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MERA 2011 – RETAILER MARKETING AWARD

by Stuart Wilson, Thursday 12 May 2011

With one week until the ‘Middle East Retail Academy (MERA): 2011 Awards’ Gala Dinner, the five shortlisted nominations for the Retailer Marketing Initiative of the Year Award have been revealed. Retailers from across the region have submitted detailed applications in the past few months. The five shortlisted nominations for the award (in alphabetical order) are from Alghanim, Carrefour Egypt, Jacky’s, Khoury Home and Sharaf DG.

The MERA Awards, now in their fourth year, take place on May 18th in conjunction with Digital Consumer Channel (DCC) Middle East & Africa (MEA) – the region’s leading ICT and consumer electronics (CE) event.

“The quality of this year’s entries was higher than ever as retailers across the region look to use ever more sophisticated marketing tactics to increase sales and attract customers,” said Farouk Hemraj, CEO at DISTREE Events, the organisers of the ‘MERA: 2011 Awards’.

“It was a difficult task for the VIP jury to reduce the shortlist to just five nominations and we would like to congratulate all of those that made it through to the final. The entries revealed retailers’ willingness to innovate and really differentiate themselves in a competitive market.”

Representatives from the five shortlisted retailers have been invited to celebrate their nomination at this year’s ‘MERA: 2011 Awards’ Gala Dinner and Awards Ceremony, which takes place at Le Meridien Al Aqah Beach Resort in Fujairah, UAE, on the evening of May 18th.

During the evening event, which attracts hundreds of the most senior retailer, distributor and vendor executives working in the region’s ICT and consumer electronics (CE) retail channel, the overall winner of the award will be announced.

Brief details of the five entries that have made the shortlist are detailed below (in alphabetical order based on company name). More detailed reports on the entries for 2011’s Retailer Marketing Initiative of the Year Award will be made available after next week’s ceremony.

Alghanim – ‘Retailment’

Retail plus entertainment equals ‘Retailment’ according to Kuwait’s Alghanim Electronics. Alghanim operates X-cite stores in Kuwait and has invested in running high-profile events in Kuwait to raise consumer awareness and build customer loyalty. X-cite positioned itself as organiser of two special events: an exclusive concert by Nancy Ajram for X-cite customers; plus a performance by Cirque du Soleil and Moscow Circus also for X-cite customers. X-cite by Alghanim Electronics was the only sponsor for both events and tickets were given free to customers purchasing from the retailer.

Carrefour Egypt - ‘One Day Promo’

Retail powerhouse Carrefour continues to excel at delivering promotions that create significant sales for the vendors it represents. Carrefour’s Egyptian operation is no exception and its ‘One Day Promo’ campaigns continue to go from strength-to-strength. First launched in 2009 during Carrefour’s anniversary in Egypt, the ‘One Day Promo’ campaign involves prominent advertising in major Egyptian newspapers detailing specific products with a limited quantity available at a special price for one day only.

Jacky’s – Social Media

UAE retailer Jacky’s has been a pioneer in harnessing the power of social media to interact with consumers and build a two-way relationship with its customer base. Jacky’s commitment to online interaction also extended to setting up an e-tailer site with Souq.com. Jacky’s has also invested in building its presence on Facebook and now has more than 3,000 ‘Likes’. Similarly, Jacky’s now has more than 2,000 followers to its Twitter account and combines online competitions with in-store roadshows and events to drive foot traffic.

Khoury Home – Financing

Lebanon-based retailer Khoury Home has received sustained praise from vendors for its innovative financing plans that have created significant incremental in-country sales. The scheme has been mentioned many times by vendors in recent months. Khoury Home’s three year credit plan is now well established and has resulted in significant sales growth for the retailer. Khoury Home is also now advertising a 50 month credit plan based on zero down payments on its website. Khoury Home heavily promotes its finance schemes using newspaper adverts and outdoor media.

Sharaf DG – Extended Warranty

Sharaf DG believes that it has carved a niche for itself for total experience lifecycle management through fun shopping experiences in its stores. Sharaf DG aims to stay ahead of the competition through innovative service assurance measures like the recently launched ‘Get Extended Warranty, Stay Protected’ plan that provides immediate and long-term security to customers on their electronics purchases. Over 16,500 fans in six months on the Sharaf DG Facebook page stand as testament to the service assurance approach of Sharaf DG, according to the retailer.


DCC MEA 2011

DCC is the ultimate professional networking event for senior executives from the consumer electronics, digital device and ICT products retail channel in the MEA region. DCC MEA is a focused event for retail executives based on the successful concept of bringing high-level buyers from emerging markets into productive contact with vendors.

DCC MEA regularly attracts hundreds of senior executives from MEA’s consumer electronics, digital device and ICT products retail channel. These include the powerful buyers and decision makers responsible for product selection for the retailers they represent. Not only is DCC MEA a powerful business platform, it is also an annual networking function allowing vendors to meet face-to-face with both existing and potential new retail partners from across the region.

For retail executives, attending DCC MEA is time well spent. In just three days you can hold dozens of face-to-face meetings with existing and potential new vendors, meet with your peers from across the region, find out more about the latest industry trends and market data. All this at one exclusive event: DCC MEA, the ‘must-attend’ event for vendors and retailers associated with MEA’s consumer electronics, digital device and ICT products channel. www.dcc-mea.com

Vendors, retailers and distributors wishing to participate in the event can also contact fhemraj@distree.com quoting code MEA11

DISTREE_Events

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