November 20, 2019

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E-City touts service credentials

by Stuart Wilson, Thursday 12 March 2009

There’s a new player in the Middle East consumer electronics and ICT channel, planning to put services at the heart of its customer proposition. E-City – a retail brand launched by the Sharjah-based Al Batha Group – has opened its first UAE store at Wafi City, Dubai. Described as the region’s first ‘super-speciality electronics store’, E-City’s ‘Service Squad’ will offer a range of maintenance and support services.

“E-City is a concept whose time has come,” said Mueez Rahman, COO at E-City. “There’s a need to offer the precise brands, products and models the customers need. The E-City concept understands that and offers customers only world class brands across a wide range of products.”

”In today’s times, just selling the latest gadgets and appliances is not enough. The customer expects a complete electronics experience, including servicing and maintenance. This is where E-City’s Service Squad comes in,” he added.

”Our Service Squad is the only one of its kind in the entire Middle East. The Squad is available to service any gadget or appliance purchased anywhere. Because most people don’t know what to do when their laptop stops working. Or when you buy a mobile handset abroad. The gadget gets locked or something goes wrong - what do you do? Call E-City Service Squad,” he continued

E-City reckons that its service offering will help it stand out as ‘the store with more’ in the highly competitive retail channel. Rahman reckons that Wafi City was the ideal venue to launch E-City with the mall attracting serious shopper with a high percentage of genuine buyers.

Al Batha, the Group behind E-City, plans to open additional retail outlest at the Mall of the Emirates and in Abu Dhabi.

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