118

MARKETSharaf DG today, is a household name to be reckoned with, in UAE, Bahrain, Oman and Qatar. It has changed the face of electronics purchase in the region with its knowledgeable and friendly staff providing exemplary service coupled with the widest range in consumer electronics. Sharaf DG is not just an electronics store but a whole new lifestyle experience where consumers avail the widest range of brands in the region across categories.

ACHIEVEMENTSIn just ten years, Sharaf DG has come a long way to becoming one of the preferred destinations for electronics purchases in this region with thirty stores spread across the UAE, Bahrain, Oman and Qatar. Acknowledging the role of all customers, external as well as internal, Sharaf DG has pioneered real time inventory and procurement management in collaboration with its suppliers to make sure the right product is available to customers at the right time and at the right price. Sharaf DG continues to closely partner with its principal brands and suppliers to ensure value in the hands of end consumer.

As a result of its continuous focus on improvement and innovation, more than one million customers walk into Sharaf DG stores every month.

Understanding the potential of the mobile device, Sharaf DG decided to go mobile in 2014. The application offers mCommerce, lets users check stock availability of products and compare Sharaf DG prices with the competition. Now available on Android and Apple devices, the application is being used by over 250,000 users across UAE, Bahrain, Oman and Qatar.

With ecommerce growing in the GCC, Sharaf DG became the first in the industry to create a web store which is easy to access while mirroring the value delivered in its “bricks-and-mortar” locations, www.sharafdg.com provides easy to understand and easily accessible information about all electronic products.

In 2014, Sharaf DG launched Sales Tool, an application that empowers its sales staff with information at their fingertips. Customers need accurate information, assistance and knowledgeable staff to buy products. Hence Sharaf DG took the initiative and for the first time in the world such a tool was implemented in Electronics Retail across all key categories. Sales Executives can access product information, stock availability, product comparison, and competitors’ price and promotion.

In the past ten years Sharaf DG has won numerous awards and accolades some being:l Superbrand 2015, 2014, 2013, 2012, 2011.

l Most Admired Retailer of the Year – Consumer Electronics, RetailME Awards 2014.l Specialty Retailer of the Year – UAE, Dubai-Gitex 2014, FDC International.l Power Retailer of the Year 2013-2014 – Benq. l Specialist Retailer of the Year – UAE, ME Retail Academy 2014. l In-store Experience of the Year Award, ME Retail Academy 2014. l Customer Promotion of the Year Award, ME Retail Academy 2014.l Ranked top 100 on Global Brand Simplicity Index ME.l Best Sandisk Retail Sales, Sandisk Retail Awards 2014.l UAE and Iraq Retail Partner of the Year, HP Channel Awards

2014.l Best Instore Management 2014 – Air Conditioner Category, LG.l Best Sales 2014 – Refrigerator (DID SXS Product Category), LG.

l Preferred Retail Partner 2014 – Philips Middle East and Turkey.l Outstanding Growth – Mobiles, Group Business, Eros Partners Meet 2013.l Best Display and Merchandising, Appliances, Eros Partners Meet 2013.l Most Valued Partner, IT, Eros Partners Meet 2013.Best In-store Display in Home Appliances category, Samsung Forum – Dubai 2013.l Sheikh Mohammed Bin Rashid Al Maktoum “Friends of the Arts” Award, 2013, 2012.l We Care FilmFest Sponsors 2013, Al Noor Training Centre for Children with Special Needs.

HISTORYSharaf DG started as a concept on a storyboard in 2003 with a vision to change the face of electronics retail in the region by providing services

to customers never seen before in the industry. The vision materialised as Sharaf DG with the first store, in 2005, at IBN Batuta mall. In 2007 Sharaf DG created history by opening the biggest electronics store in UAE at Times Square Centre in Dubai with an area span of 100,000 sq ft.

2008 saw the launch of Sharaf DG in Bahrain, and within a year of opening, the store has become the largest and most preferred destination for electronics purchase in the market. 2008 also saw the launch of two new concepts - DG +, a high end audio video boutique, and Sharaf DG 4U, a concept store to increase reach to customers and enable convenient electronics shopping. In 2008

Sharaf DG launched its tech service wing, DG Help, to provide professional assistance to customers. DG Help specialises in audio and video installations, computer setup and servicing and mobile handset repairs and can be availed either inside the store or customers can call the toll free number 800 DG HELP (800 344357). It is the authorised service centre for Sony Vaio.

2010 saw the merger of Sharaf DG with its sister concern, Sharaf Digital, which specialises in high street retailing.

2011 saw the launch of Abu Dhabi’s largest electronics destination with the outlet seeing an overwhelming response of more than 40,000 walk-ins! The second half of 2011 saw Sharaf DG opening two stores – one in Abu Dhabi and one in Al Ain amidst a thundering response from customers.

2012 saw the launch of Sharaf DG store in Oman, a second store in Bahrain, and its first store in Fujairah. Fujairah store made a break through by being the first and only retail store in the UAE having 100% Emirati staff. Innovative services were also launched such as DG Remote and Tech Bench. DG Remote offers expert online assistance to customers on software installation, network set-up and troubleshooting. With this service, customers are able to save waiting and travel time without leaving the comfort of their homes and multi-task while online experts do the technical fix. Tech Bench is an in-store counter that offers free expert advice and set-up for computers.

In 2013, Sharaf DG opened two new stores in Dubai, located in Union Metro Station and Al Barsha Mall. Sharaf DG partnered with Air Miles to launch its loyalty programme under the banner of Air Miles. 2013 saw the launch of Sharaf DG in Qatar as the largest Electronics Destination in the region and also opened a third store in Bahrain. The second half of 2013 saw Sharaf DG opening two stores – one in Dubai located in Burjuman Metro Station and one in Abu Dhabi located in Dalma Mall. Sharaf DG strengthened its partnership with Union Cooperative Society with the opening of two stores – in Al Twar and Rashidiya to cater the needs of Emiratis.

With an increasing number of stores, currently having 30 outlets spread across GCC, Sharaf

DG reinforced its commitment of easy and fast accessibility to its customers. This extends to its presence on social media.

Sharaf DG believes in capitalising the reach of the new media to engage/communicate with its customers. Sharaf DG has a significant presence on social media platforms like Facebook (over 600,000 fans), Twitter (over 26,000 followers) and Instagram (over 2,500 followers).

PRODUCTSharaf DG’s prime focus is on enhancing the lifestyle of customers by addressing all their electronics needs through a wide assortment of leading edge high-tech products including TV, home entertainment, IT, telecom, photography, home appliances, personal care, gaming and unmatched product availability in the stores.

Sharaf DG customers can choose from more than 18,000 electronic products and accessories from reputed international brands available in store and online. While Sharaf DG’s specially trained and knowledgeable staff provides customers with assistance to make informed decisions, the stores’ open, bright and inviting ambience and touch and feel concept allows customers a hands on experience to reach the end decision.

Sharaf DG believes in providing complete solution in computer and home theatre packages. To aid customers at home, DG Help offers installation, support and services for audio video components and computers. In addition DG+ has a projects division specialising in providing audio and video solutions from products to design and implementation, including private cinema rooms for home and offices.

PROMOTIONSharaf DG believes in devoting resources to create a fun experience for its customers. Grand openings, sponsorship events, sale events, vendor and community partnerships create an engaging experience for customers thereby driving traffic to the stores.

Sharaf DG partnered with Cleartrip and had promotions like Travel the World, where customers could book a hotel at 10% discount and get AED 400 discount on package booking of a hotel and an international flight ticket. Sharaf DG has given

away up to AED 3 Million worth of prizes on purchase of Accessories. Sharaf DG’s Mobile Mania promotion gave fabulous prizes every hour, every week and a BMW 420i Coupe Sport Line as a Grand Prize to its customers.

And it is not only adults who have fun at Sharaf DG, special attention is also given to the younger customers with events like Gaming competitions, Spin & Win, Roll to Win, Treasure Hunts, Photo Contests and Painting competitions offering prizes such as a trip to Disney World, gaming consoles, more exciting prize give aways.

BRAND VALUESWith the recent rapid developments in technology, it can be quite intimidating and confusing for customers. Sharaf DG understands that and strives to provide a complete shopping experience to customers with continued focus on:l Product availability through a wide assortmentl Best price guaranteel Providing end to end solutionsl Assisting in making informed and best suited decisionsl Sharaf DG gives a best price guarantee to customers that if they find an identical product for less, they get double the difference.

Sharaf DG promises its customers the 24hrs Brand Promise “If we don’t have it, you get it free!”, In case of non- availability of a product, Sharaf DG registers the enquiry and procures the product from its authorised distributor in the country within 24 hours. If the product is not available with the product’s authorized distributor, Sharaf DG produces a certificate of non-availability for the product. If available, and yet Sharaf DG is not able to procure and deliver within 24 working hours of registering the request, then it gives the product free to the customer. Sharaf DG ensures that only authorised products are sold, to avoid any post purchase difficulty faced by customers.

Sharaf DG’s Extended Warranty adds value to the customer in terms of “Replacement” which no other retailer in the market has. Sharaf DG thus demonstrates a far higher responsibility towards the customer than any other retailer.

Sharaf DG believes in reaching out to the community and shares its resources for

Things you didn’t know aboutSHARAF DG

l DG stands for Digital Galleria.l Sharaf Group has been in the electronics industry since 1976.l Sharaf DG has the largest floor area dedicated to electronics products in UAE. l Sharaf DG has more than 18,000 products of over 300 global brands in its stores.l Sharaf DG is the only electronics retailer which offers the “Product Search and Service Concept”.l Sharaf DG‘s “If we don’t have it, you get if free!” 24 hr brand promise has served more than 100,000 customers and given more than 400 customers their desired electronic products absolutely free! l Sharaf DG boasts the largest electronics destination in Dubai - Times Square Centre, Abu Dhabi - Abu Dhabi Mall and Al Ain - Al Ain Mall. l Sharaf DG is the only brand which caters to all end users in the region through its sub-brands: Sharaf DG4U and DG+. l Sharaf DG sees over one million walk-ins every month.l There is a metro station named Sharaf DG Metro Station.

programmes with a higher purpose - to help others in need. Sharaf DG drives, as well as participates in, Corporate Social Responsibility (CSR) programmes such as charity donations, fund-raising programmes, and frequently enters into partnerships with the government. Sheikh Mohammed Bin Rashid Al Maktoum ‘Friends of the Arts’ Award, 2013, 2012 is a true depiction of its active participation in such programmes.

www.sharafdg.com