Survey to boost retail performance

Imran Mojib, Special Correspondent

The UAE retail market is expected to become more customer-oriented as initiatives have been taken by a leading retail chain in the country to seriously look at customer behavior as well as their likes and dislikes.

AC Nielsen, the global marketing research organisation, has signed a contract with Al Madina Group of companies, which is running over 100 hypermarkets and supermarkets across the UAE. The international market research company will collect samples from various outlets of the group and report all grocery and retail purchases.

“AC Nielsen has very exhaustive market data of this region. They will compile our data and compare it with the overall market statistics, to give us the exact figures,” said Mohammed Ali, Operations Manager of Al Madina Group.  “Our objective is to have a clear space in the market. This exercise is to know better where do we stand. This verified data from a third party will be more accurate.”

Speaking to the Gulf Today, after launching a loyalty programme called ‘Maddy Rewards’ and a three-month promotional campaign at its stores in Dubai, Sharjah and Ajman, Ali said that the final report will inform the management where do they stand in various categories.

“The leading market researchers will also provide an insight on our position in various categories including branded products, electronics and grocery, as well as our overall market position. It will help us to improve strategy to further boost our position in those categories,” he added. The group is set to open 10 hypermarkets and eight community shopping malls across the UAE in the year 2020. Currently under-construction, some of the malls will open in the first quarter of 2020. The Group entered the Indian market with the opening of its first hypermarket in Bengaluru recently.