MARKETThe supermarket category is very competitive in the UAE with many local and international brands competing with each other. Spinneys, however, being one of the pioneers in the category has always managed to reinvent itself to reflect international trends in the supermarket industry and to satisfy its customers changing expectations. Spinneys built up their business by instituting and building on an image that consumers trust. This rapport with its customers means that Spinneys have developed today into one of the leading supermarket chains in the UAE.

Today the product mix and lines that Spinneys offers is a direct reflection of the different nationalities and cosmopolitan mix to which Spinneys caters. Spinneys offers over 35,000 product lines that are sourced locally and internationally to ensure maximum choice and quality at affordable prices. Spinneys manage an extensive airfreight program to sell short shelf-life products in its stores and by doing this Spinneys has over the years, built a bond with its customers to establish itself as one of the strongest brands within the category. Spinneys ability to provide outlets for customer’s convenience in neighbourhoods has ensured that it continues to strengthen the brand and its presence through out the UAE. Today Spinneys is proud of the fact that it has 23 outlets throughout the UAE and Oman with more opening in the coming year.

ACHIEVEMENTSAfter 44 years of existence in the UAE, Spinneys has become a household name when it comes to supermarkets; evidence that Spinneys as a brand has won, and is maintaining, the trust of the general public. Throughout the years Spinneys has consistently managed to offer its customers “the fresher experience” by making sure that it always has top quality products available and the widest possible range on offer.

With the ever increasing demands placed on society, affecting lifestyles and health,

Spinneys recognise their responsibility to assist customers to live as healthy a life as possible. They stock extensive ranges of Low-carb, Low fat, low salt products as well as over 1,000 organic products to assist their customers to eat healthily without compromising on a quality experience.

Spinneys has also long been involved with the Al Noor Centre, the Rashid Pediatric Centre, Children’s Hope Foundation, Riding for the Disabled and has supported the Spinneys Ladies Tennis League for over twenty years! These are some of the initiatives with which Spinneys has been involved over the years.

In 2004, Spinneys proudly received the Gulf Marketing Review award for Marketing Achievement – Large Company.

In 2003 Spinneys was the only supermarket chain in the whole GCC region to receive recognition in the Shopping Malls and Retail Outlet category at the Gulf Brand of the Decade Awards.

HISTORYThe Retail Chain in the Middle East was first founded in 1924 in Alexandria by Arthur Rawdon Spinney and in the UAE the history of Spinneys goes back to over 40 years. It was one of the first retail brands in the region and developed with the UAE over the years and today Spinneys is a 100% locally owned chain in the UAE. Spinneys

opened its first supermarket in Dubai in 1962 located in what is today known as ‘AI Nasr Square’ in Deira – Dubai. Spinneys was originally known as ‘The Frozen Chicken’ because it launched the first chiller van

which sold frozen chickens. It started with a 1,600 sq.ft store which had four cold rooms and two

shutters. Selling fresh foods and frozen products, it had very limited products that catered at that time to the upper segment of the market. In fact its first customer was none other than Sheikh Rashid himself, who stopped to buy a bottle of

grenadine syrup – an exotic purchase in those days!

Spinneys soon expanded and opened its doors in Sharjah and later acquired a plot in Dubai which was at that time considered ‘out of town’ but is now well known as Jumeirah.

Once established, Spinneys started to open stores throughout the UAE. With a headquarters in Bur Dubai, Spinneys

even opened the first neighbourhood shopping centre in Umm Suqeim. Today Spinneys has a chain of fifteen stores that spans across the UAE. Spinneys has also moved into Oman with eight stores making a total of 23 stores across the UAE and Oman and still growing!.

PRODUCTFood safety, quality, freshness and service have been the main drivers in Spinneys spectacular growth. Spinneys was the first brand that offered a range of quality fresh products and today, after 44 years, Spinneys still strives to offer an extensive range of fresh products. This has translated itself into the tag line for the brand – The fresher experience.

To ensure that customer needs are met Spinneys constantly monitors shopper trends. Spinneys has invested in in-store bakeries, butcheries and delicatessens to further deliver on the promise of freshness and range. By launching the Home Choice range (Spinneys private label) Spinneys offers quality products at affordable prices. Spinneys has developed a network of suppliers around the world and these suppliers, as well as the latest information systems and excellent cold chain and distribution facilities, guarantees fresh, safe and quality products at affordable prices. Spinneys, also values the support of its suppliers and associates towards its growth and success. To further strengthen their relationship, Spinneys has initiated an annual “Suppliers Awards” which recognises and appreciates their contributions and achievements.

At Spinneys customers are assured not only of fresh quality products but they also enjoy a store ambience that makes shopping enjoyable and stress free. Excellent service, friendly and knowledgeable staff at Spinneys are an integral

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part of the Spinneys experience. Spinneys recognise that their most valuable asset is their staff and invest heavily in training and reward them through competitive salaries and aggressive performance bonuses.

Spinneys offers customers products and information on living a healthier lifestyle that takes into account the customer’s current lifestyle. There is a constant drive by Spinneys to provide customers with value added services to help enhance the shopping experience. Spinneys maintains stringent criteria for its suppliers to ensure a hygienic, controlled and safe environment throughout the stores. All Spinneys stores are updated and well maintained, keeping customer needs in mind. Every store is well presented, warm and welcoming to ensure that the customer’s visits are hassle free and enjoyable.

RECENT DEVELOPMENTSIn the UAE, Spinneys expansion plans have resulted in the company opening several new stores in recent years but there is a finite amount of new stores that one country can have so, having conquered the UAE market, Spinneys has looked to expansion overseas and has now moved beyond the boundaries of the UAE. Today Omani consumers have easy access to Spinneys quality and freshness and the whole range of products that Spinneys has to offer.

As everything around us is touched by technology, Spinneys too has made sure that their practices and systems remain up to date. Implementation of SAP (a centralised automated stock replenishment system) is just one example of how Spinneys keeps up with the times and how investment in new technology is making things even better for their consumers.

PROMOTIONSpinneys promotions always focus on the uniqueness of its product strategy. The emphasis has always been on communicating freshness, quality, range and service and

this is captured in the brand promise statement, “The Fresher Experience”.

As Spinneys has expanded its customer base in the last three years and, in the process

becoming even more price competitive, the promotion strategy has evolved and now communicates “freshness and quality, at prices you can afford”.

Specifically, this premise is brought to the forefront by such promotions as “Market Day” and “Weekend Specials”. Market Day at Spinneys happens every Monday and incorporates unbeatable offers on fresh produce. These offers are taken to customers through mass media advertisements, door-to-door drops

and in-store leaflets.“Weekend Specials” are a range of attractive

offers on products other than fresh produce and typically last from Thursday to Saturday, traditionally the busiest time of the week for UAE supermarkets. These offers are also made through specific newspapers and magazines which are aimed at particular market segments. Spinneys also develops and promotes “themed sub-brands” which are typically offered around the time of important festivals or days – Ramadan, Christmas, Back-to-School and so on.

BRAND VALUESSpinneys Dubai have long been established as the premier Supermarkets offering a wide product range, best quality, friendly service and convenient shopping.

This reputation is being enhanced as Spinneys is committed to grow its market share by providing a convenient shopping experience as close as possible to where their customers work and live through multiple format stores, ranging in size from 2000sq. ft. to 40,000 sq. ft.

They are dedicated to consistent growth

by providing their markets with distinct high quality products and services that meet and exceed the needs of their customers and principals. They will lead their respective fields into the future by creating customer loyalty and principal partnerships through a well trained and dedicated workforce.

The distinctive green and yellow logo of the brand has not changed over the years and has become a ready identifier for the brand and its distinctive values of freshness, quality and range.

Spinneys employs a stringent selection process when choosing products and suppliers so that customers expectations can be exceeded. The staff are well trained, friendly and motivated so that all customers have an enjoyable shopping experience. Spinneys has adopted a policy that the company will not embark on any project that has potentially high short term revenue gains for the company but which may in some way blemish the brand’s identity in the long term.

www.spinneys.com

Spinneys first customer was Sheikh Rashid.

Spinneys is wholly owned by Mr Ali Albwardy, a UAE national.

Spinneys enjoys a customer footfall of over 30,000 people per day

Spinneys Dubai LLC is 44 years old

Spinneys has over 25,000 product lines

Spinneys imports from all over the Middle East, Europe, America, Africa and Australasia.

Spinneys is the fastest growing supermarket chain in the UAE

Spinneys customers include all nationalities residing in the UAE and Oman.

Spinneys employs chefs, hygienists and product specialists to bring you the fresher experience.

Things you didn’t know aboutSpinneys

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