Aswaaq to be in all emirates

Aswaaq, a subsidiary company to Investment Corporation of Dubai, the investment arm of Dubai Government, revealed that it plans to establish three branches each year during the next five years.

Aswaaq has developed a strategic plan for expansion and proliferation within all the Emirates in a bid to become the shopping destination of different residential areas.

“A plan was set to develop and inaugurate two new branches under the commercial brand Aswaaq by the end of the current year, both of them will be including a supermarket in addition to different other shops. However, it will be located at Al Badaa and Al Barshaa South First,” said Khalifa Al Daboos, Chairman of Aswaaq Steering Committee.

Al Daboos added “a feasibility study has been conducted in order to carry out other projects in new areas within Dubai, such as Al Warqa Third, Al Khawaneej and Al Quoz Second.

"Aswaaq" is currently running and managing five small and medium shopping centers in addition to seven supermarkets; five of which are located within Aswaaq community centers located at Nad Al Hamar, Al Mizhar, Al Warqa, Mirdif and Umm Suqeim. Besides, there are two standalone supermarkets in Al Rigga and Al Sufouh in the emirate of Dubai.

"Aswaaq is a society-oriented organization characterized by its inherent national identity and commitment to foster the engagement of the community throughout the provision of a unique and distinctive shopping experience by providing fresh and healthy food.

“Aswaaq is a new, innovative and unique concept. It consists of small and medium shopping centers anchored by a lively Aswaaq supermarket located at the heart of the residential areas and complemented by number of retail shops providing a wide range of products and services which meets the needs of all shoppers regardless of their nationalities. Yousuf Sharaf, the Deputy Chief Executive Officer, said.

He pointed out that His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, was the first to mention the project of Aswaaq in April 2007 at a presentation discussing the UAE Government’s Strategy.

It is noteworthy that the first branch for Aswaaq was launched in Nad Al Hamar, Dubai, in October 2008.

Sharaf explained that the embraced shopping concept, revolves around changing the pattern of customers purchase based on shopping in large quantities overflowing their monthly needs.

Sharaf added that the “traditional market” is another concept in which Aswaaq deeply believes. It hinges on providing the customers with an amazing shopping experience through the warm-hearted and friendly atmosphere.

He stated that Aswaaq supermarkets and community centers were dynamically designed to reflect these two concepts so that customers can, easily and comfortably, satisfy their purchasing needs including the entrance and exit from the parking area within a short period of time.

He also illustrated that the principal objective of the flexible design of Aswaaq centers lies in encouraging the customers to purchase their daily needs of food products including; vegetables, fruits, fish and fresh meat of high quality offered at reasonable prices.

“Aswaaq is so keen on providing a different and convenient shopping experience to its customers and cares about their health and safety to an extent that goes beyond their expectations. It has tirelessly sought, since the opening of its first branch, to lay down rules of safety and food hygiene in order to keep up with the optimum levels,” Affan Al Khoori, The Chief Operating officer, asserted.

He mentioned that, eco-friendly bags are being used by Aswaaq to help in creating a green environment. Moreover, green containers for recyclable waste collection have been placed in Aswaaq communities to promote a cleaner environment. Furthermore, Aswaaq is committed to tobacco free community centers where tobacco products are not being sold, in addition to the refrigerated Home delivery cars that maintain the quality of the food items delivered to customers.

He pointed out that Aswaaq supermarkets are one of the first few supermarkets to be HACCP Certified in the region. 
“This certificate confirms that Aswaaq supermarkets operate within the best integrated protective system as well as setting the standards which can be adjusted to reduce risks starting from the supplying process to the delivery to customers. It also guarantees that all food products are being received, kept and displayed in a healthy and safe way,” Al Khoori stated.

Aswaaq has recently been subjected to an on-site series of audits, characterized by strict standards,   conducted by Lloyd's Register in order to ensure the application of highest standards of quality within supermarkets. The audit came in the process of renewing HACCP certificate, where accreditation period has been extended for another three years.  

"Aswaaq" has launched ‘Dakakeen’ project within two of it community centers; Al Mizhar and Al Warqa. It provides 40 pre-equipped shops for rent where all the electrical extensions and decorations are fixed. It also aims at affording different outlets to small entrepreneurs of nationals where SME members and housewives are given the priority.     

He said that the activities of ‘Dakakeen’ are being selected according to the needs of the surrounding residents in order to achieve the main goal behind establishing Aswaaq communities, which is providing services to consumers in their residential areas. He noted that most business activities revolve around selling garments, perfumes, abayas (mantels), accessories and knitting tools in addition to dates and honey products.

Sharaf explained that Dakakeen project aims at giving a hand to small investors of Nationals in a bid to allow them to achieve booming success in their newly born enterprises through setting up shops distinguished by astounding traditional designs that reflect the local characteristics. Moreover, Tenants are exempted from any costs related to maintenance, redesigning of the shop and electricity charges.

He added that the Tenant has only to fetch and display his goods in the shop. In case of failure of the Tenant’s project, such Tenant will not incur the overall costs of the shop’s supplies, as it usually occurs when any investment project collapses.

“Aswaaq” has signed an agreement with SME, where SME members duly enjoy 20% discount of the rental value of space leased; including Dakakeen, in addition to facilities in payment by dividing the amount into four installments on an annual basis in order to encourage & support SME members who have accounted 30% of total Tenants,” Sharaf mentioned.

He reported that the number of suppliers from SME members has amounted to 29 suppliers.

Sharaf pointed out that SME members are also exempted from the rental fees of sections and advertising charges.
Besides, Aswaaq offers them free exhibition spaces during the promotional offers that take place in Aswaaq communities as well as allocating shelves to display their products and distinguish it amongst other products.

“Since the first day of opening, Aswaaq rewards its customers through the free registration in "Wafa Loyalty Program" to all nationalities, providing a monthly return on purchases amounting 10% which can be redeemed in cash or disbursed in purchasing goods,” Al Khoori stated.

He confirmed that it is possible to use Wafa Card as a means of payment by the customers registered in the program, amounting to 70,000 members.

“According to the results of 2013 first quarter, 65% of the total shoppers are members in Wafa Loyalty Program. He stressed that Aswaaq is keen on running an annual questionnaire to assess the customer satisfaction for the purpose of developing and improving its services” Mr. Al Khoori pointed out.

Nasser Al Suwaidi, Area Manager, assured Aswaaq’s eagerness to contribute to a number of community and environmental initiatives including; sponsoring and developing talents, supporting local products, providing the best services and commitment to social responsibilities, highlighted in the field of education, health and environment, throughout the organized events in cooperation with local and international partners.

He added that some of those initiatives include organizing educational visits for children to the different branches of Aswaaq as well as launching awareness programs for students of the UAE’s schools, starting from the fourth to the eighth grade. Such awareness programs aim at educating children about food safety, health and quality standards and urging them to adhere to best practices.
 
He stated that Aswaaq is always supporting local products of fruit and vegetables by displaying such products in prominent places, in addition to its cooperation with the "ubai Fishermen Cooperative Association to provide fresh fish in all its branches.

Al Suwaidi said that some of these community-based initiatives include Aswaaq cooperation with Dar Al Ber Society to provide the electronic donation service via Points of Sales / Cashiers in Aswaaq community centers. Besides, the allocation of outlets for productive families in collaboration with the "Productive Families" program which is sponsored by the Ministry of Social Affairs. Furthermore, Aswaaq has sponsored some prominent events organized by Awqaf and Minors Affairs Foundation.

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