Content

Executive summary

Shopper behavior in the news

Industry news

Best in store

Hypermarkets Lulu Hypermarket (UAE)

Panda (KSA)

Carrefour (UAE)

City Center (Kuwait)

Union Coop (UAE)

Pharmacy Boots (UAE)

Executive summary

Looking back on 2010, and the work we saw in Q4 2010, it‟s fair to say we‟ve taken

giant steps from where we were just 12 months ago. We‟ve witnessed brilliant work

from every category, and not just from the big players. This shows us that the entire

marketing community is taking shoppers seriously, and this only brings out the best in

us.

This quarter‟s „best in class‟ shows clear intentions to tackle shopper barriers that go

past the generic „hypermarket visual clutter‟. Integrating research and strategy and

manifesting it in simple execution should be the name of the game in 2011 and moving

forward.

So, similarly to the entire marketplace, Storebites will also be stepping up its game!

We‟ll be launching a whole new format that should integrate more 1) content, 2)

analysis and 3) overall value for all readers.

Looking forward to more shopper marketing brilliance in 2011!

Shopper behavior in the news

Visa records significant jump in DSF spending

DUBAI – Shopping lovers took full advantage of the promotions available during this

year's Dubai Shopping Festival (DSF) as their spending witnessed a significant jump

compared to last year.

Visa, one of the world's leading electronic payments networks, revealed on Tuesday

that the total amount spent on internationally issued Visa cards in the UAE

recorded a 37% rise to USD 75 million during the first week of DSF, compared to

USD 55.7million spent during the same period last year.

zawya.com, 23/02/2011

CHOITHRAMS adds sustainability info to fish labels

Choithrams has become the first supermarket in the UAE to include information on

sustainability on its fish product labels. The group is taking part in the „Choose Wisely‟

awareness campaign, launched by the Emirates Wildlife Society and the World Wide

Fund for Nature and plans to color code and label fish in red, orange and green

categories to encourage customers to consider sustainability when shopping.

The campaign will begin with 12 of the group‟s 26 outlets and staff have been trained to

educate the public and encourage them to shop for the green varieties.

Planet Retail, 27/09/10

PANDA to be 100% owned by Savola

Saudi Arabian food producer Savola announced plans to increase its stake in retail

subsidiary Al-Aziza Panda United to 100%, through a share swap and cash deal. The

company, which currently owns a majority 92% share in Panda, has been gradually

increasing its shareholding over the past months in line with plans to give more focus to

the retail sector.

Planet Retail, 27/09/10

Industry news

CASINO Monoprix to open in Lebanon and Syria

Casino-owned Monoprix will be revisiting its collaboration with Lebanese company

Admic. Admic will become a franchisee for the group in Lebanon and Syria. The first

store opened in Damascus and a second will follow in Aleppo at the end of the month.

The agreement has been signed for a period of 10 years and Admic will open Monoprix

and Monop outlets. The chain has recently opened in Tunisia, Andorra and Mauritius

and will open in Qatar in 2011.

Planet Retail, 8/10/10

Industry news

EMKE Lulu to open six new hypermarkets in UAE

UAE-based Emke Group is to launch its eighth Lulu hypermarket in the UAE by the

end of this year and plans another five stores in the western regions to be opened by

the end of 2011. Managing Director Yusuffali MA said: “We are investing up to AED

700million (USD 190.54million) in setting up these hypermarkets as the consumer

base in the capital is increasing.” Under its „Achieve 100‟ expansion project Emke is

targeting 100 stores by the end of 2011, from 83 at present.

Planet Retail, 12/10/10

Nestle launches its biggest nutrition and health campaign in the Middle East

As part of its ongoing efforts to promote good nutrition and healthy living, Nestlé Middle

East has launched the “Eat Right Live Well” campaign – a region-wide initiative aimed

at empowering families to make healthier food choices through increased awareness of

good nutritional habits and practices.

The largest initiative of its kind launched by Nestlé in the Middle East yet, “Eat Right

Live Well” kicked off with a major promotional campaign by Nestlé at leading stores and

outlets throughout the UAE, Qatar, Bahrain, Oman, Kuwait, Jordan, Syria and Lebanon.

The promotion, under the main theme, “Win Your Way to Healthy Living”, provides

shoppers an opportunity to win valuable prizes designed to encourage them to embark

on a healthy lifestyle - such as diet packages, gym membership, Nintendo Wii Sports,

Polar watches, pedometers, and BMI calculator, among other items.

BI-ME, 14/11/2010

Industry news

Best in store

.Pampers‟ work in store really grabbed our attention this quarter. Their

execution clearly took into account shopper barriers stemming from the

novelty of their pack/product.

By using a simple display, they managed to reassure moms that this was

just as valuable a proposition (diaper count) all while demonstrating the

benefit of better design and technology (size).

Brilliant.

(UAE)

Lulu‟s promotional

area was dedicated to

the store‟s yearly

campaign: Lulu Live

for Free.

Huge banners and

posters dominated the

area, with palette

wraps specific to each

P&G brand

participating in the

campaign.

Ariel, Always,

Pampers and

Head & Shoulders

were among the

participating brands

in Lulu Live for

Free.

Afia olive oil had a very

eye-catching, heart-shaped

display unit in the G3G4

area of the store, which is in

line with the brand‟s claim.

Downy improved

their existing

stands from last

quarter with this

new design in

higher quality

material.

Fairy continued its

strong POS work with

simple die-cuts to grab

shoppers‟ attention.

(KSA)

To push their in-store “Buy

one, get one free”

campaign, Panda made

sure to get maximum

visibility at the end of every

aisle.

In an effort to get shoppers to understand

the details of their purchased products,

Gillette installed interactive shelf stoppers,

allowing them to get their hands on the

products.

Considering they are launching a thinner diaper, Pampers tackled the

possible issue of having moms confuse this thinner diaper with a smaller

pack count, by making sure their palette wrap displayed the improved

product, its benefit and the number of diapers in a pack.

(UAE)

Dove brought its “Damage Therapy”

campaign to the store, mimicking the

currently ongoing ATL campaign.

A great example of taking shopper

marketing beyond store borders,

Philadelphia Cream Cheese made sure

to give shoppers the opportunity to

notice the brand from a distance, even

before entering the store, reminding

them of the brand in case it wasn‟t on

their shopping list.

Barbie had a very

attractive display unit

in the promotional

area of the store,

almost guaranteeing all

little girls would include

one in their letter to

Santa.Famous chocolate brand

Lindt also joined in the

festive spirit by having a

big floor display by the

promotional area, and at

the end of the Christmas-

themed aisle.Nutella made sure it didn‟t go

unnoticed, replicating its iconic

jar.

(Kuwait)

Kinder used flashy colors and a unique

design to get kids to ask their mothers to

buy them Kinder chocolate.

Tang followed Nutella‟s lead and also leveraged

their iconic jar.

(UAE)

Interestingly, Activia and

Al Safi made sure to mention

their products were “Made in

the UAE”, considering the

product mix available on shelf.

(UAE)

By displaying some products hanging between

categories in a disruptive arrangement, Boots

made the most of its minimal shelf space to grab

shoppers‟ attention.

Although it might seem very

basic, putting highlighters on

price tags worth noticing,

with “Boots recommends”,

made the shopping

experience that much

simpler for shoppers.

For any enquiries,

please contact any member of the team.