Shopper expectations in the UAE capital are evolving from being product-based to experience-based, according to the CEO of UAE’s largest mobility retailer, axiom telecom.


“Abu Dhabi shoppers are largely comprised of young Millennials who are looking for a non-traditional retail experience, one characterized by the ability to experience products before making a purchase,” says Fahad Al Bannai.

“Today’s customers are tech-savvy and know exactly what they are looking for in a product. Not only do they have specific requirements – they are searching for ways to make the most of their product and maximize their return on investment. This consumer thirst for experiential shopping is what inspired the creation of our new store concept, which we are introducing for the first time in Abu Dhabi.”

The launch of axiom’s innovative shopping concept in Abu Dhabi Mall marks the retailer’s third store renovation in the UAE after Dubai Festival City and The Dubai Mall. It is also the sixth axiom revamp in the region, with three recent store launches in Saudi Arabia.

Dubai Festival City’s ongoing transformation has made it a preferred shopping destination, with a new 2,500-seat indoor food court, and a beautiful waterfront promenade that overlooks Dubai’s expansive skyline and is progressively offering a host of exciting outdoor dining and entertainment options – all just moments away from the axiom store.

“In today’s fast-paced lifestyle and competitive market environment, customer convenience and service excellence are key to the success of any business. Through our deep understanding of the local and regional market, we are able to offer a one-stop-shop approach that caters to customers’ diverse requirements,” says Al Bannai. “Shoppers are now able to walk into our store, experience the latest gadgets, personalize their chosen device, activate it, and sign up for reliable aftercare services all under one roof. So customers leave not only with a personalized product they can begin using immediately, but also peace of mind, knowing that they truly got value for their purchase.”

The region’s tech lovers have been widely receptive to axiom’s unique approach to retail, with an average footfall increase of 30 per cent at each of its new stores. Among the many exciting new services shoppers will discover at axiom is ‘X-Customs’, a first-of-its-kind in-store customization zone that allows customers to personalize their most prized possession – their smartphone.

From gold plating, engraving, and colorful skins, to UV printing, clear protection, and Swarovski crystals, XCustoms allows gadget owners to express their individuality – whether it is supporting a favorite band or team, or showcasing a unique sense of style. Nearly all services are completed in-store, allowing customers to make a statement with their personalized device in as little as 15 minutes.

Techies looking to take their mobile experience to the next level can choose from a host of accessories, including products from industry leaders Beats, Fitbit, Jawbone, JBL, Monster, Merlin, and Sandisk. From the latest in wearables to cutting edge connected devices, such as Virtual Reality headsets, 360-degree cameras, and truly wireless Bluetooth headphones, axiom provides a compelling selection of the latest that mobile technology has to offer.

What’s more, live demo stations make it possible for customers to experience some of these exciting technologies and accessories before making a purchase. This includes the largest selection of smartphone cases, allowing shoppers to choose from a wide assortment of protective covers that cater to every taste – be it contemporary, chic, or classic. And with animated LED screens running across the store walls, customers will always feel fully engaged.

Meanwhile, the new du service desk at axiom allows customers to immediately activate their phone through a host of attractive packages.

Customers can also benefit from axiom’s signature value-added services, which include Extended Warranty, Damage Protection, Priority Repair, Pick-up and Delivery for Phone Repairs, and Trade-in offers, ensuring uninterrupted connectivity. 


About axiom

Axiom was established in 1997 by Faisal Al Bannai and is today the leading multi-brand, multi-channel distributor and retailer of mobile telecommunications devices, accessories and telecom services in the Middle East.

Axiom's distribution network provides multiple points of access to the end consumer through three principal routes: the retail channel, through a variety of brands and store formats; a micro-distribution channel, for independent stores; and a macro-distribution channel serving wholesalers for domestic and international sales. Axiom has more than 2,500 employees and operates over 600 retail points and reaches over 4,000 points of sale across the Middle East. The Group also has strategic interests in associated companies operating in India and South Africa.

The axiom promise is a commitment to excellent customer service and continuous innovation to ensure customers receive the best ongoing support and advice on a wide range of telecommunications products and services, including:


  • Pick up, repair and delivery
  • 60 Second Data Transfer
  • Express Repair Service
  • Regional warranty
  • Trade In
  • Price Protection Guarantee
  • Expert Salespeople
  • Stand-By Phone During Repairs
  • Damage Protection (paid service)
  • Mobile Security (paid service)
  • Priority Repair (paid service)


Source: Wallis Marketing Consultants