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The strong Strategic Partnership between Dubai Festivals and Retail Establishment (DFRE), an agency of the Department of Tourism and Commerce Marketing (DTCM) and organisers of Dubai Shopping Festival (DSF) has spanned two decades this year. Over the last 20 years, Majid Al Futtaim has truly contributed to DFREs long-term goals in cementing Dubais position as one of the most preferred shopping, entertainment and leisure destinations in the world.

During DFREs year-round festivals such as DSF, Majid Al Futtaim has continuously streamlined its retail objectives with those of DFRE enabling both entities to achieve phenomenal success while providing tourists and visitors from around the globe a fantastic shopping experience at its world-class malls.

In an interview with the Media Centre of DFRE, Mr. Hussain Moosa, Associate Director for Shopping Malls, Majid Al Futtaim Properties, noted that Majid Al Futtaims partnership with DFRE has enabled the former entity to bring out limitless and integrated shopping and entertainment opportunities for visitors, resulting in tremendously positive feedback in terms of repeat customers and high performance of its three malls in Dubai including Mall of the Emirates, City Centre Deira and City Centre Mirdif.

Speaking about the role of DSF in contributing to the retail landscape of Dubai, Mr. Moosa added that DSFs strong regional and international prominence makes it one of the most important retail trade periods for malls under the umbrella of Majid Al Futtaim Properties and their retail partners. Given that both DSF and Majid Al Futtaim target tourists from around the world including the GCC, Middle East, China, Russia and the subcontinent, the Strategic Partnership enables both regional and international shoppers to make the most of Dubais premium shopping deals and citywide entertainment experiences at the same time.

Commenting on which product categories are more popular during DSF, Mr. Moosa said that at Mall of the Emirates, City Centre Deira and City Centre Mirdif, luxury labels tend to perform notably well in addition to high street and contemporary fashion brands. Consumer electronics is another high performing category, with various stores offering special DSF offers.

Speaking on the strategies and promotions that Majid Al Futtaim has rolled out for the milestone 20th edition of DSF, Mr. Moosa outlined that Mall of the Emirates has a different promotional strategy from other popular City Centre brands. Building on the positive response the group enjoyed on its zoning campaign last year, the team chose to activate it again this year and enhance it further by offering additional unique prizes. On the other hand, City Centre Deira and City Centre Mirdif are leveraging the strength of the City Centre brand and have teamed up to offer a combined promotion with a grand prize of 20 gold coins every day. In addition, there is an array of entertainment options in store for visitors of all ages and nationalities, he said.

Excerpts of the interview with Mr. Hussain Moosa, Associate Director for Shopping Malls, Majid Al Futtaim Properties

1 - What are the major changes and impact that the Dubai Shopping Festival has had on your organisation over the past 20 years?

The Dubai Shopping Festivals (DSF) success demonstrates the cooperation and harmonious relationship of the government with key stakeholders including Majid Al Futtaim, which has been a Strategic Partner since inception. DSF provides Majid Al Futtaim with an opportunity to reach out to regional and international audiences through its strong reach and international publicity.

In partnership with the Dubai Festivals and Retail Establishment (DFRE), Majid Al Futtaim is able to demonstrate to our valuable guests, the limitless shopping opportunities and integrated family experiences that Dubai Shopping Festival and our shopping malls bring. This results in positive feedback, returning guests and overall performance of all our shopping malls in Dubai: Mall of the Emirates, City Centre Deira and City Centre Mirdif.

2 - In relation to your annual business plans and strategy how important is the DSF period to the success of your business?

DSF is the longest running and the largest shopping festival in the world for 20 years now. Every year, DSF attracts millions of visitors providing a boost to the economic, retail and tourism aims of the city and reaffirming Dubai as a leading global tourist hub and a shopping destination rivalling that of London, New York or Paris.

The regional and international prominence of DSF makes it one of the key retail trade periods for our malls and retail partners. Both DSF and Majid Al Futtaim are targeting visitors coming from all over the world including across the GCC, Middle East, China, Russia and the Subcontinent to take advantage of Dubais premium shopping deals and world class program of citywide entertainment options.

3 - What special initiatives, promotions and customer engagement strategies have you implemented for the 20th anniversary edition of DSF?

Majid Al Futtaims shopping malls are all unique. We have adapted different strategies from both a promotional and operational perspective to create great moments for everyone every day throughout DSF.

Mall of the Emirates, our flagship luxury shopping mall, follows a different promotional strategy from that of our popular City Centre brands. We had such a positive response on our zoning campaign last year that we decided to amplify it with additional unique prizes and activate it again this year. It highlights the different retail categories in the mall and encourages shopping in each zone. City Centre Deira and Mirdif are leveraging the strength of the City Centre brand and have joined hands to offer a combined promotion with grand prize of 20 gold coins every day. These campaigns are in addition to all the compelling family-friendly entertainment that we host at all our malls.

We reach out to consumers, residents and tourists alike, through a multi-channel approach including strategic digital advertising, airport branding as well as in-mall and digital activations.

One of the areas we have really focused on developing is our social media presence. Social media has grown exponentially, and it is now an integral part of our Marketing activities.

4 - How important has DSF been to the overall economic development of Dubai and promoting the Emirate around the world over the past two decades?

Over the past two decades, Dubai Shopping Festival has transformed from a modest family-oriented shopping and entertainment event, to the worlds largest and longest running shopping festival that attracts visitors from all over the globe. It remains a contributor of Dubais economic and tourism aims, driving millions of people to Dubai, providing a completely immersive experience that introduces new innovations, high caliber entertainment and significant-value prizes every year.

5 - If you could sum up in just one phrase what DSF means to you as an organization what would that phrase be?

Dubai Shopping Festival means the opportunity to support Majid Al Futtaim in creating great moments for everyone every day, rewarding our valued customers for their loyalty with an incredible range of promotions, prizes and offers throughout our malls.

6 - Can you estimate how much of your annual sales in the Mall happen during the DSF period?

As we introduce new and unique campaigns for visitors that include a range of shopping promotions, entertainment and family-focused activities, there is a continuous increase in footfall to the mall and overall performance each year.

With the 20th Anniversary of Dubai Shopping Festival being a significant milestone, this years festival is expected to attract record numbers of visitors internationally, which also relates to sales. As a strategic partner of the Dubai Festivals and Retail Establishment, Majid Al Futtaim is working in collaboration with the government to reach out to local, regional and global audiences across all communication and digital channels and exceed our expectations.

7 - How much of an impact do the different promotions held during DSF have on the purchasing decisions of your shoppers?

Majid Al Futtaim is always looking for fresh ways to engage with and reward our loyal customers. The fantastic promotions and activities available throughout DSF provide customers a whole month full of extra reasons to visit the mall and shop their favourite brands with significant discounts. Whilst we continue to offer great value and an enticing shopping experience the whole year round, DSF gives shoppers an extra special reason to spend time in their favourite malls in January, whether they are shopping, dining or enjoying our wide range of leisure activities. The increase in footfall we see each year during DSF is testament to the Great Moments we and our trusted retail, food and beverage and entertainment partners provide during this month.

8 - What are the most popular general areas for retail spending during DSF what are people most planning to buy?

DSF is the largest shopping festival in the region, attracting millions of guests both locally and internationally. Across our three malls, Mall of the Emirates, City Centre Deira and City Centre Mirdif, our luxury labels tend to perform notably well in addition to our high street and contemporary fashion brands. Electronics is another high performing category, with our stores offering favourable DSF offers.

Dining remains a favourite pastime, and with our international portfolio of dining outlets, from casual family dining to trendy cafes, food & beverage continues to outperform during DSF.

9 - Do you see a major increase in international and regional visitors during the DSF period and where are most of these visitors coming from?

Originally conceived for local residents, Dubai Shopping Festival is now a major international festival that has created a trend in tourism from key markets including China, Russia and India. As a result, of the growing tourism and economic aims of the Dubai Shopping Festival and the Dubai Festivals and Retail Establishment, the festival welcomes millions of unique visitors every year. This is commensurate with the increases in visitation at Mall of the Emirates, City Centre Deira and City Centre Mirdif, each enjoying record performances as the festival grows each year.

Majid Al Futtaim is expecting to see a trend in visitation as expected from our neighboring GCC states, notably from Saudi Arabia and Oman in addition to shoppers from China, Russia and the Indian Subcontinent.

10- What do you have during DSF in terms of promotions, events and prizes?

Mall of the Emirates and City Centre Deira and Mirdif are rewarding shoppers with unique promotions that will give away highly desirable prizes including a Bentley, a trip to a fashion capital of the world, or a prized gold coin.

Mall of the Emirates is hosting the unique Zone Campaign, which gives guests the chance to select the prize theyd like to win depending on their shopping preferences: Luxe, Leisure or Tech Zones. For every AED 699 spend in the Luxe Zone, a luxurious new Bentley Continental GT V8 is up for grabs, while for every AED 399 spend in the Leisure Zone, shoppers can win one of 20 dream trips to a fashion capital in the world of their choice. Finally, for purchases of AED 399 in the Tech Zone, guests are eligible to win one of 20 Apple gadgets daily!

At City Centres, its showering with gold as City Centre Deira and Mirdif will be giving away 20 gold coins every single day during DSF, with any AED 399 minimum spend.

What are the highlights of DSF this year in terms of events?

Jan 1 31 (Thursdays to Saturdays except Jan 2): Pipe Men at Mall of the Emirates
Timings: 5:00pm, 7:30pm, 9:00pm
The Pipe Men roaming performers, who are coming to the UAE for the first time, are out of this world both literally and figuratively!

Jan 1 Feb 1: 20 Gold Coins to be given away daily at City Centre Deira and City Centre Mirdif
Shoppers who spend AED 399 minimum at any store within the mall get a chance to enter a draw for a prize of 20 gold coins every day!

Jan 1 Feb 1: A Bentley, Holiday of your choice and Gadgets up for grabs at Mall of the Emirates
Mall of the Emirates launches three different zones at the mall this DSF: Luxe Zone, where shoppers can spend a minimum of AED 699 and get a chance to win a brand new Bentley Continental GT V8 and 19 luxe prizes worth of AED 5000; Leisure Zone, where a trip to one of the 20 favourite fashionable destinations can be won upon spending AED 399; and Tech Zone, where 20 Apple gadgets worth AED 5000 are given away daily with a minimum spend of AED 399. Each zone is identified by colour and extensive signage within the mall.

Jan 4 27 (Sundays to Tuesdays): Pipe Men at City Centre Deira
Timings: 4:00pm, 6:00pm, 8:00pm
The Pipe Men roaming performers, who are coming to the UAE for the first time, are out of this world both literally and figuratively!

Jan 4 27 (Sundays to Tuesdays): French Pierrots at City Centre Mirdif
Timings: 4:00pm, 8:00pm, 9:30pm
The colourful French Pierrots are heading to the UAE for the first time! These comedic characters entertain through a fusion of comedy and circus acts!

Jan 7 29 (Wednesday s and Thursdays): 20th Anniversary Celebration Parade at City Centre Deira
Timings: 4:00pm, 6:00pm, 8:00pm
Twice a week, a stunning collection of birthday entertainers in costumes designed by Cirque du Soleil producers will roam City Centre Deira to celebrate DSFs 20th birthday. Their mission is to spread joy and encourage lots of smiles!

Jan 7 27: Tom & Jerry Stage show and Maze at City Centre Mirdif
Location: Central Galleria
Show Timings (Jan 7 16): 4:30pm, 7:30pm, 9:30pm
Majid Al Futtaim is bringing an international licensed show Tom & Jerry for the first time in the region. In addition to an interactive stage show for the whole family from Jan 7 to 16 and an interactive cheese maze (January 7 27) will be set up at City Centre Mirdif for kids to experience the Tom & Jerry chase live at the mall. Photo opportunities with the characters will also be available. The mechanics are easy - mall visitors who shop for a minimum of AED 399 at any store within the mall can enter the maze. Players should then help Jerry escape Tom and hand the cheese at the finish line to win amazing prizes instantly.

Jan 7 14: The International Festival of Fashion Photography Exhibition
Mall of the Emirates will transform into an open gallery for monumental fashion and beauty photos taken by renowned and influential international and local photographers. The fascinating and fashionable photographs will be displayed in a large format exhibition at the Central Galleria.

Jan 7 16: Ballet vs. Hip Hop at City Centre Deira
Location: East Court
Timings: 4:30pm, 6:30pm, 8:30pm
A non-verbal, award-winning, international performance combining ballet and break dancing. The show features breathtaking dance routines including pirouettes, rock, hip-hop, and ballet. The storyline unfolds with dynamic dance routines throughout the show.

Jan 11 - 13: Illuminated Puppets at City Centre Mirdif
Timings: 5:00pm, 9:00pm, 10:00pm
i-Puppets is a roaming act performed by five puppet players. The characters eyes light up and the sounds come from their costumes! Fun for all the family to see!

Jan 15 21: Caitlin De Ville at Mall of the Emirates
Location: Central Galleria
Timings: 5:00pm, 7:30pm, 9:00pm
Zambian born Caitlin De Ville is an electric violinist, who has performed across the world for the Royalty, Presidents and World Leaders. With her unconventional style of playing the violin results from a long term love affair with popular and underground dance culture. Mall visitors will her back flipping, flying over the audiences heads and playing her instrument without missing a beat.

Jan 18 27: Tom & Jerry Stage Show at City Centre Deira
Location: East Court, City Centre Deira
Timings: 4:30 pm, 7:30 pm, 9:30 pm
Majid Al Futtaim is bringing an international licensed show Tom & Jerry for the first time in the region. A 20-min live performance suitable for the whole family will feature the adventures of the popular cat and mouse duo. Photo opportunities with the characters will also be available after each show.

Jan 22 31: Cirque Montage at City Centre Mirdif
Location: Central Galleria
Timings: 4:30pm, 6:30pm, 8:30pm
Cirque Montage creates a whimsical world of animated characters who each play a role in a cinematic tapestry. The acts weave together in a 30-minute collage of traditional cutting-edge circus arts and comic. This world class production is produced by a former Cirque du Soleil performer who worked in a Las Vegas production for over five years. Three shows per day.

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