Jacky`s - Super Brands

MARKET
The Middle East is the fastest growing region in the
world in almost in all aspect, from F&B, tourism, real
estate to IT and consumer electronics. The growth
of consumer electronics market in the Middle East
and North Africa (MENA) region has resulted in
fierce competition among major industry players.
The industry has seen a positive trend in recent
years due to an increasingly tech-savvy population,
rise in tourism, and the introduction of innovative
lifestyle products by manufacturers. Smartphones,
tablets and smart TVs remain some of the most
popular products steering this industry boom.
Major manufacturers have done well
to cater to the consumer demand for
products which offer better connectivity,
higher performance and speed, and
greater quality. These products also offer
more convenience to suit the lifestyle
and individualized needs of each home.
As a result, sales of electronics have
grown by an estimated 12% in the UAE
during first half of 2013. The total sales
value now stands at Dh 13.9 billion.
Smartphones, tablets and smart TVs are
driving this growth.
Consequently, 2013 has been a
successful year for Jacky’s Electronics,
achieving an organic growth of 10% in
overall sales. The two editions of Gitex
Shopper have contributed well in the
overall growth of the company. Jacky’s
Electronics continued to be the top
retailer recording more than one and
half months’ worth of sales for Gitex
Shopper Spring Edition, and an increase
of 6% in sales for Gitex Shopper
Autumn Edition. Apart from these events, various
product launches, such as the Samsung Galaxy
S4, Galaxy Note 3, Apple iPhone 5s, iPad Air and
Sony PlayStation 4, during the year have also given
additional impetus to sales.
As a power retailer in the UAE, Jacky’s is
continuously using every platform to make the
electronics sector stronger. The use of various
consumer communication channels such as blogs,
insights, Twitter, Facebook, and other consumer
engagement initiatives contribute in strengthening
the sector. Currently, the active user rate on social
media pages is over 85% and as a pioneer in using
social media amongst its competitor, Jacky’s is able
to interact and engage with its customers on a
timely, personal and quick manner contributing to
its overall success.
ACHIEVEMENTS
Last year, Jacky’s bagged “EMEA Retailer Initiative of
the Year” at the EMEA Distree Channel Academy:
2013 Awards at the Salle des Etoiles held in
Monaco. Jacky’s was recognised for its powerful
sales performance at Gitex Shopper 2012. The
company’s ability to adapt well to driving sell-out
during promotional events such as Gitex Shopper,
54
backed by its comprehensive social media strategy
and fast reactions to price changes and innovative
purchase promotions contributed to its success at
the leading consumer retailer in Europe, Middle East
and Africa region.
The company also received the “Best Tech
Retail Store” at Tbreak Awards for its innovative
retail concepts, marketing initiatives and excellent
customer service along with its continuous growth
in its retail outlets.
In addition, Jacky’s was named “Best Customer
Service Initiatives”, during the second Reseller
Hot 50 Awards 2013. The award recognised the
company’s exceptional level of services of to its
loyal customers over the past twelve months. Jacky’s
has a dedicated Customer Service Supervisor who
oversees all dedicated customer service executives
responsible for receiving and immediately dealing
with any complaints across its outlets in the UAE.
Among the company’s customer service initiatives
also include the Device Protection Programme for
cracked screens and leakage; Extended Warranty
Program of up to four years; and Eco-Exchange
Programme for proper recycling of old gadgets and
electronic devices.
Jacky’s is also the only electronics company to be
awarded “Superbrand” status eight years in a row
by the UAE Superbrand Council.
HISTORY
Retailing in the UAE since 1988, Jacky’s Electronics,
the country’s leading multi-brand consumer
electronics retailer, celebrated its 25th anniversary
in 2013. It first opened its first retail showroom
in Deira, Dubai and since then has grown steadily
with key outlets across the UAE including Dubai,
Sharjah and Ajman. As one of UAE’s retailing
pioneers, Jacky’s has played a big role
in making the consumer electronics
industry one of the lucrative sectors
in the region. Its customer-friendly
approach has contributed in changing
the face of retail marketing for
electronics and home appliances in the
UAE.
Over the years, Jacky’s Electronics
has become the ultimate digital lifestyle
shopping destination, highlighting its
retail credo “My Kind of Place”, through
its dynamic and knowledgeable sales
team. In addition, all Jacky’s outlets are
innovative in showcasing leading-edge
products including photography, audio
and video, information and digital lifestyle
technology, office automation, small and
major appliances, personal items, and
mobile phones.
Constantly driving the evolution
of the retail concept, the company is
consistently offering consumer immersive
experience through seamless communication and
accessibility combining both offline and online tools
by using different social media platforms. Jacky’s was
among the pioneers in the local IT sector to use the
social media to interact and engage with customers.
PRODUCTS
Jacky’s Electronics is continuously working closely
with brands during new product launches
particularly around key events such as Gitex
Shopper, Dubai Shopping Festival and Dubai
Summer Surprise. Among the products that
continue to dominate in Jacky’s stores were tablets,
smartphones, TVs, laptops and digital cameras.
Nikon was the number one brand in the DSLR
category followed by Canon. Laptops continue to
become the volume driver for Jacky’s.
Additionally, Jacky’s also focused on developing
various segments including tourists, by designing
campaigns and theme promotions to attract
these segments during specific period such as
Chinese New Year, Navroz, Diwali, as well as
student activities in association with various UAE
universities.
RECENT DEVELOPMENTS
Jacky’s Electronics has been officially appointed
by Apply as Authorised Resellers. By creating this
awareness, the company not only managed to
better serve the interests of its customers but saw
many peers in the industry starting to adopt a
similar approach to grey goods.
The company has also entered into a franchise
agreement with Samsung Electronics, which aims
to bring more Samsung-branded retail outlets
in the country. Owned and managed by Jacky’s,
these Samsung-branded retail outlets shall host
the brand’s entire range of products. Among the
locations for these concept retail outlets include
Jacky’s stores at Mall of the Emirates, Deira City
Centre, Nasseriah My City Centre and Abu Dhabi’s
Khalidiyah Mall. The new Samsung stores are part of
a new company floated by the Group called Jacky’s
Retail LLC.
During Gitex Shopper 2013, Jacky’s launched its
very own customer-friendly scheme three-easy-step
shopping dubbed as “Select, Pay and Collect”. In the
first step, customers can “Select” the product they
want from dedicated category and product stands
where they can get a hands-on experience with
most products. The stands have been optimised to
ensure that displays are maximised and customers
will find sales people who are only focused on
selling.
In the “Pay” step, customers can proceed to any
of the 26 dedicated cashier sections across the halls
allowing customers for easier payments. During
the “Collect” stage, customers can proceed to
dedicated delivery points for TV, digital cameras,
mobile phones, tablets and notebooks where all
purchases and bundled products can be handed
over. This will ensure customers are free to walk
around the hall and pick up their goods only when
they decide to exit the venue.
BRAND VALUES
The name Jacky’s is associated with leadership,
reliability and quality as its core brand values. Such
values help Jacky’s position as a specialist retailer,
while also supporting its trading philosophy of giving
customers the widest possible access to brands and
products from the world at competitive prices.
Committed to its philosophy of providing
customer service second to none, the company
appointed a specialist Customer Service Supervisor
to take charge of customer service executives in all
Jacky’s Electronics outlets across the UAE. This is in
line with the company’s Quality Policy pledging to
serve customers from the heart by offering value
added products and services and for strengthening
the customer’s trust in Jacky’s as a brand. With
quality audits being carried out every quarter
and process measure reports being presented
to the Quality Initiatives Management Review
Board regularly, the customer service department
is constantly exceeding the benchmarks that it
created for itself.
Things you didn’t know about
Jacky’s
www.jackys.com
Jacky’s Electronics celebrated its 25th anniversary
as a retailer in the UAE in 2013.
l Jacky’s has been the number one retailer at
Gitex Shopper since 2007.
l Jacky’s Electronics is the only consumer
electronic retailer to be awarded “Superbrand”
status eight times in a row by the UAE Superbrand
Council.
l Jacky’s is the first electronics retailer to receive
ISO 10002 certification in the UAE.
l