The High Culture of Convenient Shopping Experience featuring Rahmania Mall

SHOPPING CENTRE UPDATE

THE HIGH CULTURE OF CONVENIENT SHOPPING EXPERIENCE

Sharjah Coop is the first hypermarket concept to integrate a retail outlet, department store, and supermarket under one destination at the Rahmania Mall. Originally, it started as Sharjah Coop and now they have evolved into Sharjah’s retail advisory. Rahmania Mall in Sharjah is a complete destination offering integrated services for people. The mall has 60,000 sqm of retail spaces, restaurants, cafes, and entertainment facilities, that serve all segments of society. The mall is the first community shopping destination in the Al Rahmaniya community that houses over 8,000 families. The Retail People Magazine had the opportunity to speak in a one-on-one interview with Abdullah Al Huraimel, Executive Director of New Enterprises at Sharjah Cooperative Society, one of the first cooperative societies in the UAE, which owns and operates the Rahmania Mall in Sharjah.

How are the concepts of the retail sector and shopping malls changing today to suit the idea of convenient and comprehensive shopping mall destinations?

The retail sector is constantly evolving, allowing customers to engage with a wide range of innovative products and experiences. The pandemic has impacted businesses to an extent, pushing them to transform and adapt to new realities. Owing to this, industries including the retail sector are endeavouring to satisfy the needs of customers, as consumer behaviour has shifted over the previous years. For convenience, in the retail industry including shopping malls are devising strategies, as customers are crucial to the growth of businesses. The focus of malls is shifting to placing themselves closer to communities to deliver a diverse shopping experience. At Rahmania Mall, we enrich the lives of our customers, by catering to their diverse needs. Day by day, the retail industry is becoming more fierce, necessitating the need to establish a unique position in target markets. Rahmania Mall offers a new approach to community shopping, by offering a wide variety of services and amenities. The primary goal of community malls is to provide a host of integrated services to their customers. Even Coops are shifting its focus from hypermarkets to community malls, as it serves as a one-stopshop offering comprehensive services, enabling patrons to satisfy all their needs in a single trip.

What are the features and services offered by these one-stop-shops to customers?

One-stop shop refers to the convenience of different services in a single location. At Rahmania Mall, we offer a collection of services that includes a health centre, pharmacies, money exchange, ‘Tasjeel’ for vehicle registration, Gargash Auto Services, sports facilities, and entertainment options such as Cinema City, FabyLand, etc.

How are the community malls responding to the community’s changing needs and the constant increase and change in market demands?

The primary goal of any community mall is to adapt to consumers as well as the market’s shifting needs by offering appropriate services at the right time. By offering all services under one roof, community malls simplify the shopping process. As a community mall, we intend to provide comprehensive services that improve the shopping experience. For this, we have placed ourselves close to our community in Al Rahmaniya, to offer them the highest convenience. Our competitive unique selling points (USPs) also contribute significantly to achieving this.

How are the community malls working to contribute and commit to corporate social responsibility?

Rahmania Mall is dedicated to upholding its social responsibility of offering customers a seamless shopping experience in a warm and family-friendly setting. We also organise CSR events and develop environmental initiatives, all of which are dedicated to having a positive social impact. In addition, Rahmania Mall promotes sustainability in the Sharjah business community by adhering to the high standards of operational sustainability and safety standards.

What are the most prominent services, facilities, and ports hosted and provided by Rahmania Mall as one of the community malls which is serving the community and fulfilling the needs of the customers?

The mall offers varied choices like Sharjah Coop Hypermarket, restaurants, cafes, entertainment centres, and various amenities. We also organise different festival events, retail campaigns etc., through which we provide live performances, instructional arts and crafts classes for kids of all ages, and many more.

What are the specifications of the Sharjah cooperative at Rahmania Mall and its capacity for shoppers?

Sharjah Coop is over 8,000 sqft and can accommodate over 8,000 shoppers at the Rahmania Mall. Established in 1977, we currently have 49 branches.

What are the challenges facing one-stop-shops considering the rapid growth and change in market requirements and customer needs?

Satisfying all the requirements of customers is one of the main challenges for community malls and one-stopshops. Rahmania Mall has gone the extra mile to offer everything beyond customers’ expectations. We strive to preserve a sustainable relationship with our customers, and stakeholders, as they are integral to our business. Over the years, we have also managed to gain the trust and confidence of our customers, placing their convenience and satisfaction at the top of our priority. Another challenge is the delivery of quality services. To achieve this, one needs continuous investments, and improve the efficiency of services.

ABDULLAH AL HURAIMEL

EXECUTIVE DIRECTOR OF NEW ENTERPRISES SHARJAH COOPERATIVE SOCIETY