More focus on travel services planned in-store for 25 outlets.
Middle East Azadea Group, the holding company for Virgin Megastore in the Middle East, plans to have a total of 25 stores in the next 10-13 years, Nisreen Shocair, president, Virgin Megastore Middle East, told GMR.
Three will be opening before the end of this year, adding to the 11 already in operation across the region.
The announcement follows the renewal of Azadea licensing agreement with Virgin Stores France.
The 13-year deal extends the original seven-year period agreement signed in 2001. Scouted locations include Sharjah and Dubai's Mirdif community.
Besides a regional rollout, an expansion of product offering beyond entertainment is also planned. This will include more consumer electronics and gift merchandise.
Customer figures show 69 per cent of visitors to the stores are male, although they also show a gradually increasing female footfall - at up to 7 per cent - in the past two years.
Among the in-store activities that have been or will be adopted is a quiz night. There will be more focus on travel. The company is considering installing a travel agency within its stores, which will offer a spectrum of holidays, from "extreme" travel packages to shopping and spa getaways.
Virgin Megastore is also slated to revamp its website, making it more interactive, and is considering opening staff and customer forums.
© Gulf Marketing Review 2008
