Dubai Summer Surprises (DSS) has once again proven that it serves as a catalyst for retail growth with its key partners reporting an upswing in business at the halfway mark of the region’s most popular retail event in the summer.
The 20th edition of DSS (running from 1 July – 12 August) has generated improved sales and footfall at shopping malls and thousands of participating retail outlets. In Mercato, retail stores registered a 20% increase in footfall and 15-20% increase in sales during the first half of DSS 2017 while Dubai Festival City saw an increase of over 16% in footfall compared to the first week of DSS 2016.
Luxury retailer Paris Gallery saw sales increase by an average of 10% at its outlets with sales peaking at 16% in many of its stores in Dubai. Beauty retailer Wojooh has also had a successful DSS so far and its support for the new DSS initiative ‘Friday Surprise’ saw the store doubling its sales of the day while footfall increased by over 190%!. Friday Surprise offers shoppers an amazing deal on an exclusive product at a specified shopping location each Friday throughout DSS.
Saeed Mohammad Measam Al Falasi, Executive Director, Retail and Strategic Alliances, DFRE, Dubai Festivals and Retail Establishment (DFRE), an agency of the Department of Tourism and Commerce Marketing (Dubai Tourism), and the organisers of DSS, said: “Having reached its milestone 20th edition, Dubai Summer Surprises, continues to further enhance Dubai’s position as the summer destination of choice. At its halfway mark, DSS 2017 has led to an upswing in business with Dubai’s retailers in particular reaping rich dividends following an influx of visitors during this period. The improved market performance during the first half of DSS is also the result of our close collaboration with various government and private sector entities, especially the continued support of our strategic partners.
“To ensure that visitors enjoy a memorable holiday and leisure experience this summer, we are running several innovative retail promotions supported by family-oriented activities. The response from shoppers has exceeded our expectations and we are confident that the momentum will be sustained for the remainder of the summer,” Al Falasi added.
Malls have transformed into family entertainment destinations, creating a vibrant and fun ambience with a range of events and activities combined with an array of unbeatable deals offered by their retails outlets including discounts of up to 75 % on a wide range of merchandise, and retail promotions, giving shoppers the chance to win fabulous prizes.
DFRE’s Strategic Partners for 2017 are Emirates, AW Rostamani Group, Emaar Malls, Majid Al Futtaim Properties, Dubai Festival City, Mercato, Paris Gallery, ENOC, Nakheel, Dubai Duty Free, Meraas and Etisalat.
Dubai Festival City records over 16 % increase in footfall
Steven Cleaver, Director of Shopping Malls, Dubai Festival City, said: “At Dubai Festival City we are already celebrating the most successful DSS to date with an increase of 16.6% footfall year-on-year in the first week of DSS compared to the same period during DSS 2016. Visitors have flocked to the mall to take part in our activities – in just one day alone more than 5,000 shoppers experienced the Confetti Dome, the largest of its kind; and we have seen more than double the participants in our fun virtual reality Shop.Pop.Win game compared to last year. We have thousands of prizes to give away for the next few weeks and one lucky shopper still has the chance to win an all-new 2017 Lexus RC F! We look forward to celebrating the remainder of what is one of the largest shopping festivals in Dubai with many more visitors to Dubai Festival City!”
Retail outlets at Mercato register 15-20% increase in sales
Diana Al Sakka, Marketing and Events Manager at Mercato & Town Centre Jumeirah, said: “Retail outlets in the mall have registered an increase of 15-20 % in sales and a 20 % increase in footfall during the first half of DSS 2017 compared to the same period of DSS 2016. The summer retail event has always been a unique platform offering home-grown, regional and international brands the opportunity to introduce new products and collections during summer. In addition to the traditional unbeatable deals and promotions, DSS has now evolved into 6 weeks of incredible sales where retailers are able to use this period to introduce great shopping deals. The daily circus themed entertainment and the exciting ‘Shop and Win’ promotion have certainly played a major role in attracting more tourists from different European, Asian and GCC countries, in addition to the local residents, who are able to benefit from the significant price reductions across many stores in the mall”.
10 % increase in sales at Paris Gallery outlets
Mohammed Abdul Rahim Al Fahim, CEO of Paris Gallery Group of Companies, said: “DSS has attracted a good number of tourists into the country since the start. We’ve experienced increased footfall in our stores across the UAE which helped in increasing sales, especially during the weekends. We accommodated the rising footfall by allocating our resources wisely thereby ensuring that our customers continued to enjoy a heightened in-store experience. The special product assortments and offers that were rolled out for the DSS season have also aided in driving sales. So far we’ve had an increase on average by 10% with sales peaking at 16% in many of our stores in Dubai and surrounding emirates during the weekends.”
Wojooh footfall increases by over 190 % at Friday Surprise
Stelios Skordalakis, Wojooh Regional Head of Retail, said: “Wojooh’s participation with DSS this year was great! During the Friday Surprise of DSS we hosted our very own Wojooh Beauty Surprises. Not only did we double our sales of the day but our footfall increased by over 190%! The energy in the store was amazing, with many beauty lovers from all over the UAE who came over to the store to pick up their favorite beauty products for the summer – with an incredible deal of 70% off. Wojooh has always had a great relationship with its UAE clients, and this weekend was proof of that!”
Dubai Shopping Malls Group
Majid Al Ghurair, Chairman, Dubai Shopping Malls Group, said: “The retail sector is heading in the right direction and is gaining momentum especially with the 6 weeks of DSS sales and promotions similar to our ‘Shop, Win & Drive’ promotion sparking interest among residents and tourist in Dubai. The Dubai Shopping Malls Group promotion has ensured an increase in footfall at the participating malls.”
Nasser Rafi, Chief Executive Officer of Emaar Malls, said: “Emaar Malls continues to see strong footfall across our portfolio underlining the popularity of Dubai Summer Surprises (DSS) among residents and tourists. In addition to robust sales at the retail outlets, visitors are also enjoying a range of DSS activities such as The Sales Exhibit at The Dubai Mall and the Giant Ball Pit at Dubai Marina Mall – which appeal to families and delight children and adults alike.
“The participation of our retailers in DSS promotions at Emaar Malls has been tremendous, with a wide range of special offers spurring sales, and delivering outstanding value for our visitors. The entertainment activities are an additional incentive for them to visit the malls during the summer. Now at the half-way mark, we look forward to continued success throughout the rest of the 2017 edition of DSS, as we welcome tourists and residents to take advantage of the event that adds tremendous value to Dubai’s retail sector.”
Omar Khoory, Managing Director, Nakheel Malls, said: “Nakheel Malls is delighted to reinforce its commitment to DFRE as a strategic partner for Dubai Summer Surprises 2017 – a key event in Dubai’s retail calendar. Halfway through the festival, we’re pleased to report an overwhelming response to the huge range of family entertainment, activities and attractions on offer at Ibn Battuta Mall and Dragon Mart. As DSS gathers pace during the next three weeks, so does our exciting line-up of live shows, interactive workshops and prize-giveways, and we look forward to welcoming more UAE residents and tourists to Ibn Battuta and Dragon Mart between now and the end of this ever-popular shopping event.”
Michel Ayat, CEO Arabian Automobiles Company (AAC), flagship company of AW Rostamani Group and the exclusive dealer for Nissan, INFINITI and Renault in Dubai, Sharjah and the Northern Emirates, said: “Arabian Automobiles is proud to contribute to this annual fiesta, which allows brands to develop closer relationships with their customers. Dubai Summer Surprises (DSS) gives the opportunity to identify our loyal customers and establish relationships with first time buyers.
Our partnership with DSS has been unique for our company, especially during this year, where we’ve seen new buyers turn into brand enthusiasts and welcomed the return of our customers that have supported us for years.We are proud of our long-lasting partnership with Dubai Festivals and Retail Establishment which aims to further promote Dubai’s attractiveness as a favourite tourist destination. In continuing our partnership with DSS, Arabian Automobiles invites buyers to visit our showrooms and experience the Nissan, INFINITI and Renault lineup firsthand”.
H.E. Saif Humaid Al Falasi, Group CEO, ENOC, said: “The Dubai Summer Surprises continues to set new milestones every year. This year’s edition has provided residents and tourists with an enhanced entertainment and shopping experience for family members of all age groups. Our strategic partnership with DSS goes a long way and we are honoured to be a part of one of the region’s leading shopping and leisure attractions.”
Dr Ahmed Bin Ali, Senior Vice President, Corporate Communications, Etisalat Group, said: “Etisalat takes pride in partnering with Dubai Festivals and Retail Establishment (DFRE) for this summer festival that plays a crucial role in boosting the retail and tourism sectors, the two key drivers of Dubai’s economic growth. Visitors from across the world are able to enjoy all the special packages and our wide portfolio of services and offers, giving them a memorable experience of the event. Etisalat’s participation at DSS also gives us an opportunity to be a part of the social and cultural activities held across the city, enabling us to entertain our customers. DSS also has one of the best line-up of events and activities including the highest number of retail promotions for the summer season. We look forward to similar innovative entertainment and promotions until the end of the season.”