Cellucom launches branded reseller network - Val-U-Shop

Headquartered in Dubai, Cellucom - an established distribution partner for Nokia and other industry leaders - at present has a strong network of 220 dealers in the UAE, representing more than half the number in the country. The Val-U-Shop network will cement ties between the dealers and Cellucom through the latter's commitment to offer each member of the Cellucom priority dealer network its support for varied marketing and distribution initiatives.

The development of the Val-U-Shop franchise is in recognition of the changing relationship between distributors and resellers which demand more support in terms of the sharing of expertise - given the growing complexity of mobile telecommunication products - and backing for marketing programmes.

In addition to the dealer advantages the Val-U-Shop model has benefits for manufacturers and consumers. "For the manufacturer this allows better control over the brand image and for the consumer this, most basically, means the best value for money," said Arun Nagar, Managing Director, Cellucom.

Customers shopping at any point on the Val-U-Shop network can look forward to, among others, trade-in facilities, 30-minute phone repair or replacement, warranty covered in five countries, free home delivery, games and software.

"Operational integrity and value-added products and services are our driving forces. This is communicated to our customers through innovative product and service offers. Val-U-Shop is founded on those same principles," Nagar said.

Already 27 outlets spread across the UAE have signed up to become part of Cellucom's Val-U-Shop network. "Val-U-Shop has elicited much interest from the retail community and Cellucom is currently screening further applicants through a prescribed procedure," said Aldrin Fernandes, Managing Director, Concept Today, Val-U-Shop project and brand consultants.

In total Cellucom is looking to have 50 dealers from the UAE as part of the Val-U-Shop network before the end of 2003. Among those already part of the franchise, are Grand Stores, which adds 10 stores to the Val-U-Shop network, Jacky's Electronics with four stores, K.M. Trading with seven stores, Al Rams Trading and others.

Cellucom will be launching Val-U-Shop to dealers and retailers in the GCC in the second half of the year, with Bahrain as the first stop on its regional tour.