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Sun 14 Dec 2008 04:00 AM

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High-tech shake-up in Dubai

New 'interactive retail' and infotainment concepts tested out by retail powerhouses Axiom, Plug-ins and Jacky's Electronics at The Dubai Mall.

New 'interactive retail' and infotainment concepts tested out by retail powerhouses Axiom, Plug-ins and Jacky's Electronics at The Dubai Mall.

The Dubai Mall has enticed homegrown mobile phone and consumer electronics retailers to open huge stores, flaunting new look additions.

Axiom Telecom's 2700ft² shop showcases more than 100 mobile phones and provides customers with an interactive retail experience."Our new flagship offer offers a brand new concept in mobile lifestyle solutions. Customers will be encouraged to interact with products through live demonstrations, expert consultation and experiential zones,' said Matthew Ramljak, Axiom Group's retail manager.

The distributor and retailer's store has been designed to focus on Photo, Music and Business areas, with the photos section for example allowing customers to download and print images from their phones via Bluebooth, while its Aftercare Service Station has two in-store technicians.

Plug-Ins, a member of Al-Futtaim Group, has unveiled its 350-brand inventory of consumer electronics, spanning 39,000ft².

"We knew we had a winner when we launched Plug-Ins a decade ago. Our determination to innovate has paid off handsomely. As one of the biggest anchor tenants at The Dubai Mall, we hope to match heightened consumer electronics shoppers' expectations with our customer experience and customer care business models," said Vishesh L Bhatia, group director - Electronics, Engineering & Technologies, Al-Futtaim Group.

Bhatia said the in-store design had provided the single destination for everything related to infotainment, range and services.

Jacky's Electronics has partnered with HP Middle East for its ‘HP Store-in-Store' concept on the mall's lower ground level. The company's first concept retail store in the region sells the entire portfolio of consumer offerings from personal computing to imaging and printing products.

"Jacky's main strategy is not only to be seen in the newest and upcoming malls in Dubai, but also to be associated with the world's largest and most prestigious technology companies such as HP," said Jimmy Patel, general manager, Jacky's Electronics.

Later last month the retailer unveiled another store on the second level, featuring a complete range of home appliances and digital gadgets, with the total investment for the two shops estimated to be AED 7.5 million (US $2.04 million).

"The two outlets at The Dubai Mall will give Jacky's a total of three stores in the Burj Dubai area, including the Souk Al Bahar outlet. The Burj Dubai area's growing population with its number of hotels and residential buildings in its vicinity makes it a more formidable area for retail business," he added.

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