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Mon 4 Feb 2008 04:00 AM

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‘Work of art’ is tipped to regenerate Riyadh

Al Sadhan's new hypermarket has prompted plans to boost training and recruitment of young nationals.

Saudi Arabia's Al Sadhan Trading will increase job opportunities and provide training for locals, as part of its ambition to have a full-blown presence across Riyadh.

"Al Sadhan represents the hope of a bright future for young people in Saudi Arabia, and insists on being in the lead of those calling for a society with strong moral and religious commitment," said deputy GM Mazen Al Salih.

In a bid to confirm its "commitment to serve the Saudi community", the chain's eight hypermarket will open in Suleimanya next month, "a very promising location in a heavily populated area with a residential mix of families from middle to high incomes."

"The structure of the building itself is a statement of commitment and service, it is a work of art, located on Mousa Ben Naseer Street, a prominent and fast developing location."

"This mega project will develop the social and business commerce in the Suleimania District, which is considered one of the prominent places in Riyadh."

Backed by a 3000-strong workforce across its hypermarkets, the company intends to promote its new opening with an "exhaustive" advertising campaign.

The project will hit 50,000 m² spread over four floors, two of which will offer 700 parking spaces.

Tough competition between the big supermarkets has tightened the chain's private label strategy set to reach all grocery categories, and stepped up its Always Lowest Prices positioning.

The latest hypermarket boasts 10,000 m² of retail space, capitalising on its one-stop mantra to stock everything from baked products, fresh vegetables to trendy garments and a food court.

Al Salih said the store has been designed according to key components and will feature more than 50,000 SKUs, to "serve the entire community of locals and expatriates, who are in need of a wide variety of guaranteed quality items at very affordable costs."

‘Shop-ability' will be ensured through wide aisles, huge signage and easily navigable displays, ‘speed to market' will involve constant replenishment of fresh items, and ‘retailtainment' will come in the form of promotions on digital screens.

The company opened three hypermarkets in 2007, and Al Salih said NPDs and one-stop shopping convenience have allowed it to stand apart in the market.

He revealed future plans include store revamps, upgrades to IT and logistics, and the development of customer service initiatives.

"We are developing methods for our customer relationship programs, such as loyalty card schemes which provide discounts and enable better targeting."

The chain reported sales and footfall hit record levels during its Winter Mega Sale, which ran until January 7 and offered up to 50% off items."

"Sales doubled and trebled at certain outlets, and prompted, "trust and bonding with our loyal and prospective customers."

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