Dalma Mall Launches Family Speed Shopping Challenge to Boost Experiential Retail
Dalma Mall has introduced a new Family Speed Shopping Challenge, transforming a traditional shopping trip into a fast-paced competition focused on speed, teamwork and strategy. The initiative attracted strong public interest, with 8,931 families registering to participate in the inaugural edition.
Following a selection process, 15 families were shortlisted to compete in Season 1 of the challenge, taking part in a timed shopping experience across multiple retail outlets inside the Abu Dhabi mall.
The competition featured families from different nationalities, reflecting the UAE’s multicultural community. Ghita Jaaidane and her three children — Omar, Hassan and Latifa of the Al Marzouqi family — won the opening round. Anaam Sharhaan and Avin Nithin Quadros, along with their families, secured victories in the subsequent rounds.
Speaking after the event, Ghita Jaaidane described the challenge as an enjoyable experience for the entire family, noting it was the first time they had participated in such an activity at a shopping mall.
Avin Nithin Quadros also praised the initiative, saying it created a memorable family experience and highlighted the opportunities offered by the UAE for community-focused events.
Beyond the competition, all 15 participating families received shopping experiences valued at AED 2,000 each, while the top three families were awarded an additional AED 5,000 in Dalma Mall Gift Cards.
Bhupinder Singh, General Manager and CFO of Dalma Mall, said the initiative reflects the changing role of retail, where creating engaging customer experiences has become as important as shopping itself.
He noted that the response from nearly 9,000 families demonstrated strong community interest in innovative retail concepts. Singh added that some families completed a challenge designed to last 60 minutes in just 19 minutes and 20 seconds, highlighting the enthusiasm and competitiveness of participants.
The Family Speed Shopping Challenge is part of Dalma Mall’s broader strategy to expand experiential retail, creating interactive events that strengthen family engagement while enhancing the shopping experience.
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