Muscat – Sharaf DG, a leading electronics retailer in the GCC region, has solidified its position in the Omani market and recently won Oman’s Most Trusted Brand Award 2024 in the Electronics Retailer category. In an exclusive interview, Nilesh Khalkho, CEO of Sharaf DG, discusses the company’s success in maintaining customer trust amidst fierce competition. He also sheds light on Sharaf DG’s strategies for embracing technological innovation, enhancing the shopping experience, and its commitment to sustainability. Khalkho further shares the brand’s efforts to strengthen its online presence and build long-term customer loyalty in a fast-evolving market.

Sharaf DG has been recognised as Oman’s Most Trusted Brand in the Electronics Retailer Category. Which factors do you believe have contributed to this success, and how do you maintain customer trust in such a competitive market?

Sharaf DG’s recognition is a testament to its unwavering commitment to customer satisfaction. The company’s customer-centric approach ensures that shoppers receive personalised attention throughout their purchasing journey. By offering a wide array of products and the latest in tech, we cater to diverse consumer needs. Furthermore, the brand’s dedication to maintaining high service standards and providing exceptional after-sales support has solidified its reputation in a competitive market. These elements collectively foster and sustain customer trust, enabling Sharaf DG to stand out as a leader in the industry.

With technology evolving rapidly, how does Sharaf DG ensure that customers in Oman have access to the latest innovations? And what recent initiatives have you introduced to enhance the shopping experience?

In the rapidly evolving world of technology, Sharaf DG has collaborated with all the leading tech brands to ensure we offer the latest AI products, smart ecosystems, and sustainable technology, keeping our customers connected to cutting-edge innovations. Committed to delivering exceptional shopping experiences, we have established dedicated experience zones within our stores and launched a dedicated call centre with toll-free numbers, ensuring complete support for our customers.

E-commerce has transformed the retail landscape worldwide. How do you see the growth of Oman’s e-commerce market compared to other countries in the region, and what strategies has Sharaf DG adopted to strengthen its online presence in Oman?

E-commerce is reshaping the retail landscape globally, and Oman is no exception. While the e-commerce market in Oman currently accounts for only 1% of total retail sales, the government is actively promoting a digital society and e-government services through the Information Technology Authority (ITA).

Recognising this potential, Sharaf DG has implemented a seamless omnichannel approach to meet diverse customer needs. We have introduced differentiated services for online buyers, including expedited 24-hour delivery, and launched a dedicated Arabic version of our website to better serve our loyal Omani customers.

The GCC market is a key region for Sharaf DG. How has your presence in Oman influenced your overall growth strategy, and are there plans for further expansion in the country or across the region?

We continually assess our present store locations to align with customer needs, recognising Oman as a strategic region. Sharaf DG is always on the lookout for new opportunities to better serve customers. This approach ensures agility and responsiveness to market demands, reinforcing our commitment to delivering exceptional shopping experiences.

Sustainability is becoming a major focus in the electronics industry. How is Sharaf DG integrating sustainable practices in product offerings and business operations, both in Oman and across the GCC?

Creating solutions for nature has driven the team to implement several initiatives for sustainable growth. The introduction of digital catalogues to go paperless has been a major step in this direction. Sharaf DG issues green bills via email and provides cloth and paper bags for customers to take home premium products in green covers. Additionally, stores have been upgraded with LED lights, saving 20% on energy. We have also initiated and delivered the largest e-waste collection and books donation drive, along with the biggest buyback programme, which have become industry benchmarks in the UAE and are soon to be launched in Oman. This well-rounded approach has consistently supported the environment.

Customer loyalty is a major driver of success in retail. What strategies has Sharaf DG implemented to build long-term relationships with customers, and how do you see these evolving in the future?

At Sharaf DG, fostering long-term relationships with customers is central to our success. To deliver on this promise, we have implemented robust customer experience standards. Our commitment to trust and reliability is further exemplified through the DG Member programme, which offers exclusive benefits such as bonus discounts, early access, and special offers, rewarding loyal customers. Looking to the future, our aim is to enhance these initiatives by leveraging technology to provide more personalised experiences.

Looking ahead, what are the biggest trends shaping the electronics retail industry, and how is Sharaf DG preparing to stay ahead of the competition while continuing to provide value to its customers?

Key trends shaping the future include the integration of artificial intelligence (AI) and machine learning, the widespread adoption of 5G technology, and a strong emphasis on product availability, quick commerce, and personalised services. Sustainability has also become a crucial factor, with shoppers favouring brands that demonstrate environmental responsibility.

To stay ahead, Sharaf DG is enhancing its omnichannel approach for a cohesive and convenient shopping journey. By leveraging AI and data analytics, we aim to offer personalised product recommendations and improve inventory management, ensuring that customers have access to the latest innovations promptly. Our commitment to sustainability is reflected in efforts to promote energy-efficient products and implement eco-friendly practices within operations. By staying attuned to these trends and proactively adapting our strategies, Sharaf DG is well-positioned to lead in the evolving electronics retail landscape, delivering unparalleled value and experiences to customers.