Inside Aswaaq

Fresh tactics to engage shoppers could position Aswaaq at the controls of revitalising Dubai's increasingly competitive supermarket landscape.

After shouting off the rooftops about its plans to provide essential commodities and services at fair prices at what is tipped to become the UAE's biggest retail project, the pressure was on Aswaaq for its Nad Al Hamr debut.

And the 1500m² store filled with 17,000 SKUs has certainly delivered on its promises since its doors swung open in October, with a string of surprises to boot. Global sourcing, technological ‘firsts' and in-store display innovations have already prompted encouraging sales and feedback from shoppers, according to Eric Poiret, COO, Aswaaq.

According to Poiret, the investment in the speciality foods and fresh produce areas has evoked the souk-like atmosphere "in a disciplined way, balanced between authenticity and modernity," with the unique presentations differentiating the store from other supermarkets in Dubai and resulting in strong sales of fruit and vegetables.

The modern edge has been achieved with electronic price labels, which he claims are another ‘first' for the market.

Hydroponics, a method of growing plants using mineral nutrient solutions without soil by using running water, has been implemented for the store's range of herbs, while the fresh section of the store also features a significant range of pre-packed products for convenience, such as melons, pineapples, watermelons and fruit salads.

"One of the intentions of Aswaaq's launch was to be fair with price, and when we are selling onions at AED 1 per kg and tomatoes at half the price of the market in addition to permanent promotions, it's clear we are really slashing the prices," Poiret says.

The in-house bakery has been developed to meet the customers' profiles in Nad Al Hamar, with the Arabic oven responding to the high number of UAE nationals living in the area.

"We wanted to develop the street market ambience so we needed to create a show at the bakery and we are working towards HACCP certification," he says.

In a bid to focus on nutritional products, the company has joined forces with Right Bite to offer a wide range in the bakery and delicatessen. Across the store, from the traditional-style butchery to the fishmonger, the store has "done far better than the competition when it comes to employing UAE nationals, 25% of staff are UAE nationals," Poiret claims.

In its bid to serve a multitude of nationalities, products have been sourced from "Europe, Asia, the UK, the US, all parts of the world, in order to serve every single customer".

"In this catchment area, around Nad Al Namr, there is Rashidiya with competitors and we are not far from HyperPanda at Dubai Festival City. Saturday is our best day for business," he says. Committed to customer safety, the store features screens on which customers can check the temperatures of the chillers, whilst area around which the fishmonger works is protected by state-of-the-art technology that captures odours and bacteria, and "we are only retailer in the UAE to have this green light installed".

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