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 (UAE)
 Panda (KSA)
 Carrefour (UAE)
 City Center (Kuwait)
 Union Coop (UAE)
 Pharmacy
 Boots (UAE)

3. Executive summary
Looking back on 2010, and the work we saw in Q4 2010, it‟s fair to say we‟ve taken
giant steps from where we were just 12 months ago. We‟ve witnessed brilliant work
from every category, and not just from the big players. This shows us that the entire
marketing community is taking shoppers seriously, and this only brings out the best in
us.
This quarter‟s „best in class‟ shows clear intentions to tackle shopper barriers that go
past the generic „hypermarket visual clutter‟. Integrating research and strategy and
manifesting it in simple execution should be the name of the game in 2011 and moving
forward.
So, similarly to the entire marketplace, Storebites will also be stepping up its game!
We‟ll be launching a whole new format that should integrate more 1) content, 2)
analysis and 3) overall value for all readers.
Looking forward to more shopper marketing brilliance in 2011!

4. Shopper behavior in the news
Visa records significant jump in DSF spending
DUBAI – Shopping lovers took full advantage of the promotions available during this
year's Dubai Shopping Festival (DSF) as their spending witnessed a significant jump
compared to last year.
Visa, one of the world's leading electronic payments networks, revealed on Tuesday
that the total amount spent on internationally issued Visa cards in the UAE
recorded a 37% rise to USD 75 million during the first week of DSF, compared to
USD 55.7million spent during the same period last year.
zawya.com, 23/02/2011

5. 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.
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.
Planet Retail, 27/09/10

6. 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, 8/10/10
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 AED
700million (USD 190.54million) 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

7. 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 region-wide 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

8. Best in store
.
Pampers‟ work in store really grabbed our attention this quarter. Their
execution clearly took into account shopper barriers stemming from the
novelty of their pack/product.
By using a simple display, they managed to reassure moms that this was
just as valuable a proposition (diaper count) all while demonstrating the
benefit of better design and technology (size).
Brilliant.

9. (UAE)

10. Lulu‟s promotional
area was dedicated to
the store‟s yearly
campaign: Lulu Live
for Free.
Huge banners and
posters dominated the
area, with palette
wraps specific to each
P&G brand
participating in the
campaign.
Ariel, Always,
Pampers and
Head & Shoulders
were among the
participating brands
in Lulu Live for
Free.

11. Afia olive oil had a very
eye-catching, heart-shaped
display unit in the G3G4
area of the store, which is in
line with the brand‟s claim.
Fairy continued its
strong POS work with
simple die-cuts to grab
Downy improved shoppers‟ attention.
their existing
stands from last
quarter with this
new design in
higher quality
material.

12. (KSA)

13. To push their in-store “Buy
one, get one free”
campaign, Panda made
sure to get maximum
visibility at the end of every
aisle.
In an effort to get shoppers to understand
the details of their purchased products,
Gillette installed interactive shelf stoppers,
allowing them to get their hands on the
products.

14. Considering they are launching a thinner diaper, Pampers tackled the
possible issue of having moms confuse this thinner diaper with a smaller
pack count, by making sure their palette wrap displayed the improved
product, its benefit and the number of diapers in a pack.

15. (UAE)

16. A great example of taking shopper
Dove brought its “Damage Therapy” marketing beyond store borders,
campaign to the store, mimicking the Philadelphia Cream Cheese made sure
currently ongoing ATL campaign. to give shoppers the opportunity to
notice the brand from a distance, even
before entering the store, reminding
them of the brand in case it wasn‟t on
their shopping list.

17. Barbie had a very
attractive display unit
in the promotional
area of the store,
almost guaranteeing all
little girls would include
one in their letter to Famous chocolate brand
Santa. Lindt also joined in the
festive spirit by having a
big floor display by the
promotional area, and at
the end of the Christmas-
themed aisle.
Nutella made sure it didn‟t go
unnoticed, replicating its iconic
jar.

18. (Kuwait)

19. Kinder used flashy colors and a unique
design to get kids to ask their mothers to
buy them Kinder chocolate.
Tang followed Nutella‟s lead and also leveraged
their iconic jar.

20. (UAE)

21. Interestingly, Activia and
Al Safi made sure to mention
their products were “Made in
the UAE”, considering the
product mix available on shelf.

22. (UAE)

23. By displaying some products hanging between
categories in a disruptive arrangement, Boots
made the most of its minimal shelf space to grab
shoppers‟ attention.
Although it might seem very
basic, putting highlighters on
price tags worth noticing,
with “Boots recommends”,
made the shopping
experience that much
simpler for shoppers.

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