Consumer electronics market thrives during Dubai Summer Surprises

The consumer electronics sector in Dubai is witnessing a mega Dubai Summer Surprises (DSS) period with local residents, regional visitors and international tourists flocking to the emirate to take advantage of the fantastic array of offers being rolled out by Dubai’s wide range of leading electronics stores.

With Dubai being a regional hub for some of the biggest technology brands, DSS continues to create a platform for some of the biggest promotions across retail segments including consumer electronics. Leading retailers are recording increased sales and footfall during the ongoing 18th edition of DSS, which kicked off on 23 July and will run until 5 September, under the theme “45 days of Summer”. 

Nadeem Khanzadah, Head of OmniChannel Retail, Jumbo Group, said: “During DSS, our sales revenues grow by an average of 30%, and this can be attributed to the increase of tourists, and also holiday shopping behavior. Smartphones are consistent top-sellers, especially with recent releases from top brands. Tablets and laptops are also in high demand.”

He explained that Jumbo is always eager to participate in iconic retail based festival events that help contribute to the success and growth of the UAE’s burgeoning retail sector. As a homegrown business operating for the past 40 years in Dubai, Jumbo Electronics has grown side by side with the growth of Dubai as a global commercial hub.

“By taking part in events such as the Dubai Shopping Festival and Dubai Summer Surprises, we want to bring customer value not just to residents, but also to visitors who seek quality products and services that we offer,” Khanzadah added.

Consumer electronics have become an integral part of the eagerly anticipated seasonal discounts and offers that DSS has to offer. Consumers are tech-savvy and keenly follow the best deals and this in turn encourages electronic retailers to create fantastic and value-added offers. 

Neelesh Bhatnagar, CEO of Emax, explained: “DSS has a significant positive impact on retail sales. It is one of Dubai’s unique marketing platforms that creates an opportunity every year for retailers to reward customers with exceptional offers, promotions and prizes. DSS’ commercial and artistic activities together with other marvelous attractions, boosts the tourism sector in Dubai, which in turn results in greater consumer confidence and in turn entices them to avail offers and services. As a leading technology retailer, we’ve always appreciated DSS as a driver of sales; 2015 has been very promising so far with the current period’s sales highlighting an upward trend compared to the previous year. 

“Festivals such as these have today become global platforms which attract tourists from across the world, with retail playing a significant role. But residents also play an equally important role, for they look forward to this period to take advantage of the attractive deals and offers showcased by retailers. We see a percentage split of 65% of shoppers being residents and 35% tourists during the DSS period.”

Emax is always looking for new ways of rewarding its customers and Bhatnagar says they are providing attractive deals and offers across a wide range of categories and products through the festival. Emax’s core focus this DSS, is on IT and communication products with schools and universities gearing up for back-to-school season. Emax is enticing consumers by bundling products with exciting deals on Laptops, Mobiles, Tablets, Accessories and more.

Amit Rupchandani, Managing Director of Obi Mobiles EMEA commented on their first DSS since their launch in the UAE in September 2014. “We have seen a lot of success in this market with consumers being very receptive to our product and brand identity. With the summer in the UAE typically characterised by sales and discounts, we are anticipating a 15 to 20% increase in footfall during DSS. Obi Mobiles is very optimistic about DSS and remains upbeat that consumer confidence has returned; also we are cautiously watching market trends and revising strategies if needed. We have some great offers with our retail partners across the region.”

The success of the consumer electronics sector during DSS serves to represent how  Dubai comes up with innovative shopping concepts each year to attract numerous residents and tourists – reinforcing Dubai’s position as one of the most sought after shopping destinations in the world.