beneficiaries of Dubai Shopping Festival 2003 due to the numerous promotions they had organised.

"The initial evaluation also revealed that the DSF events like Global Village promoted overall visitor numbers, contributing positively to the sales at the malls. Contrary to perception that DSF events cost the malls their shoppers, each mall proved that this perception was based on false precepts by reporting an increase in sales. In general, shoppers reciprocated to mall promotions basis the promotions' merit.

Ahmed Al Sayegh, Chairman of the Al Sayegh Brothers Group said, "DSF 2003 has been more than excellent for the electronic and the retail sector. Our brands, LG, AIWA and Olympus reported an overall increase of not less than 25%. Excellent media support on promotions and discounts of more than 10% increased sales dramatically in a sector, which is known for its low profit margins. Extra value promotions attracted not only visitors but residents as well. The group promotion and the individual promotion done with co-operation of the DSF office was very well received.

Tim Jones, General Manager, Lamcy Plaza said, "In the first half the increase in sales was 20% compared to last DSF, while in the second half mall sales increased by 30%, resulting with an average increase in sales of 25% . DSF promotions like the Nissan, Lexus and The Gold and Jewellery Group promotion and our own promotion which rewarded shoppers with Airmiles, gifts of jewellery, electronics etc also attracted hoards of shoppers to the mall."

Murhaf Kishi, Mall Manager, Hamarain Centre said, "The last week saw a completely unexpected increase in visitor numbers at the mall to an average daily figure of 10,000 visitors, a three-fold increase from our daily average. Additionally, EDTV has a direct broadcast from the mall and that has attracted several residents as well. Coupon redemption in various retail outlets was also high. JW Marriott's good occupancy level also had its positive impact on sales. GCC visitors who constituted the largest proportion of visitors preferred to buy our fashion products, jewellery, clothes and beauty products. "

Shujaat Yaar, Manager Business Development, Le Meridien Dubai said, " We are very happy with the results of DSF and it has boosted occupancy during the whole period. We have been enjoying occupancy rate of 98% to 100% occupancy during DSF.

"We attribute the increase in occupancy to our promotional effort, our proximity to the airport and undoubtedly Dubai Shopping Festival's array of entertainment activities and excellent shopping deals."

Ends