Jacky's set to revamp Dubai stores

Phase I work at the Airport Road showroom is already complete; the Deira City Centre showroom is next in line for a total renovation that will be completed in time for the upcoming Dubai Shopping Festival 2005.

The new showroom design is based on a Dubai-wide survey conducted by Jacky's, and on evolving consumer expectations, said Ashish Panjabi, Chief Operating Officer, Jacky's Electronics. "With the accent on enhancing the shopping experience, the new spacious layout of the showrooms allows for a greater number of demonstration areas, better product display and service, all contributing to ensuring a positive retail experience. Considering the way technology is evolving so rapidly, the display requirements for various product categories has had to be changed in order to better highlight their features."

The process of change has been so complete that everything in the stores, with the exception of the flooring, is being stripped to make way for a new, refreshing look. The open store design, enhanced by improved lighting, will enable shoppers to move around freely. Products will be spread evenly throughout the store and will be more accessible to shoppers.

The new showroom layout will highlight the dominant trends at Jacky's; with IT products and electronics as the fast moving items of the day, the showrooms' new design will better showcase these products, thereby contributing to increased sales. A gaming demonstration area will be introduced for the first time at the Deira City Centre showroom with the re-design.

The new look reflects a significant change in focus at Jacky's in terms of the product profile at its various stores. Post renovation each Jacky's store will feature a product mix tailored to suit the shopper profile at that store. The Deira City Centre store, for example, will feature more digital products and an extended range of plasma and LCD televisions. In contrast, the Airport Road showroom will offer more white goods, catering to the many families that shop there as well as an improved home theatre and television display.

"Besides quality service, as a multi-brand retailer our customers look to Jacky's sales assistants for comparative information on all brands on offer," said Mr. Panjabi. In keeping with the consumer focus, shoppers at various Jacky's showrooms will now be attended to by customer service representatives. Each representative undergoes intensive training on all products and services Jacky's offers, so the customer is guaranteed good advice from trained staff.

Two new Jacky's stores are slated to open in the following year. Both will incorporate the new design features.