Offering the right mix

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Offering the right mix
Dr Suhail Al Bastaki, Director of Happiness and Marketing.

Union Coop continues to adopt a multi-channel experience to maintain consumer interest and engagement. Dr Suhail Al Bastaki, director of the company's happiness and marketing department, shares his insights

by

Farhana Chowdhury

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Published: Tue 31 Dec 2019, 9:40 AM

Last updated: Thu 2 Jan 2020, 11:55 AM

The rise of online stores or e-commerce stores was inevitable, which is why a smart business will always analyse, adapt and improvise with time - not only to survive, but to lead, according to Dr Bastaki, director of Happiness and Marketing Department at Union Coop. 
"At Union Coop, we have stressed on creating a multi-channel experience for our consumers of different age groups. For instance, a consumer can have the best shopping experience by visiting any of our branches in person, or shop on the move using the Union Coop smart app, or shop within the comfort of his/her couch through the Union Coop web store," he said.
The web store currently features over 30,000 food and non-food items, catering to more than 55,000 active users. As a part of Union Coop's efforts to stay updated on latest retail developments and managing consumer requirements, the marketplace is also being developed.
"To serve the consumers better, the Union Coop web store has established strategic partnerships with renowned digital markers such as Noon, El Grocer, Instashop, Dukkaani, Swan, etc. Moreover, we also use social media to promote the web store among our existing and prospective consumers, along with the smart application, which has over 103,00 downloads on the iOS and over 80,000 on Android as of mid-June this year," Dr Bastaki added. 
Market growth strategy 
Union Coop utilises all relevant media channels in its marketing strategy and allocates appropriate budget to reach potential consumers. Creating the perfect media mix includes coming up with promotions that fulfil the needs and demands of consumers, as well as ensuring that its promotions reach the consumer doorsteps within the stipulated time period. 
"Our media strategy is synchronised with our audience consideration and purchase behaviour. Gaining media efficiencies is a must, but we believe the true measure of success is customising our content and communication to build deeper connections with our consumers and have a great engagement with them," Dr Bastaki said. 
Besides this, promotional activities help Union Coop create a brand to which consumers can relate, as he added: "Based on the right data and technology, we are constantly adapting our strategies in real-time to acquire results that matter. Nothing is set in stone and we are always driven to bring increments in everything we do. Furthermore, we are coordinating with more than 97 different media channels to reach our potential consumers. The numbers mentioned here does not include our social media and media activation initiatives, all of which have been playing a dominant role."
Beyond discount-driven
Promotions are part of the incentive for customers to get the benefit of shopping in Union Coop, and Dr Bastaki said that discounts do encourage customers to shop more than what they required.
"But we can never assume the discounts are the only thing that drive customers and sales. For instance, this holy month of Ramadan saw the sale of meat increase by 50 per cent compared to regular months. During Ramadan, we allocated a budget of Dh110 million for price reductions, wherein up to 90 per cent discount was offered on more than 25,000 products. Union Coop tries to be unique and realistic by talking less and listening more," he added. 
Union Coop aims to support the customers with the best promotions and great discounts in future, in order to secure loyalty. "These promotions and discounts also incentivise them to choose Union Coop as a brand of choice for their shopping," he said.
Staying ahead of competition
One of the many aspects that differentiates Union Coop from others is that it takes its corporate social responsibility very seriously and the same spirit is embedded in all its strategies and decisions.
Union Coop's efforts over the years have resulted in prestigious recognitions such as the Mohammed Bin Rashid Al Maktoum Business Award, Dubai Chamber CSR Label (for the seventh consecutive time), the Service Hero Award, the Dubai Service Excellence Scheme, and many more. 
"These awards are a recognition of our efforts in the field of corporate social responsibility and our commitment to develop responsible practices and vital sectors through participation and organising community initiatives and environment-friendly activities," said Dr Bastaki.
Furthermore, Union Coop has participated in initiatives with noted names, such as Dubai Electricity and Water Authority (Dewa), Dubai Police, Dubai Municipality, Department of Economic Development (DED), Dubai Customs, Dubai Statistics Center (DSC), Dubai Health Authority (DHA), Dubai Corporation for Ambulance Services, and Emirates Society for Child and Adolescent Mental Health, Emirates Medical Association, to name a few. 
"We care about our consumers. Consumer happiness is achieved by providing top quality products at competitive prices with the best services (speed, cost, and quality triangle); meanwhile consumer experience is achieved by offering best-in-class shopping facility to our valued consumers in all Union Coop branches. The promotions we conduct are carefully drafted based on our consumer-market analysis, product demand and trends, all of which help us serve the consumer better and at the same time helps us in reducing their burden," he added. 
On top of that, every 'Consumer Happiness' counter at Union Coop also has a 'Consumer Protection' helpline number that is aligned with the DED, in order to make the brand a unique national entity in the UAE.

SHOPPERS’ PARADISE: Promotions are part of the incentive for customers to get the benefit of shopping at Union Coop stores.
SHOPPERS’ PARADISE: Promotions are part of the incentive for customers to get the benefit of shopping at Union Coop stores.

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