RECENT DEVELOPMENTS benchmarked as a world-class retailer in the their success aswaaq extended its physical footprint by region, aswaaq regularly undertakes a number of l Teamwork: Embracing diversity and unifying goals successfully launching a new concept called corporate social responsibility (CSR) activities and l Transparency: Authentic, open and trustworthy aswaaq Mart in two new strategic locations in events. Working with charitable organisations and l Fun: Energising the atmosphere with a smile the Greens Community owned by Emaar and Al healthcare providers in the areas of education, aswaaq’s Beliefs: Barsha 1 in 2015. local talent and the environment, aswaaq is aswaaq ensure that their day-to-day activities The brand also launched its bilingual (English a pioneer in social responsibility and is keen reflect the fulfilment of their core values. They and Arabic) online shopping platform www. to add value to the communities in which it believe that there is no compromise when aswaaqonline.ae enabling customers to order operates. aswaaq has continuously promoted it comes to customer satisfaction and ethical and receive groceries from the comfort of their its brand in line with its strategy to expand its business practice. Their beliefs are as follows: own homes. The new platform also has a range business and increase awareness through various l Transparency and Fairness: Customers deserve of flexible payment options: cash on delivery, communication channels. sincere and transparent information about where online credit/debit card payment or Wafa points. their products come from, how they are produced Moreover, the official website www.aswaaq.ae was and the way they are priced. renovated to be more interactive, to stay in tune l Authentic and Simple: Customers are looking for MARKET across Dubai continues to grow, with its portfolio with current technologies and to serve as a central an authentic, traditional shopping experience. With its eleven supermarkets, seven community of outlets located in key areas including Al Barsha source of information for customers. In addition Delivered Fresh Daily: Customers should be able malls and two dakakeen, aswaaq is part of 1, Al Barsha South, Al Badaa, Greens, Nadd Al to the new online platform, aswaaq’s mobile to buy fresh food on a daily basis, making their visit everyone’s daily life. Located in the heart of Hamar, Al Mizhar, Al Sufouh, Umm Suqeim, Al application for Android, IOS and Windows devices an enjoyable, positive and inspiring experience. the community, being in close proximity to its Rigga, Al Warqa’a and Mirdif. enables customers to take advantage of a host l Caring and Personalised: Offering a true customers and neighbourhood is what sets of incredible offers that can be redeemed at the ACHIEVEMENTS personalised and friendly range of services aswaaq apart from the rest. touch of a button. Wafa members can also access to customers helps establish long-term, loyal At each of their supermarkets, you will In a span of seven years, aswaaq has not only their purchase history and accumulated points, relationships. encounter quality in every aisle – every day. Only achieved a number of significant business among other features such as resetting their pins l For the community: Contributing to community the finest products, strictest quality standards and milestones, but have also earned several awards, and managing their accounts online. development by promoting talents and local fair prices make their way on to their shelves. accolades and industry accreditations. Additionally, aswaaq has also participated in UAE Innovation products is very important to aswaaq. It plays Moreover, aswaaq introduced an exclusive range aswaaq has been a part of Innovation Week and Week and showcased the Smart Shopping BRAND VALUES a social role and focuses on the education of of French Monoprix products to the Dubai Retail Week held in the UAE. Concept, No Cash No Card with self-checkout. aswaaq’s Vision: our customers, whatever their nationality or marketplace through its supermarkets and mart Certifications To be benchmarked as a world-class retailer in the background. stores. The choice of products is in direct response Aswaaq end to end processes are designed based region. charitable organisations to aswaaq customer demography which highlights on the best practices therefore, the same was l Best Dubai Municipality Customer Award for aswaaq’s Mission: a selection of ‘specialty items’ that customers certified by LRQA against below standards: Food Safety Internal Training 2009 To build a profitable, competitive and sustainable www.aswaaq.ae l would like to see them offered in the UAE. These ISO 9001-2008 Certification l Gulf Customer Experience Award 2015 business through our people, continuous l items include everything from fresh cheeses to HACCP Certification innovation and excellence by providing quality l chocolate mousse brought to customers from ISO 14011-2004 Certification – Environment HISTORY services and products to their customers and France. Management System aswaaq was conceptualised in 2007 and first community. l OHSAS 18001-2007 Certification – Customers can benefit from an enriched online introduced into the public domain in April of Brand Promise: shopping experience, a superior blend of value, Occupational Health and Safety that year by His Highness Sheikh Mohammed bin l Quality – aswaaq ensures quality products and comfort and style. From family favourites to Rashid Al Maktoum, the Vice exciting surprises, you’ll find everything at aswaaq services are provided to customers by complying President and Prime Minister with regulations and international best practice online store. of the UAE and Ruler of Dubai, Community malls are where enchantment standards. during a presentation of the l Fairness – aswaaq works towards offering meets diversity. With every visit, customers are UAE government’s strategy: immersed in the buzz of a traditional market, fused value for money through competitive pricing, “We have solutions that are promotions, the Wafa loyalty programme and with an eclectic choice of products and value- basically dependent on our added services, such as pharmacies, salons, clinics private labels. youth, like the aswaaq project, l Giving back to the community – aswaaq is a and other essential services. aswaaq community which is based on state-of- malls not only support local SMEs by providing a responsible retailer with an unbridled commitment the-art technology, minimises to its local community, such as special privileges vibrant, dynamic and stable environment in which the need for marginal labour to trade, but are a hub for social activities and for Sanad and Zukhur card holders. It is a and provides a wide range of distinguished brand that won the Cannes Lions initiatives for the local community. opportunities for the youth.” By entering their International Award in 2009. Their brand icons Over the last seven years, THINGS YOU DIDN’T KNOW ABOUT Dakakeen branches reflect positively in the community and help reflect through its launch and in Al Mizhar and Al the UAE’s diverse culture every step of the way. ASWAAQ subsequent expansion, aswaaq Warqaa, you have has stayed true to its promise, l the opportunity PROMOTION In 2009, aswaaq was honoured by the providing community-centric supermarkets and to rediscover the official visit of HH Sheikh Mohammed bin outlets catering to the diverse needs of a unique aswaaq has a strong brand presence across art of shopping numerous platforms and media, having been Rashid Al Maktoum. cultural population. l from a bygone era re-launched for private labels. Largely customer The wafa loyalty programme has more than 218,000 customers from 190 different courtesy of a soulful focused, each activity targets different products PRODUCTS nationalities. It is unequivocally a brand for all souk concept that and services throughout the year. Several seasonal Community malls deliver more of a daily one- communities and nationalities. preserves the rich promotional campaigns are strategically used, heritage and culture stop-shopping destination for Food and Beverage l aswaaq won the 2009 WPPD CREAM and services. With a selective choice of outlets, including National Day, Eid, New Year and Back to Awards for Identity and Branding. of Dubai. School. The online platform is constantly updated aswaaq’s presence products and services, including restaurants, l aswaaq supermarkets are HACCP certified. pharmacies, beauty salons, stationery, banks and to inform customers and the communities about The brand also holds ISO-9001 (2008), other essential services, spending the day there is the new items that are available in supermarkets. ISO-14001 (2004), OHSAS 18001-2007 as simple as it is enjoyable. With aswaaq’s loyalty programme ‘Wafa’, you certifications in addition to receiving the Awards A trip to one of aswaaq’s supermarkets is truly are rewarded for everything you buy, receiving up aswaaq’s Core Values: Dubai Quality Appreciation certification in l Dubai Quality Appreciation a different type of shopping experience. A broad to 10% cash back on monthly purchases, discounts, The core values are the guiding principles that 2013. Award 2013 selection of the finest quality of fresh, ambient special promotions and offers. Wafa is free to dictate behaviour and actions. They help us l 33 % of aswaaq outlets have been leased to l Voted Superbrand for 2014, and frozen products competitively priced in an join, and points can be earned, redeemed and determine our current and future course of action members of Dubai SME. 2015 and 2016 environment oozing with comfort, style and encashed from the membership account quickly when fulfilling our business goals. aswaaq’s core l aswaaq does not sell tobacco products as l Best Employer – Middle East culture await you. Choose from a wide range and easily. Noor Bank has tied up with Wafa to values are: part of its belief of promoting healthy life style Award from AON Hewitt for 2013 of fruit and vegetables, freshly baked goods and release a Noor-Wafa credit card with exclusive l Dedication: Committed to deliver within the communities.