Review Central speaks to Nadeem Khanzadah, the Head of OmniChannel Retail at Jumbo Group, about their plans for GITEX Shopper 2017 and the trends in the technology and consumer electronics arena
Why is it important for you to take part in GITEX Shopper Spring 2017? What percentage of sales do you see as a direct result of the show? How much was your turnover at the last show?
GITEX Shopper is a milestone event on the regional consumer electronics calendar and remains the biggest and most important annual sales platform for the electronics sector in the UAE and once again, Jumbo Electronics will be investing heavily in our participation at the event.
It is an event that remains enormously popular for shoppers from the UAE as well as the wider Middle East region and people often plan their key technology purchases around GITEX. Customers in the UAE tend to put off electronic purchases in order to take advantage of deals and promotions across different product segments offered during GITEX. Jumbo has been participating since GITEX began and it is now one of our most important sales events of the year outside of the Dubai Shopping Festival.
GITEX Shopper is a significant event for Jumbo in terms of our annual sales, marketing, and PR activities. The event sets the tone for the sector and allows us to plan for the rest of the year, based on technology announcements and consumer behaviour trends. At Jumbo, we are confident of a 10 percent year on year growth at GITEX Shopper.
Nadeem Khanzadah, the Head of OmniChannel Retail at Jumbo Group.
What exclusive deals, giveaways, prizes and/ or bundles are you offering to shoppers this year?
Although discounts vary by category, we always endeavour to offer the best value to our customers, be it in the form of bundle offers or deals. Shoppers can expect discounts of up to 50 percent on select products at Jumbo. Apart from competitive offers, promotions, we will be offering premium giveaways like no other retailer.
Here are the top deals we are running for GITEX Shopper 2017:
- Buy a Samsung S7 Edge for AED 2,599 and get a pack that includes Samsung Gear VR 2, Samsung Wireless Charger, Samsung Level U Pro Headset, 128GB Micro SD Card, Passport Sleeve, Targus Backpack, Premium Watch and a Selfie Stick.
- Buy a Lenovo Moto M for AED 999 and get a Jumbo Gift Voucher worth AED 100, Headset, Powerbank, and Backpack.
- Buy a MacBook Pro (15-inch) model MJLT2AE/A for a discounted price of AED 8,799. Original price was AED 9,899.
- Buy Samsung Galaxy Tab A 10.1″ with Spen for AED 1,049 (original price of AED 1,399) and get a premium watch.
- Buy an LG 55UH850V TV for AED 3,999 (original price AED 4,999).
- Buy Sony Xperia XZ for AED 2,299 and get a pack that includes a Jumbo Gift Voucher worth AED 400, Bluetooth Neckband Earphone, Targus Backpack, Premium Case, Selfie Stick, and Powerbank.
- Buy a Huawei Mate 9 for AED 2,299 and get a Jumbo Gift Voucher worth AED 100, Bluetooth Neckband Earphone, Powerbank, Targus Backpack, and Selfie Stick.
- Buy LAVA A3 and IRIS 870 for AED 999 (original price AED 1,248).
- Buy Lenovo ideapad 710s for AED 3,999 and get Jumbo Gift Voucher worth AED 500, Microsoft Office 365, Targus Backpack, Antivirus, 1TB HDD, Earphone and Mouse.
- Buy Dell Inspiron 5000 for AED 3,499 and get Jumbo Gift Voucher worth AED 300, Microsoft Office 365, Printer, Antivirus, Dell Backpack, Bluetooth Speaker, Earphone, and Mouse.
- Buy Samsung UA65KS9500 for AED 8,999 (original price AED 14,999).
- Buy Sony KDL65X9300 for AED 8,499 (original price AED 9,999).
- Buy Samsung Gear S3 Frontier for AED 1,399 and get Samsung Level U Pro Bluetooth Headphone, Power bank and Targus Backpack.
- Buy Sony MDR1000X Bluetooth Noise Cancellation Headset for AED 1,499 (original price AED 1,599) and get a Bluetooth Neckband Headphone.
- Buy JBL Charge 3 Speaker and JBL Elite 700 Headphone for AED 1,199 (original price AED 1,899) and get premium watch.
What new consumer behaviour trends are you seeing in the market today?
One very interesting consumer behaviour trend we are witnessing is the use of technology for self-expression. Consumer choices are no longer just influenced by specs or looks; they are making conscious decisions to purchase products that are a reflection of their individuality. That does not necessarily mean a product has to be exclusive or expensive, but it should certainly reinforce their sense of self expression.
This trend is most apparent in the accessories segment, which is no longer seen as just a peripheral purchase or a value add. For example, customers are willing to spend hundreds of dirhams on personalised smartphone cases, which are not just protective gear but also a lifestyle statement. These cases come in various colours with clips, cords, portable keyboards, screen protectors and flip-out pads among other features.
Such accessories are not only limited to cases but also include earphones, headphones and portable chargers. This trend has resulted in vendors and other third-party manufacturers focussing on not just their core products, but also on how else they can add value and extend capabilities. Ultrabooks have also generated enormous interest since they are both lightweight and powerful and fits perfectly with the millennial lifestyle of today, a perfect combination of performance and style.
What other trends have you seen in the consumer electronics market within the past 24 months and what are your predictions for the next 24 months, specifically in the UAE/Middle East?
Over the years, smartphones – with key features such as better cameras, long lasting battery life, vivid screen resolutions and software functions – have been leading the market and we will continue to see this trend continue this year.
Consumers are also looking to buy laptops that are lightweight with faster processors and more memory space. Versatility is also a popular feature that attracts buyers to have 2-in-1 laptops that can serve both as a laptop or a tablet. Other products that continue to gain traction from health buffs and athletes are smartwatches and health bands. Virtual Reality (VR) products are also starting to show a lot of promise and we expect to see a spike in sales not only at GITEX Shopper but also in the coming months.
Middle East and Africa are among the fastest growing mobile markets in the world and according to Global Media Intelligence Report by eMarketer, mobile phone penetration in the UAE is forecasted to reach 82.1 percent in 2017. According to another recent report from IDC, laptops contribute to approximately 62 percent of the total PC market in the Middle East.
We also believe that OmniChannel sales will become the norm in the retail sector in the future. Customer engagement is shifting from desktop to mobile and it is becoming increasingly important for brands and companies to engage with their customers effectively across every available online and offline touchpoint.
What are the best- selling products that Jumbo expects in GITEX Shopper Spring 2017?
Jumbo expects smartphones and laptops to be the biggest selling category at GITEX Shopper Spring 2017. We anticipate that apart from smartphones and laptops, it will be wearables and Virtual Reality that will generate the most demand and excitement among shoppers.
This year, the product categories that Jumbo will be focusing on are much-awaited smartphones, laptops, premium ultra large sized UHD/4K televisions, and fitness and wearable devices. Virtual Reality (VR) devices are also an extremely promising category that is gaining significant momentum and traction over the past year.
Apart from the extremely popular iPhone 7 and 7 Plus and Samsung Galaxy S7 Edge, in the smartphones category, Jumbo will be displaying and selling highly anticipated new models such as the Samsung A (2017) Series, Huawei Mate 9 Porsche, Huawei Mate 9 Pro, HTC U Ultra and Motorola G5.
Consumers are also looking to buy laptops that are lightweight with faster processors and more memory space. Versatility is also a popular feature that attracts buyers to have 2-in-1 laptops that can serve both as a laptop or a tablet. We will be selling the Dell XPS 2-in-1, Lenovo Yoga710 Series, Lenovo Gaming Series and the newly launched Acer VX Series. Ultrabooks have also generated enormous interest since they are both lightweight and powerful and fit perfectly with the millennial lifestyle of today, a perfect combination of performance and style.
The range of televisions being showcased reflect the growing demand from customers and their preference for ultra large sized UHD/4K televisions, newer technology like OLED, 4K,Ultra High Definition (UHD) from brands such as Sony, Samsung and LG.
Other products that continue to gain traction from health buffs and athletes are smartwatches and health bands. Virtual Reality (VR) products are also starting to show a lot of promise and we expect to see a spike in sales not only at GITEX Shopper but also in the coming months.
Jumbo is eagerly anticipating the opportunity to showcase the latest and widest lineup of available electronics products in the market, along with a fabulous range of competitive offers and promotions, with discounts of up to 50% on select products.
How do you see the electronic products market in the UAE in 2017 compared to the same period last year?
The replacement cycle for electronics in the Middle East region is shorter than the global average, which provides a positive outlook for the technology sector in the region. This has also led to global brands launching new products in the market at a much faster rate to cater to tech-savvy consumers with a high spending power.
Despite reports of a slowed global economy, we are expecting continued momentum in consumer electronics sector in the UAE, especially in comparison to last year. Jumbo has experienced a promising start to the year with a considerably successful DSF, and expect continued growth over the span of the year.
