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Last Updated: Sep 25th, 2006 - 11:36:04 |
Dubai: The UAE's retail scene has undergone a complete transformation for Ramadan. New store opening hours, fiercely-driven promotions and altered product selections will all be features of the next 30 days.
Some malls say Ramadan spending represents 15 per cent of total annual sales, driven by increased visitor numbers to the UAE and heavily-promoted sales.
Food manufacturers, in particular, benefit from a jump in demand. A top official at Dubai-based Halal food producer Co-op Al Islami said the company's sales increase by up to 75 per cent over average rates during the rest of the year.
Kamal Vachani, director of Al Maya Group, said energy-rich items including seeds, dates, prunes and nuts will also be included on the shopping lists of most Muslim consumers.
In the UK, supermarket chain Tesco is attempting to add variety to its stock of halal products. The company has picked out select stores to trial a new line of halal milk chocolate bars produced by Ummah Foods.
Meanwhile, mineral water producer Masafi has introduced a new apricot-based beverage especially for Ramadan.
According to officials at the Dubai-based company, its Masafi Qamaruldeen drink will aid digestion, regulate metabolism and give consumers a much-needed sugar rush.
According to Piyush Mathur, regional managing director of ACNielsen, "Around 70 per cent of sales for certain items happen during Ramadan."
"The stores see it as an opportunity to cater directly to people's needs and often time product launches to coincide with Ramadan. Another main difference is the change in opening hours. Most malls open until 2am and traffic peaks at around 11.30pm."
Officials at Sharjah-based retail conglomerate Safeer Group say 15 per cent of
the company's total annual sales come during the month of Ramadan alone, with garments and foot-wear leading sales before Eid.
"Thanks to the predominant Muslim population which observes Ramadan, sales are very good," said Mahesh Kalwani, chief operating officer at Al Safeer Group.
"Also Ramadan is a month when the Muslim faith amplifies the act of giving offerings to the poor so a lot of buying for offerings occur. It's also a season when all retailers hold promotions and sales, so even the non-Muslim population sees it as a good time to buy."
The company is launching a host of promotions on novelty and food items to coincide with Ramadan and is even choosing the period to launch the new Al Safeer Centre in Abu Dhabi. The company's Safeer Mall on the Dubai-Sharjah highway is a sub-sponsor of Sharjah Ramadan Festival.
Officials at Al Ghurair City, Dubai's oldest mall, say Ramadan represents an important retail period as the majority of their customers are Arabs.
"As a mall which is traditionally a favourite with Arab nationals, we attach particular importance to creating an appropriate ambience and atmosphere for Ramadan," said Mukta Sabharwal, events and PR coordinator, Al Ghurair City.
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