Sean Connor, General Manager, Plug Ins
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Plug Ins, the leading multi-brand electronics and IT retailer in the UAE, has opened its first Abu Dhabi Apple shop-in-shop (SIS) concept zone at Marina Mall as demand for the US brand’s smartphone and tablet products in the UAE’s capital city continues to rise.
The opening of the brand-specific zone on March 28th follows the highly successful introduction of the same concept at Plug Ins’ flagship Dubai Festival City store late last year.
The Apple SIS concept emulates a typical mini Apple store environment featuring the large wooden counters for product displays, back-lit, wall-mounted Apple logos and the full gamut of Apple products, from the latest iPhone, iPad and iPod models to iMac, Macpro, Macair and the full Apple range of accessories.
“Apple products collectively make up close to 15 per cent of our total business and our investment in the concept zone is designed to provide our Apple-minded customers with a dedicated pre and after sales area that enhances the overall experience with the brand of their choice,” said Sean Connor, General Manager, Plug Ins.
“We also hope to further leverage the brand’s strong appeal amongst UAE consumers by integrating our SIS programme with additional related value-added benefits for our customers as we aim to grow Apple product sales by 30 to 40 per cent across the nation,” he added.
“Our Marina Mall SIS concept is the closest Abu Dhabi-based Apple fans can get to in terms of a brick and mortars Apple retail experience and we are very pleased to be the first retailer to offer this privilege to them.”
Plug Ins has also invested in special training of the sales associates who support the Apple SIS zones at Dubai Festival City and Marina Mall in order to equip them with the knowledge and expertise required to help them provide Apple product seekers with expert advise for their individual needs.
The Apple-trained associates form part of a Plug Ins programme designed to provide its customers with knowledgeable sales advisors across the various brands and product categories in line with the consumer electronics retailer’s strategy to differentiate from its competitors.
Plug Ins, is part of the Al-Futtaim Group, and beyond its three Abu Dhabi stores in Marina Mall and Al Wahda Mall its footprint extends to Dubai Mall, Dubai Festival City, Mall of the Emirates, Deira City Centre and Al Ghurair City. Designed around easy access shopping, the concept store at Dubai Festival City has recently received great response from consumers and is closely matched by the store at The Dubai Mall – which has the Metro Link opening right across offering enviable access.