Merlin promises magic margins
on: May 6, 2009, 12:50 am
Digital will attend Digital Consumer Channel (DCC) MEA 2009 with
a lifestyle technology product range that the company claims represents
some of the most innovative consumer electronics kit available
in the market today. Merlin reckons that its products also offer
retailers a compelling margin proposition and a solid growth opportunity
during the current economic conditions.
Bachani, group head MENA region at Merlin, said: “Associating
with the Merlin brand lends an image of being at the cutting edge
to the participating retailer. Merlin products have proven to
be best sellers in their categories at international super stores
such as Dubai Duty Free, Plug-Ins, Carrefour and CompuMe to name
“New innovative products tend to be recession proof, a fact
that can be proven, with Merlin sales in the region looking to
grow a healthy 15% to 20% in a slowing economy. Merlin resellers
enjoy healthy margins and industry leading retail and marketing
support, ensuring that a very profitable partnership is created
between Merlin and its resellers,” Bachani added.
Merlin plans to increase brand awareness at DCC MEA, explain the
breadth of its product portfolio and target potential retail partners
in new geographies. The company will also look for feedback from
its existing partners as it attempts to lay the foundations for
continued growth in the region.
“The MEA market does not seem to have suffered to the same
extent from the global crisis as many other geographic locations.
We expect growth all through the MEA region for the Merlin range
due to a very competitive product mix and young target population,”
Merlin reckons that its products have a novelty effect, which
can act as a magnet for foot traffic within a retail outlet. Merlin’s
portfolio covers a wide range of product areas including storage
products, boys’ toys and high-technology gifts, car multimedia
and bluetooth products, digital photo frames, iPhone and iPod
accessories and laptop stands plus much more.
“Merlin does have a professional channel programme- with
very attractive margins at every step in the chain including our
distributors and our retail partners. We have seen the margins
that our partners make on competitor products and Merlin stands
out very favourably, not just on the margins, but also on other
essentials such as warranty, product support and training and
marketing,” explained Bachani.
Merlin offers full merchandising support to retail partners and
continues to launch new products on an ongoing basis. Full details
of new products are made available on the company’s e-commerce
enabled website - www.merlin-digital.com
- often accompanied by video clips. Merlin’s business in
the MEA region continues to grow at 15% per annum despite the
current economic conditions.
“Our company is known for treating our channels as true
partners in the marketing sense. We are very responsive to their
business needs - adjusting our targets and margins as per the
market sensitivities,” concluded Bachani.
ICT and CE-focused retailers and vendors from across the Middle
East will gather next month at the fifth annual Digital Consumer
Channel (DCC) Middle East & Africa (MEA) event, which will
take place from May 19th to 21st 2009. The region’s premier
event for the consumer electronics (CE), communications and ICT
retail channel continues to go from strength to strength, offering
a compelling mix of one-on-one meetings, conference sessions,
awards and networking opportunities for retailers, distributors
Retailers will have the opportunity to review the latest products
from the 50-plus vendors set to attend this year’s event.
With retailers attending from 15-plus countries, attending DCC
MEA offers vendors insight into markets across the region and
the opportunity to accelerate or improve their go-to-market retail
The ‘Middle East Retail Academy: 2009 Awards’ Gala
Dinner and live voting session will also take place at DCC MEA
on 20th May 2009. The awards recognise excellence in the region’s
consumer electronics and IT retail channel. A total of 22 awards
are up for grabs in 2009 with categories for vendors, retailers
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