Press Release

Last Updated: Thu, Oct 23 2014 | 3:10 PM |

Sharaf DG and Air Miles to begin 2013 strategic partnership

Posted: Monday, 31 December 2012 Company:

Country: United Arab Emirates

Industry Sector: LifeStyle


Description: Sharaf DG customers and over 1.3 million Air Miles members will usher in 2013 on a high thanks to a partnership between the region’s largest consumer electronics provider and the leading coalition loyalty programme.

Comments: Sharaf DG’s managing director, Yasser Sharaf, and Air Miles Middle East’s CEO, Mark Mortimer-Davies, today announced the collaboration where customers will be able to collect and spend Air Miles at all of Sharaf DG’s stores across the UAE and Bahrain from January 1, 2013.

“Launching a partnership with Sharaf DG is strategic for our programme as it means our members now have the widest choice, best value and trusted service on their entire electronic and accessories spend,” said Mark Mortimer-Davies. “With over 25,000 products from reputed international brands available at convenient locations in the UAE and Bahrain, the partnership provides a great opportunity for our members to earn and redeem Air Miles with Sharaf DG.”

Mr Mortimer-Davies added, “The electronics sector plays a vital role in a coalition loyalty programme in our region and collaborating with Sharaf DG - the region’s largest multi-brand electronic retailer - is testimony to our continuing efforts to enhance our member experience.”

Yasser Sharaf, explained what the collaboration means for Sharaf DG’s customers: “Air Miles is a great brand to associate with as it’s the best free-to-join multi-brand, multi-category loyalty programme, which rewards customers every time they shop. The number of partners and the range of categories is what excited us to partner with Air Miles. Both Air Miles and Sharaf DG are strong consumer brands and their coming together will be a big boost to our customers.

“In just seven years Sharaf DG has becoming a big brand thanks to the millions of customers who shop at our stores. This partnership with Air Miles will now enable us to offer a loyalty programme where customers can earn and redeem miles every time they shop with us. Air Miles will not only bring additional footfalls but will also help us understand our customers better through their vast experience in analysing consumer buying behaviours.”

Speaking about the regional consumer electronics industry, Yasser Sharaf added: “Consumer electronics is one of the fascinating categories in the Gulf region and we feel global brands and their products are making a huge difference to the way we live, work and enjoy. We’re upbeat about the industry and our expansion plans across the GCC affirms this belief, where the Air Miles relationship will definitely be a key differentiator from our competition.”

Sharaf DG has plans to open more stores in the UAE and has recently opened its second store in Bahrain, with further stores planned in Qatar.

Contact Details:

Contact number: 050 466 1368
Name: Ian Hainey

Details: About Air Miles Middle East

• AMME is the region’s largest loyalty programme and managed by Rewards Management Middle East, which is 60 per cent owned by Aimia, a global leader in loyalty management
• Air Miles Middle East has delivered over 760,000 rewarding experiences to its members since launching in 2001
• If you placed the 1.7 million issued air miles cards in the region side by side they would stretch from Dubai to Abu Dhabi (approximately 120km) Air Miles Middle East employs over 20 nationalities, helping the organisation really understand its multi-cultural membership
• Air Miles outlets are present in each of the top ten UAE malls

About Sharaf DG

• Sharaf DG, a part of the Sharaf Group, is a new concept in electronics retailing in the UAE, Bahrain and Oman conceived to meet the growing demands of the discerning customer
• The stores in Ibn Batutta Mall, Deira City Center, Times Square Center and Bahrain City Center are designed to international standards and is a benchmark in store sophistication and customer friendly design
• Sharaf DG is not just an electronics store, but a new lifestyle experience where customers can find the widest range of brands in the region across categories like Consumer Electronics, Home Entertainment, IT, Telecom, Home Appliances, Marine Electronics and much more
• Sharaf DG has also ventured out into other formats of shopping through its sub-brands: Sharaf DG4U and DG+
• While Sharaf DG4U stores are concept stores, smaller than the traditional large-scale ‘big box’ outlets and designed to stock only the fastest moving models across all electronic and IT product categories, DG+ boutiques on the other hand are chic and sophisticated stores catering to luxury
• Sharaf DG stores are currently operating in 22 locations and 2013 will see Sharaf DG covering the untapped markets by expanding their reach in the GCC

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