ZOOM - Super Brands

Dubai Metro, the world’s longest driverless urban
rail network.
Over the last three years, ZOOM has evolved
into various standalone formats designed for
commercial and residential areas. There are
currently more than twenty in strategic locations.
ZOOM has developed extensively over the
years, from being a convenience store inside
ENOC/EPPCO stations, to being standalones.
Today, their large format ZOOM markets compete
with supermarkets. The smaller ZOOM Mart and
ZOOM C – Stores have set new standards for
neighbourhood groceries.
PRODUCT
MARKET
ENOC Retail – through its original marketing arm,
EPPCO, pioneered the UAE convenience store
market when it introduced its Mini Marts in Dubai
and the Northern Emirates in 1988.
In 2009, ENOC Retail unified its convenience
store brands with the launch of ZOOM. Anchored
on its promise of “Happy Shopping on the
Move”, ZOOM pledges to make life easier for
its customers with a greater range of fresh and
packaged products made easily accessible in a
cleaner, brighter and more welcoming environment.
A main destination at ENOC/EPPCO service
stations, ZOOM is also the exclusive convenience
store of the Dubai Metro, the world’s longest
driverless urban rail network. ZOOM also comes
in the large format ZOOM Market, the smaller
ZOOM Mart and ZOOM Kiosk.
All formats feature ZOOM’s private label
products - Belhana for food and The Everyday
Company for non-food items – that promise
quality and value for money.
Banking on its reputation as convenience retailing
experts for more than two decades, these 24-hour
stores deliver professional service and high quality
products in readily accessible, clean and modern
settings with adequate parking.
As a one-stop-shop, ZOOM offers fresh
and packaged food, hot and cold beverages,
confectioneries, groceries, health and beauty
products, newspapers and snacks. There are
automated teller machines, phone cards, Salik cards,
mobile phone accessories, DVDs, and more - as
well as utility and credit card payment services.
To further make it a “destination of choice”,
ZOOM sells a selection of directly imported
gums, mints, candies, snacks, frozen foods and food
service products that have high equity but no
regional representation.
ZOOMs in ENOC/EPPCO service stations in
Dubai serve around 46 million customers per year
or 125,000 customers daily producing revenues
of some US$ 278 million each year. There are
currently over 170 Zoom stores in operation
which the company hopes to increase to 500
stores by 2019.
Customer focus is key to
the business and ZOOM offer
services which are testified to
be of genuine quality by their
customers; their customers
also perceive their products to
be of value for the money that
they spend.
Besides ZOOM’s strong
emphasis on servicing, they are
equally sincere in conducting
the business keeping their
social responsibilities to be
of paramount importance
(adhering to key corporate philosophy)
It is not without reason that their customers are
willing to recommend their name more than the
competition.
The company strives to grow more, not only in
the UAE, but to be a regional player in the MENA
region. There are stores already open in Bahrain
and Saudi Arabia and more stores will open in
Saudi Arabia in the medium term. In addition to
stores wholly owned and operated by ENOC retail
there are also franchise opportunities available
which will further help the brand’s expansion.
ACHIEVEMENTS
Despite being a young brand, ZOOM has already
been recognised in major international and local
retail and C-Store awards competitions:
ZOOM Metro was named Best Store Design in
the 2012 InRETAIL Summit and ZOOM Market
was awarded Most Admired Retailer of the Year
– Food and Grocery in the 2012 and 2014 Retail
Middle East Awards.
ZOOM Metro and ZOOM Market were also
shortlisted finalists of the 2012 and 2013 Insight
NACS International Convenience Retailer of the
Year competitions, respectively, where the brand
competed against the world’s best in class.
ZOOM has also been named as a Superbrand for
2012, 2013, 2014 and 2015.
The business has implemented multiple
international standards and achieved recognition
and certification to ISO 9001 for Quality
ZOOM use their initiative to make their customers’
lives easier from the moment they drive into the
forecourt. They are helpful and actively seek new
ways to improve their customer experience. They
do this by solving problems and talking to one
another to make sure they offer the best solutions.
By addressing the varying needs of the customer,
they respond quickly to changes in the market
conditions.
Everything ZOOM do should be easy to
understand for their staff and their customers. Their
breadth of product is clearly presented, their offers
are straightforward and their pricing transparent.
Their store layouts are also designed to ease the
flow of traffic around the store.
ZOOM listen to their customers before talking
to them. Their relationship with their customers
is strong because they understand their needs.
They design their products and services ahead of
Management, ISO 14001 for Environment
Management and OHSAS 18001 for Occupational
Health and Safety. Additionally, the business also
subscribes to ISO 10002 standard for Customer
Satisfaction and Complaints Management and ISO
31000 standard for Risk Management, as well as
HACCP certification for its Pronto section.
ZOOM can claim many “firsts” to its name:
First convenience store to open at Dubai Metro.
First to expand out of petrol stations under several
standalone formats - ZOOM Market (self-serve
supermarket), ZOOM Mart (grocery shop), and
ZOOM convenience.
First petroleum station-based convenience store to
create and sell private labels (Belhana for food and
The Everyday Company for non-food items).
First retailer to sell event tickets.
First retailer to sign an agreement with AMScreen,
the largest digital operator in the world, to put up
digital screens on site for advertising.
First to get HACCP certification for its fresh food
service (Pronto).
First to launch a pre-paid gift card category.
First to offer Forecourt ordering.
HISTORY
ENOC Retail, through EPPCO service stations,
started convenience retailing in the UAE with its
MiniMarts in 1988. In 1995, EPPCO improved its
C-Store offer with the bigger StarMart format in
larger sites and with the launch of ENOC service
stations, in 2000, Aqua was created to match the
StarMart concept.
In 2009, ENOC Retail moved to unify its
convenience store brands (MiniMart, StarMart and
Aqua) with the launch of ZOOM.
ZOOM is also the main convenience store of the
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PROMOTION
ZOOM use the full range
of media to promote the
brand. These include:
Print media
- Magazines (RetailME. trade
publications )
- Daily newspapers (Gulf
news, Khaleej Times, Al
Bayan, Al Khaleej)
Out Of Home
- Lamp posts, mupis,
megacoms
Radio Ads
- Virgin Radio, Al Arabia,
Hum FM, Tag 91.1
CSR Activities
CSR is very important to
ZOOM.
For their ‘Human Fuel’
initiative, they have
partnered with the United
Nations World Food
Programme (WFP) and
Dubai Charity Association
to raise funds to support
in their concerted efforts
to address global hunger
and improve the lives of
underprivileged people.
proposition.
l Integrating all the elements of conventional and
modern retailing to serve customers with a smile.
The ZOOM brand property is their smile. Within
the ZOOM logo itself, there is a smile.
The support strapline is “happy shopping on the
move” which is the brand’s statement.
the competition because they are up to date with
customer trends. Highlighting their commitment
to their customers, they have created a reward
scheme to give something back.
ZOOM has a happy, warm and approachable
personality, especially in their front of house
staff. Their friendliness should not be confused
with being relaxed or laid-back; they are very
professional, efficient and helpful. They understand
that the most important person is always the
customer.
RECENT DEVELOPMENTS
In line with its policy of continuous improvement
ZOOM has recently enhanced the stores with the
butchery and the extension of the deli counter
along with the vegetables range.
In the first two months of 2015 ZOOM have
opened three new stores, two of them in Dubai
and one in Bahrain. Across the region ZOOM open
an average of three new stores a month. Al Adrees
based in Saudi Arabia, will expand the ZOOM
network into Saudi Arabia by opening 400 more
ZOOM stores.
ZOOM now proudly serve Starbucks coffee at
46 locations of Zoom/Pronto with twenty more
planned for this year.
No Tobacco Day – May 31st, every year.
Tobaccos are removed from all stores and do not
sell any.
Ramadan – Give away of water and dates during
Iftar times
Ramadan – Give spaces to Charity organisations
Things you didn’t know about
ZOOM
Social media marketing/promotions
ZOOM also communicate with their customers via
social media channels such as Facebook, Instagram,
and Twitter to announce current promotions.
BRAND VALUES
ZOOM’s promise is to make life easier for their
customers. They are open seven days a week and
are there to serve them. Their network of stores
is so extensive that there’s bound to be one near
you. At ZOOM you’ll find a great range of fresh
and packaged products, made easily accessible
throughout their clean, bright stores. Their friendly,
helpful staff is on hand to assist you and enable
swift transactions.
The ZOOM brand philosophy is defined by four
key pillars:
l Putting the customer first and addressing
customer appeal.
l Motivating and empowering staff.
l Ensuring a solid plan to support the value
First three stores of ZOOM were opened in the
Metro. Fitted out and constructed in seventeen
days, with shell and core (usually takes 120 days to
open).
l ZOOM has more than 2,500 staff from eight
nationalities.
l ZOOM sells 42,000 croissants a week.
l ZOOM sells 1.5 million bananas a year.
l 99% of ZOOM outlets are open 24/7.
l Serves more than 46 million happy customers a
year.
l First retailer to distribute free dates and water
during Iftar, in Ramadan.
l Apart from regular products, ZOOM has
successfully sold generators, iPads, cameras, vacuum
cleaners, firewood, etc.
l Fastest growing convenience store in the region.
l Customers now call themselves ZOOMers.
l