Point of Purchase and Point of Sales crucial to retail industry's future growth

Only a retailer who can turn this momentary phase to his advantage with ideas that can make customer stop and think will be able to reap rich dividends, according to Mr. Rehan Merchant, Executive Director, Emirates Neon.

Mr. Rehan Merchant's comments came in advance of the Retail Professionals Conference, being organized by the Expo Centre Sharjah in their premises as part of the Retail Middle East, region's exclusive and dedicated trade event for the retail industry, where he will be a keynote speaker giving a presentation on how vital POP & POS are to retail industry.

The one-day conference is also set to discuss new ways to compete effectively in a rapidly changing market, to retain customer loyalty and to increasing visitor footfall, while the three-day exhibition, being held from April 18 to 20, 2005, will feature over 100 leading suppliers, major manufacturers and players in the retail industry.

"Even though 98% of budget allocations go to other advertising activities, the fact remains that 75% of the customers decide to buy only within the store. Therefore materials used at the point of purchase in any retail environment are the real nerve-centers of any retail business. As the retail sector in the UAE and the region booms, professionals need to understand appropriate solutions for specific requirements and their way of implementation," said Mr. Merchant.

Emirates Neon by virtue of being one of the largest POP, retail and industrial signage, and outdoor advertising company, is in a better position to offer solutions to tap this potential sales point.

"Emirates Neon Group with its tremendous track-record, sector-specific expertise and technical know-how offers to provide retail professionals with consultations on best solutions that fit their requirements. The Group can provide customers with one-stop-shop solutions that can positively impact on their cash registers if appropriately implemented," said, Mr. Rehan Merchant.

Emirates Neon is also participating with a 125-square meter stand at the Retail Middle East show. The company's stand will act as a photo gallery, which includes up-to-date POP & POS solutions. During the show Emirates Neon will play a consulting house role for other exhibitors and trade visitors, offering comprehensive advice and consultations on how best they should deal with POP & POS challenges, how to apply proper solutions and how to utilize these solutions in the right way to achieve business objectives.

In Dubai alone, at current demographic levels, the available retail facilities would require every man, woman and child to spend around US$7,800 annually to sustain an overall average sales figure of US$3,500 a square meter a year, in more than 25 shopping malls or so, according to a recent study.

The UAE retail sector is worth over AED30 billion and a major contributor to the country's GDP. As per the survey of shopping centres carried out by the UK-based Retail International in the GCC region, some 3.8 million square metres of retail space has already been completed with 2.2 million square metres under development.

The three-day trade event features everything related to the retail industry including retail concepts, shop fitting and store equipment, visual merchandising, signage, POP, store design, retail technology & equipment, logistics and security systems.

The show is being organised by Expo Centre Sharjah in association with National Association of Store Fixture Manufacturers (NASFM), USA, and Point of Purchase Advertising International (POPAI), USA, and with the support of the Sharjah Chamber of Commerce and Industry (SCCI).