In recent weeks, the country's retail sector has seen noticeable competition between physical stores and online platforms, coinciding with the launch of extensive discount campaigns exceeding 50% as part of the global '11-11' sales event, known in some markets as 'Singles' Day'.
Consumers interviewed by 'Emirates Today' stated that this year's '11-11' discounts were distinguished by unprecedented initiatives compared to previous years. Key features included the early launch of promotions, an expanded scope, and the inclusion of new product categories not previously covered by discounts. Additionally, major retailers and electronics companies participated.
They also noted that some outlets and platforms did not limit themselves to traditional discounts but offered additional benefits, such as exclusive discounts for using specific bank cards under prior agreements with banks, along with installment plans for purchases.
Retail and electronics specialists reported that electronic devices account for the largest share of discounts, seeing unprecedented growth. They anticipate significant growth in the country's retail sales.
Details
Consumer Ahmed Jamal mentioned that many e-commerce platforms and traditional stores proactively launched discounts for the global '11-11' sale, covering a wide range of categories, especially electronics. He noted that this year's promotions were unprecedented in terms of the scale of participation and product diversity, with new outlets joining the sale that were not previously accustomed to participating in such seasonal events.
Consumer Osama Said stated that local markets experienced high competition between platforms and stores, which offered extended discounts ranging from 20% to over 50%. He added that the expansion of participation from new stores and platforms in the local market, which were not previously involved in such discounts, contributed to boosting the volume of sales and increasing competition among different brands.
Consumer Youssef Magdy mentioned that the current '11-11' offers were not limited to direct discounts but also included additional benefits, such as special offers for holders of certain bank cards and the availability of convenient installment plans for purchases, which increased the attractiveness of the offers and encouraged significant consumer spending.
Fierce Competition
On his part, Dipesh Vishal, sales manager of a retail chain, confirmed that local markets are currently experiencing fierce competition between platforms and stores to attract the maximum number of consumers and increase market shares during the 'Singles' Day' season or '11-11' promotions. He pointed out that electronic devices capture the largest share of discounts.
He explained that this high level of competition has encouraged new platforms and stores to join the promotions, along with offering new products not previously available in discounts, which positively impacts the country's retail sector by boosting sales with high rates. It is expected that the offers will continue in some stores beyond the event.
Diverse Products
In turn, Vikas Chada, CEO of electronics company 'Jumbo', stated that the company launched discounts through its outlets and online platforms for the '11-11' season, with discounts of up to 50% on diverse products such as mobile phones, computers, televisions, home appliances, wearable smart devices, and accessories.
He added that the outlets also featured offers for installment purchases and provided discounts for users of certain credit cards when purchasing under agreements with some banks.
Boosting Sales
In the same context, Joomana Karam, Marketing Head for Acer in the Middle East and Africa, mentioned that the company offered discount promotions for the '11-11' season, including diverse products like laptops, monitors, and gaming accessories, with discount rates ranging from 10% to 40%. She highlighted that these promotions are set to boost sales in the country's markets in the current year's fourth quarter.
Furthermore, Nilesh Raju, Development Manager of an e-commerce platform, stated that this year's '11-11' discounts were characterized by significant expansion in terms of the number of participating platforms and stores and the diversity of products covered by the offers. He confirmed that this occasion has become a primary driver for increasing market shares and raising the level of competition in the local retail sector.
