One of the largest private business groups in the UAE, the Al Batha Group of Sharjah, has taken a positive step into retail business.

The Group has launched E-City, dubbed as ‘the first super-speciality electronics store in the Middle East’ at Wafi, the up market mall in Dubai.

So what’s the store all about? ‘E-City is a concept whose time has come,’ according to Mr Mueez Rahman, Chief Operating Officer, E-City. ‘There’s a need to offer the precise brands, products and models the customers need. The E-City concept understands that and offers customers only world class brands across a wide range of products.’

On what makes E-City the ‘first super-speciality electronics store in the Middle East’, Mr Rahman has an elaborate answer: ‘In today’s times, just selling the latest gadgets and appliances is not enough. The customer expects a complete electronics experience, including servicing and maintenance. This is where E-City’s Service Squad comes in.’

‘Our Service Squad is the only one of its kind in the entire Middle East,’ points out Mr Rahman. ‘The Squad is available to service any gadget or appliance purchased anywhere. Because most people don’t know what to do when their laptop stops working. Or when you buy a mobile handset abroad. The gadget gets locked or something goes wrong - what do you do? Call E-City Service Squad.’

The ServiceSquad, in fact, is a much-needed offering sorely missed by customers. They clearly go beyond brief and make like easy for you. For example, they not only install your television set but also connect it to your existing home theatre and ensure that the entire orchestra works to your fullest satisfaction.

‘This is the very basis of our positioning - The Store With More,’ continues Mr Rahman. ‘It’s the extra that we give customers. More world class brands. More bargains and offers. More care and courtesy. Plus value add-ons like ServiceSquad. So customers get a complete 360-degree solution as far as electronics are concerned.’

‘Our choice of Wafi was a result of a lot of research,’ says Mr Rahman, when quizzed on the venue of the store. ‘Wafi gets only quality footfalls. The visitors here are serious shoppers, not casual onlookers. And because it’s a niche mall, the percentage of genuine buyers is high.’

The store opening promises to be an elaborate affair. Says Mr Rahman: ‘We kick off with the E-City Extravaganza, a three-day program with live music, a top DJ, famous traditional dancers, clowns, face painting, henna, and popular RJs beaming live from the store. Plus we have ‘visit, experience, win’ - any visitor to the store can win a complete range of electronics. No purchase needed!’

Al Batha, the Group behind E-City, is one of the most well known business names in all emirates. The Group has substantial business interests in a variety of sectors and enjoys a great reputation in manufacturing, services and trading circles. Al Batha’s latest venture, E-City, has ambitious plans to open at the Mall of the Emirates and in Abu Dhabi. All of which is bound to boost local sentiment and inject fresh enthusiasm into the retail segment.

(Published on http://www.ameinfo.com on March 03 - 2009)