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Gitex Shopper: Premium bundling pays off for retailers [Gulf News (United Arab Emirates)]
[September 30, 2014]

Gitex Shopper: Premium bundling pays off for retailers [Gulf News (United Arab Emirates)]


(Gulf News (United Arab Emirates) Via Acquire Media NewsEdge) Dubai: Retailers have been bundling premium branded products at this Gitex Shopper compared to the cheap products they gave away in previous years, and the strategy is paying off.



"The premium bundling has really paid off. The products are the same but [they are] branded ones. Consumers are tired of getting generic commodity products. So we decided to enhance the value of our bundling products," said Nilesh Khalkho, CEO of Sharaf DG.

Sharaf DG is offering gift vouchers, Manchester City FC branded Falcon Fitness Band which comes with its own app Mancityfit, Manchester City FC branded Swift Headphone, Manchester City FC branded Magpie Polo T-shirt, Manchester City FC branded Oyster Catcher Backpack and Manchester City FC branded Kinglet Smartphone Essentials to entice the customers.


"Since Manchester City had done well in the Premier League, there is a lot of brand value associated with it. So we started working with them six months back and decide to keep Manchester City. Then we decided to choose the products which football fans love the most," he said.

This is the first time the Manchester City products are at Gitex.

"We screen the quality, otherwise Manchester City will not approve the products. We need to take approval at each stage before launching the products. The other area where we saw is that if you add value to the consumers it will sell like hotcakes, for example like our BMW car promotion with LG TV.

"We have already sold more than 40 cars. People have money but you need to give something to add value." Jumbo is giving away Seagate hard disk drives, Ferrari backpacks, Sennheiser wireless headsets, Brother Laser printers, Sony headphones, Microsoft Office, Sony Fifa Pen drive, Samsung cameras, Sony lens camera, iPad Mini and LG G3 smartphones.

"Instead of the cheap and multiple products bundling, Jumbo will bundle premium devices to add value to purchases," said Nadeem Khanzadah, head of retail at Jumbo Electronics.

He said that buyers are fed up of getting cheap Chinese tablets with every product and hence the decision to give out branded products as incentives.

Emax is offering Beats Solo headsets, Samsung S4, Samsung tablet, Nokia Lumia 630, and guaranteed free return airline tickets to Chennai, Delhi, Mumbai, Cochin, Bahrain, Kuwait, Doha, Riyadh, Jeddah, Muscat, Cairo, Beirut, Amman, Colombo, Lahore, Karachi, Islamabad, Goa, Kolkata, Singapore, Bangkok, Istanbul, Belgrade and Bucharest.

"We want to add value to the customers and decided a very different format for this Gitex," said Neelesh Bhatnagar, CEO of Emax.

"Each year we strive to perform better and reach greater heights and this year we have come up with new concepts and ideas keeping in mind the value-added experience, ease and satisfaction for our customers," said Mahesh Chotrani, assistant vice-president at Jacky's Electronics.

He said that in the bid to make the shopping more entertaining, Jacky's has mini golf competitions and specially designed board game that takes place every two hours. Customers participating in these events stand to win prizes worth Dh100,000.

(c) 2014 Al Nisr Publishing LLC . All rights reserved. Provided by SyndiGate Media Inc. (Syndigate.info).

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