Storebites is the Leo Burnett Arc newsletter of top in store innovations from around the region.

2. Content
 Executive Summary
 Shopper behaviour in the news
 Industry news
 Best in store
 HFS – High Frequency Stores
 Hypermarkets
 Lulu Hypermarket
 Geant
 Panda
 Carrefour
 City Center
 Union Coop
 Gas Stations
 Eppco & Enoc
 Emarat
 Meed
 Pharmacies
 Boots

3. Executive Summary
Looking back on the second quarter of 2010, it was definitely the quarter of „World Cup
Mania‟. It seemed that every brand somehow had saved its in-store budget and wanted
a piece of the action.
Some brought football fields to the store while others pushed their claims to the
forefront, a clear acknowledgement that the shopper needs to be wooed all over again
when put in front of competing brands.
Similar the previous quarter, we‟re seeing less innovation in terms of design, but a lot
more examples of full roll outs and experiences that invite shoppers to spend time with
brands.
As the retail engagement practice gains popularity, we anticipate more support from
retailers, advances in technology and tighter integration of campaigns through-the-line.
For now we go from the World Cup season to the Ramadan season, and hopefully
towards multi-channel shopper marketing. Interesting developments ahead we‟re sure!

4. Shopper Behaviour in the news
Online shopping catching on with Saudis
Saudi consumers fed up with the low quality of products and seasonal price
increases on items that are traditionally purchased before and during Ramadan and
Eid Al-Fitr are opting to buy earlier and online.
"I have already ordered some appliances needed for Ramadan cooking and clothing
for my children as well as some Eid gifts from online shopping sites based in the US
and Europe," said Renad Bassam, a 28-year-old mother of two.
According to a survey carried out by the Arab Advisor's Group, online shopping in
the Kingdom has really been catching on with SR12.3 billion ($3.28 billion) being
spent by online Saudi shoppers in 2008.
The survey also showed that 3.5 million people, or 48 percent of the total Internet
user base in the country, have purchased products or services online; 41 percent of
these shoppers made these purchases using credit cards.
Zawya.com, 31/07/2010

5. Industry news
CARREFOUR UAE opens in-store pharmacies
Carrefour has opened an in-store pharmacy in Carrefour Deira City Center, Dubai in
partnership with UAE pharmacy chain BinSina Pharmacy. The pharmacy, which
offers comprehensive pharmacy services, occupies 1,200 square feet. It is the
second pharmacy outlet to be incorporated in the Carrefour chain in the Middle
East, after the one that was opened in Carrefour Mall of Emirates.
Planet Retail, 22/04/2010
EMKE Group to open 5 new Lulu stores in Oman
UAE-based retailer EMKE Group has said it plans to open five new Lulu stores worth
Dhs900m in Oman in 2010. The new stores will be located in Wadi Kabir, Khaborah,
Khasab, Salalah and Nizwa. The group already has six stores in Boushar, Darsait,
Barkha, Sohar, Al Seeb and Salalah.
AME Info, 28/04/2010

6. Hershey's Chocolate World opens store in Dubai
North America's largest chocolate manufacturer, Hershey's has announced the
appointment of “Retail Is Detail” to open its first Middle East Hershey's Chocolate
World store at The Dubai Mall. Retail Is Detail has signed exclusively with Hershey's
for the expansion and franchise rights of Hershey's Chocolate World in the Middle
East and South East Asia. The company plans to launch more Hershey's Chocolate
World concept stores in both continents within the coming months.
AME Info, 3/07/10
WHITBREAD Costa Coffee looks to Middle East expansion
Whitbread-owned Costa Coffee has earmarked the Middle East as a “critical” area for
growth, according to reports in local press. The chain currently has 228 outlets in the
region and saw year-on-year sales increase 20% in Saudi Arabia.
Managing Director John Derkach said: “The Middle East is absolutely critical to Costa
and certainly critical to our international growth ambitions.” Derkach added: “We‟ve got
just over 30 stores in Saudi now and we‟re growing our like-for-like sales there at over
20% per year. That gives us strong encouragement to move on with our franchise
partner and open more stores.”
Retail Planet, 6/07/10

7. SUBWAY to open 100th UAE outlet
US-based sandwich chain Subway plans to open its 100th outlet in the UAE by the end
of July, according to reports in local press. The company hopes to have over 115 outlets
in the country by the end of 2010.
Retail Planet, 8/07/10
Panasonic 3D TV to launch in Saudi
Alesayi Electronics, the sole distributor of Panasonic in Saudi Arabia, is to introduce the
new 50-inch VIERA Plasma Full HD 3D television to the Kingdom. The TV, which will be
available with one of Panasonic's 3D eyewear, offers cross-talk reduction, crisp and
clear high quality moving pictures, enhanced luminance efficiency and improved picture
quality even when viewing 2D content, the manufacturer said.
AME Info, 15/07/2010

8. Zawya to open convenience stores
Shops will offer 24-hour customer hotline, online and phone shopping with delivery
services
Dubai Zawya, a new chain of convenience stores, is set to open its first six outlets
across the UAE in the next quarter.
“These stores aim to be local convenience stores. The concept is popular
internationally and this city is still hungry for small stores. It looks like there‟s a big
scope for it in this part of the world,” Anil Verma, COO of Zawya Supermarket, a
division of the Al Ghurair group, told Gulf News.
The Zawya stores have ambitious plans to expand in the UAE with locations on
Shaikh Zayed Road, International City, Abu Hail and Emaar Business Park.
Verma said they are looking to open 90 outlets in the next five years across the region
and will also look into franchise possibilities.
The stores will also offer loyalty benefits and a delivery service where customers can
choose to order either by phone, in the shop or online. “What we‟re trying to bring to
the people is convenience. We‟re accomplishing this through professional home
delivery and offering a wide range of smaller stores that are conveniently located,”
said Verma.
Gulf News, 12/08/10

9. CHOITHRAM to expand with new format
UAE-based supermarket chain Choithram is set to almost double its number of
supermarkets across the country and will also open smaller neighborhood stores for the
first time. The group said it will add 19 new outlets to its portfolio of 27 stores across the
country. In the face of aggressive competition, Choithram has worked with a design
consultant to reinvent its image and come up with a new store format which is clean,
bright and uncluttered and more in line with the changing preferences in the region. The
group opened the first of its new smaller outlets earlier this month in Dubai‟s Jumeirah
Beach Residence.
Planet Retail, 21/06/10

10. Best in store
This quarter, our winning entry is successful for being a great idea, with simple
execution and distinctive design.
.
Considering people always look for some sort of object to reflect off after using tissue,
to make sure the job is done, Kleenex has just made our lives more practical by
providing a built in mirror on their packs.
The graphics chosen for this neat display cut through the clutter by using dark colors
to stand out against the typical bright displays found in store.

11. HFS
High Frequency Stores
(UAE)

12. This simple usage of the boxes the chips
were delivered in allows the shop-owner to
offer shoppers easy access to typical
impulse purchases.

13. Kellogg’s stacked neatly yet placed on the
top shelf; not very accessible to all shoppers.
Al-Ain water bottles displayed close
to the entrance of the shop.

14. (UAE)

15. Branding the entrance; it’s very catchy
because it’s very colorful and it’s the first
thing to see before you enter the mall.

16. At the entrance the sale signs are bigger than
the “kingdom of dreams” sign.

17. Yet despite all the entrance branding
there were floor stickers or banner ads
in the rest of the store!

18. (UAE)

19. Nintendo decided to take advantage of the
World Cup by promoting for their Wii Fit
Plus! They set a small football court in the
videogame aisle and placed a TV attached
to a Wii so people could try it.

20. Galaxy managed to get great
adjacency to canned foods
and beverages. Great for
impulse purchases!

21. Pringles took their above the line
campaign for the World Cup to
the store and brought it to life
with vibrant colors, distinctive
design and great location.
They also supported the effort by
buying great spaces for impulse
buys throughout the store.

22. (KSA)

23. ‘Private Label’
In KSA, the retailers currently available do not have the capacity to launch and
support private labels in the long run and still be competitive, at least not on the
scale we have witnessed in Europe and the United States.
Panda is one of the retailers in KSA that has come ready to adopt a whole range of products under
their umbrella. Their line includes:
Toilet paper  Tomato paste
 Whitening detergent  Cooking oil
 Laundry detergent  Beans
 Scented detergent  Shredded mozzarella
 Cream  Table salt
 Rice  Powder milk
 Tahini  Light bulbs/ Energy saving light bulbs
 Ketchup  Electrical appliances

28. Bambini launched a new product in the
Saudi market; a pure form of water,
ready to be added to baby food. It is well
packaged and sold at a premium price.
Bambini is the only brand that has water
for baby food preparation on shelves.

29. (UAE)

30. LG constructed a living room like stall that
made their consumers feel at home.
A TV stand with LG products on it, a table with
LG 3D glasses and a chair (not seen) with
surrounding speakers.

31. Snickers took a large spot area near the
chocolate aisle and constructed a bilingual goal
like stand attracting football fanatic fans.
Sony realized the FIFA build up and
consequently built a mini stadium displaying
its products and the brand’s love for football!

32. Cheerios leveraged the hype around the new
Shrek movie with a fully branded lama stand.
Tefal was semi successful in attracting
customers by installing a small a LCD screen
showcasing their many household products.

33. Crest got a prime location in the supermarket
and decided to go big!
A large display stand showing all their
products.

34. Nothing is better than having a promotion
where the consumers can win a CAR!
Pepsi did that in, and to encourage the
customers more, they put the car in Carrefour
and surrounded it with Pepsi cans (including
7up, Miranda and Pepsi Max)

35. The whole theme of this promotion is great,
since the way that the cans were distributed,
appears as a small hill; and the Toyota FJ is
well known as a strong 4 wheel drive.

36. (Kuwait)

37. Rexona teamed up with Clear and
enhanced the World Cup fever with a
football pitch display which also identified
it as a product intended for athletes and
sport junkies.
The unit in the middle was filled with free
samples .

38. Sunsilk had an impressive display which
could be seen from quite a distance due to
its striking size and vibrant colors. The
simple design also allowed the showcasing
of the product lines.
They boasted having the worlds 7 hair gurus;
“Co-created by the 7 best hair experts in the world” !

39. This colorful KDD display achieved great
standout amongst other drinks and gave
shoppers information with the built in
screen. Such displays are highly
disruptive in congested areas.

40. Pepsi, strikes again, and gave shoppers the
opportunity to win several prizes with this
display which included a Toyota FJ Cruiser.

41. Gillette Fusion Power used
die-cuts on their display to
attract shoppers. The vibrant
new colors identified the
product as something new from
the normal range of products
and displayed 3 easy steps to
shaving using their product line.

42. We always look for some sort of object to reflect off after using tissue.
Kleenex has just made our lives more practical by providing a built in mirror on their packs.
The graphics chosen for this neat display cut through the clutter by using dark colors to stand
out against the typical bright displays found in store.

43. (UAE)

44. Gillette set up a very blue and eye catching
stand at a prominent location which, however,
was cluttered up by numerous other
promotions going on.

45. Aquafresh attracted consumers by setting up a very colorful and bilingual stand situated in the
middle of the supermarket.

46. Panadol set up a dynamic and funky stall that
reminded consumers that its your moment to
do anything in life because Panadol works
twice as fast.

47. and
(UAE)

48. A new energy drink, Insomniya, chose
to think outside the box and develop
messaging to get shoppers to their
products.

49. (UAE)

50. Coca Cola made a smart promotion that included
a water bottle with every Coca Cola large bottle
bought. This promotion was put at the beginning
on the aisle so it caught customers’ attention.
Marlboro showed off its new Touch pack by
placing it right in front of the cashier in a premium
pack display.

51. (KSA)

52. The use of Mupis for in-store communication is new. Although the store is relatively small in size,
they have 4-5 backlit MUPI’s displayed on the walls for brands to communicate.

53. (UAE)

54. Pink, beautiful, attractive and personalized
to look like a girl’s dresser.
A very smart execution and its located
away from other make-up products so it
stands out more.

55. For any enquiries,
please contact any member of the team.