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Digital preparedness boosts Casa Milano

Staff Report/Dubai
Filed on October 17, 2020 | Last updated on October 17, 2020 at 10.55 pm
Azhar Sajan says Casa Milano proved its mettle in the first year itself despite the pandemic.

(Supplied photo)

Director Azhar Sajan says Covid-19 couldn't dampen country's resilient spirit; though construction activity slowed down, it never stopped

Casa Milano, the UAE's premier luxury sanitaryware retailer, had just opened its doors when the Covid-19 pandemic stuck. Businesses shuttered across the world as countries went into lockdowns and work from home became the new normal.

That touched off a new philosophy at the fledgling Casa Milano whose sales dipped in the first month of Covid. The team quickly brainstormed how to make use of the adversity while respecting all protocols.

"With movements restricted and people unable to travel abroad, we strategised how we could help improve the ambience of their residences which they now called home, office, theatre and playground," said director Azhar Sajan as Casa Milano celebrated its first anniversary.

"When the entire UAE was shut, we realised we need to be digitally-sounder to showcase our offerings. Yes, the sales were down but we were determined to pull through. We took it as the first of the many challenges that we may have to surmount. In line with the UAE's vision to fight every challenge and bounce back, Casa Milano too succeeded in overcoming the challenges posed by Covid."

"It will generally take at least three years for a business to get a foothold or break even, but Casa Milano proved its mettle in the first year itself despite the pandemic," he added.

"The first step I took after Casa Milano opened was to reach out to our potential customers through different digital mediums like Facebook, Instagram, LinkedIn and online and print media."

"So, when the chips were down during the pandemic, we were already on the digital platform. Covid-19 gave people an opportunity to modify their homes to meet the new needs brought on by the lockdown," says Sajan.

"The farsightedness of our team played a great role in this success. While Covid-19 impacted a lot of businesses, what made us different was that we had kept certain levels of stocks.  We did not stop our imports even though the showroom was closed for a month, which helped us to serve our customers as soon as businesses reopened."

Sajan says Covid-19 couldn't dampen the country's resilient spirit. Though the construction activity slowed down, it never stopped. "Our outdoor sales team reached out to construction sites with products specified by their consultants."

"Dealing in luxury merchandise is like selling dreams, and my goal is to fulfill the dreams of all our clients," says Sajan.

- business@khaleejtimes.com



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