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Retailers Go into Gitex Shopper with Best Foot Forward


Middle East : 05 April 2013

Source: Gulf News 2013

Even though Pepsi IPL 2013 cricket fever has started in India, retailers and organisers are confident that the Shopper will not be impacted at all.

“To be honest, even last year also events like these were overlapping and it has not impacted the show. Even during October there were events overlapping with the main Gitex Shopper,” Hemesh Chandavarkar, Exhibition Director at the Dubai World Trade Centre (DWTC), told Gulf News.

“We have the kept the event by taking into considerations lot of things in mind. If IPL is going to impact the sales then retailers won’t have participated. The offers are good and as far as offers are good consumers will be there,” he said.

Some of the key retailers participating at the event are spending big to lure customers to the four-day shopping paradise.

“The Shopper is only for four days and the early part of IPL is not interesting. I don’t think it will have an impact. Even we have had cricket matches overlapping with Gitex before and we haven’t felt any impact,” Neelesh Bhatnagar, CEO of Emax, said.

At the same time, retailers don’t expect the same business they usually do at the original eight-day Gitex Shopper. Retailers go into the event with their best foot forward by offering the best deals.

Smartphones and laptops continue to be the front runners and, at the same time, Smart TVs and cameras are also finding buyers given their attractive prices.

“This is a good time for a launch as most of the spring product launches happen during this time and it is also a time when many manufacturers have got clearance deals on products that are being phased out,” Ashish Panjabi, Chief Operating Officer at Jacky’s Electronics, said.

As this event comes at a time when many manufacturers transition between line-ups, “we can expect many clearance or end of life offers at this event. Our investment in this event is in the millions of dirhams,” he said.

It’s an opportunity for resellers to sell out their old models, added Bhatnagar. They can promote them in a very attractive way through discounts or promotions, as long as a consumer is open to the purchase. Emax is spending Dh2 million on this Gitex.

He said that technology is a part of everyday life. A large number of people in UAE love to be updated to the latest technologies.

“It really depends on what the consumer is seeking. If he or she is a deal seeker then a tradeoff of old products for new makes sense,” said Nadeem Khanzadah, Head of Retail at Jumbo Electronics.

Jumbo has earmarked Dh5 million towards communication and promotions.

“The event is major attraction and more beneficial to consumer, brands and retailers and it will definitely give a boost to the local retail industry,” Khanzadah said.

According to Dubai Chamber of Commerce and Industry’s latest report, sales of consumer electronics in the UAE are predicted to rise by 26.45 per cent to Dh14.58 billion by 2015 compared to Dh11.53 billion in 2011.

Going by the trend of last season, Khanzadah said “we have observed that the new and more accessible venue has been able to bring new visitors to the show, in addition to the returning customers thus translating in bigger sales.”

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