Storebites is the Leo Burnett Arc newsletter of top in store innovations from around the region.

2. Content
 Executive Summary
 Shopper behavior in the news
 Industry news
 Best in store
 Hypermarkets
 Lulu Hypermarket
 Panda
 Carrefour
 City Center
 Union Coop
 Gas Stations
 Eppco & Enoc
 Emarat
 Pharmacies
 Boots

3. Executive Summary
The third quarter of 2010 gave us more quantity than quality of retail work, with most
POSM being made of corrugated sheets and only very temporary. It was also a story of
the usual suspects being present in typical places.
The one bright spot, actually an extremely bright spot, was the work we saw for Fairy. It
truly showed out of the box thinking for retail, hopefully inspiring us to deliver such work
in the future.
Other notable work was the floor sticker for Coca Cola, which was very eye catching
and effective in stopping people in their tracks.
Overall you could say it was a quarter filled with activity but with less innovation and
creativity than we‟d like. Here‟s hoping we see a big bang in the last quarter as retailers
push to get shoppers to spend as much as possible before travelling abroad.

4. Shopper behavior in the news
UAE consumers ease back into spending mode - Intelligence unit predicts a
decade of growth
Dubai: With the local economy beginning to show signs of recovery, consumers are slowly
returning to their spending habits and expenditure in the UAE will again pick up in the next
few years, reaching Dh627.8 billion in 2020, Euromonitor International told Gulf News.
The provider of global business intelligence projected that between 2010 and 2020,
consumer spending will grow at a "healthy but less-than-robust" compound annual growth
rate (CAGR) of nearly five per cent.
"Part of this growth, at least in the short term, will be the result of UAE consumers releasing
pent-up demand accumulated during the recession and slowly returning, albeit with less
gusto, to their buying ways. For the most part, while expenditure is projected to grow over the
forecast period, it will do so at more subdued rates," a Euromonitor spokesperson told Gulf
News.
Gulf News, (24/10)

5. Shopper behavior in the news
Shoppers Take a Nonlinear Path to Purchase - Journey is complex and
multidirectional
A lingering recession, coupled with consumers‟ rapid adoption of digital tools, has inexorably
altered shopping behavior in categories like groceries, home electronics, apparel and quick-
service restaurants. Consumers engage with a variety of digital platforms as they research
small and large purchases, when they‟re in physical stores and during post-shop activities
such as product reviews and referrals. Further, the path to purchase is increasingly
nonlinear, according to the findings of a global retail study conducted by Microsoft
Advertising and Carat.
The study, conducted in March 2010, examined how the recession has changed shoppers‟
purchasing habits and how different media touchpoints affect consumer shopping behavior,
including the way people learn about, research and discuss their purchase decisions. This
shift has altered the traditional purchase funnel whereby marketers move consumers from
awareness to sales to include digital media. For example, consumers may first learn about a
product based on a tweet from a friend or a post on a social network, then go online via
computer or smartphone to research the product, search for the product and consult product
reviews. Beyond that, offline word-of-mouth and media remain influencers, making for a
complex multimedia experience along the path to purchase.
Emarketer, (20/10)

6. Industry news
PANDA to be 100% owned by Savola
Saudi Arabian food producer Savola announced plans to increase its stake in retail subsidiary Al-
Aziza Panda United to 100%, through a share swap and cash deal. The company, which currently
owns a majority 92% share in Panda, has been gradually increasing its shareholding over the past
months in line with plans to give more focus to the retail sector.
Savola plans to issue 8.71 million new shares to the Alhokair Group and pay SAR20.7 million
(USD5.5 million) in exchange for its 7% stake in Panda. Savola said that the Alhokair deal valued
Aziza Panda United at SAR4.3 billion (USD1.14 billion).
Planet Retail, 27/09/10
CHOITHRAMS adds sustainability info to fish labels
Choithrams has become the first supermarket in the UAE to include information on sustainability on
its fish product labels. The group is taking part in the „Choose Wisely‟ awareness campaign, launched
by the Emirates Wildlife Society and the World Wide Fund for Nature and plans to color code and
label fish in red, orange and green categories to encourage customers to consider sustainability when
shopping.
The campaign will begin with 12 of the group‟s 26 outlets and staff have been trained to educate the
public and encourage them to shop for the green varieties. K Subhash, Retail Marketing Manager at
Choithrams said: “It will take a while for this awareness to fully sink in and people can make valuable
buying decisions.
Planet Retail, 27/09/10

7. Industry news
GALERIES LAFAYETTE to launch gourmet food concept
French department store retailer Galeries Lafayette has had a new gourmet food concept called
Lafayette Gourmet created for a mall in Dubai, Design Week reports. The concept was created by
Cada Design Group which has been working on the project for two years and will formally open on
5 October.
Cada‟s Founder and Director David Anderson said: “We've taken our cue from the way food is run
in Paris, but the concept in Dubai is brand new. It's not physically referencing anything you've seen
before. It wasn't only about collaborating the concept and getting the brief expressed in the look and
feel and materials palette. Philosophically and emotionally, the French take a very different look at
food - it's the centerpiece of life.”
Planet Retail, 04/10/10
EMKE Lulu to open six new hypermarkets in UAE
UAE-based Emke Group is to launch its eighth Lulu hypermarket in the UAE by the end of this year
and plans another five stores in the western regions to be opened by the end of 2011. Managing
Director Yusuffali MA said: “We are investing up to AED700 million (USD190.54 million) in setting up
these hypermarkets as the consumer base in the capital is increasing.” Under its „Achieve 100‟
expansion project Emke is targeting 100 stores by the end of 2011, from 83 at present.
Planet Retail, 12/10/10

8. Industry news
CASINO Monoprix to open in Lebanon and Syria
Casino-owned Monoprix will be revisiting its collaboration with Lebanese company Admic. Admic
will become a franchisee for the group in Lebanon and Syria. The first store opened in Damascus
and a second will follow in Aleppo at the end of the month. The agreement has been signed for a
period of 10 years and Admic will open Monoprix and Monop‟ outlets. The chain has recently
opened in Tunisia, Andorra and Mauritius and will open in Qatar in 2011.
Planet Retail, 08/10/10
Al Futtaim says UAE retail to grow 5% in 2010
Robert Willett, group CEO of Dubai-based Al-Futtaim Group, has said that consumer spending in the
UAE has picked up in recent months and retail sales will rise at least 5% this year, driven mostly by
furniture and car sales, Reuters has reported. "We're in upper single digits in retail in the UAE this
year, in the range of five per cent plus, and even further ahead in automotive ... Growth is going to be
even better next year," Willett said. "Elements in our retail business, like Ikea or Toyota, are doing
extremely well, as is Marks and Spencer, especially in places outside the UAE, like Kuala Lumpur
and Singapore," he said, adding that their operations in Asia were currently outperforming those in
the UAE.
AME Info, 18/10/2010

9. Industry news
Subway opens 100th store in UAE
Subway restaurant chain has opened its landmark 100th store in the UAE, 44th in Kuwait and 41st in
Saudi Arabia. Subway has also unveiled plans to add three new stores in Kuwait and two in Saudi
Arabia by the end of 2010. The new milestone will further complement Subway's diverse regional
network, which makes a total of 230 outlets in the region.
AME Info, 18/10/2010
MCDONALD’S rolls out breakfast menu in UAE
US-based hamburger chain McDonald's has introduced a breakfast menu to its restaurants in the
UAE, local press reports. The menu features eggs, coffee, hash browns, fruit bites, hotcakes and
McMuffins and has been rolled out to 37 locations across the country. "The introduction of the
breakfast menu gives these people who are on the go the chance to enjoy a satisfying breakfast
quickly and enables them to kick start their day," said Rafic Fakih, Managing Director of
McDonald's UAE.
Planet Retail, 22/10/10

10. Industry news
Nestle launches its biggest nutrition and health campaign in the Middle East
As part of its ongoing efforts to promote good nutrition and healthy living, Nestlé Middle East has
launched the “Eat Right Live Well” campaign – a regionwide initiative aimed at empowering families
to make healthier food choices through increased awareness of good nutritional habits and
practices.
The largest initiative of its kind launched by Nestlé in the Middle East yet, “Eat Right Live Well”
kicked off with a major promotional campaign by Nestlé at leading stores and outlets throughout the
UAE, Qatar, Bahrain, Oman, Kuwait, Jordan, Syria and Lebanon. The promotion, under the main
theme, “Win Your Way to Healthy Living”, provides shoppers an opportunity to win valuable prizes
designed to encourage them to embark on a healthy lifestyle - such as diet packages, gym
membership, Nintendo Wii Sports, Polar watches, pedometers, and BMI calculator, among other
items.
BI-ME, 14/11/2010

11. Industry news
Nesto opens 12th store in UAE
Dubai-based super markets, departmental stores and hypermarkets chain, Nesto Group has
announced the opening of its twelfth store in the country in Jebel Ali, Gulf Today has reported. The
new store is the firm's largest in the country. The retailer also said it plans to open more
hypermarkets in Sharjah, Ajman and Ras Al Khaimah within a year. Nesto outlets are present in
Dubai, Sharjah, Ras al Khaimah, as well as Ajman in UAE, Manama in Bahrain, and in Riyadh as
well as Dammam in Saudi Arabia under different names including 'Ever Fine', 'Al Wafa', 'Carawan',
and 'Nesto'.
AME Info, 28/11/2010
Victoria’s Secret stand alone stores to open in Kuwait and Dubai
Victoria's Secret is set to unveil its first ever stand-alone stores in the Middle East. Owned and
operated by Kuwait's M.H. Alshaya Co, the store is scheduled to open on 30 November in Marina
Mall in Kuwait. The new stores primarily offer Victoria's Secret beauty and branded accessories and
will give customers access to a much wider range from the brand. The opening will be closely
followed by a second store in Dubai's Mirdif City Centre on December 11, 2010.
AME Info, 28/11/2010

12. Best in store
Our main struggle, when working with premium priced products, is
demonstrating product superiority. .
In the absence of a manned demonstration, and knowing that shoppers may
not always have or take the time to read claims, especially in low
involvement categories such as dish soap, Fairy came in with the best work
we‟ve seen in a long time.

13. (UAE)

14. Most notably, Panadol made the
most of the space it paid for,
leveraging floor stickers with
bright and bold colors.

15. (KSA)

16. Fairy brought their claim to life where no one
could ignore it. 1 liter of Fairy can clean up to
30,000 plates. The plates on the stand look
like their real plates protruding out of the back
wall.
Brilliant!

17. Panda brought „back to school‟ to life in store with branding throughout in the
shape of recognizable stationery.

18. Panda has an interesting claim, saying that SR 10 at their store is not like SR 10
at any other store. They had danglers hanging all over the store with different
display stands showing offers on items for SR 10 (such as the Bario beer in the
picture below). Very cool way of owning value.

19. (UAE)

20. Downy made the most
its stands by using the
entire side to display
their visual. Very
disruptive in such a
cluttered environment.
Gillette‟s units drove its eau de
toilette‟s shape clearly
differentiating it from other
products, all while keeping
branding clear to not throw
shoppers off too much.
Despite keeping its stock in
shipping boxes for all to see,
Nestle managed to bring out
the fun and excitement in their
execution for Cookie Crisp.

21. In line with their
positioning, Carrefour
clearly branded areas
where 1-day-only
incredible offers could be
found.

22. In an effort to push
candy and costumes,
Carrefour dedicated an
entire part of the store to
Halloween.

23. BIC made sure to
leverage its bright brand
colors and had a stand
that was hard to miss.
Axe made sure to stand
out by using large
branding and a
disruptive all black
design.

24. (Kuwait)

25. This rather impressive Dettol
display had a vivid, luminous
lighting system gave off a
fresh & lively vibe ideal to
push its sanitizing brands.

26. Aquafresh stood out with a glitzy display and
floor media not to be missed by
shoppers.The display provided an
informative flyer which reinforced their
objective of being teeth professors. The
tagline “What do you want from your
toothbrush?” lured customers into wanting to
know more about specialized toothbrushes
for their various needs.

27. Twix capitalized with their successful“Pause more see more” tagline and created a
display with diecuts of the “pause” button. The simple but eye catching display stood
out to shoppers and could not be missed.

28. (UAE)

29. Downy made the most
of its new packaging,
using it to create
disruptive blocks in
store.

30. Despite a typical shape, Coca Aquafresh kept consistent with their imagery,
Cola managed to make the most making sure the die-cut on their floor sticker
of their floor sticker. The fact that it followed their signature swirl.
looked like a spill made sure
shoppers noticed it.

31. and
(UAE)

32. Red Bull made sure
to leverage their
relationship with F1
in time for the Abu
Dhabi Grand Prix

33. (UAE)

34. ature Valley made sure it was visible and easy to grab one of their bars when
walking from one aisle to another.

35. Clearly a sign of the value of every square centimeter in the
convenience shop, brands have resorted to branding in the little space
between fridges.

36. (UAE)

37. The „17‟ managed to
grab shoppers‟
attention as soon as
they entered the shop
with a stand placed at
the entrance with
unique design branded
throughout.

38. For any enquiries,
please contact any member of the team.