Al Sayegh Brothers Trading Company has completed more than 25 years in the UAE. The company is acknowledged as a leader in the distribution of electronic products, offering a high quality service.

Al Sayegh is committed to being a 'First Choice' business partner by offering its innovative products and quality service to its valued local, national and international customers. The company uses its distribution channels effectively through its dealers and showrooms, and via duty free shops. Al Sayegh markets the entire range of digital products from LG, Olympus, watches of several international brands, including Jeep and Royal London, Palson home appliances, Xm car monitors, and now Disney mobile phones.

The retail section of Al Sayegh is to showcase the products of the Company as well as other international brands under a new multi-brand banner called E4U. “We have about 19 outlets across the UAE but the target is to have forty by 2008. We have already booked retail space in all the new malls coming up around the UAE,” said Shahzad Ahmed, Director of Marketing and Retail for Al Sayegh Brothers.

Al Sayegh will be different from the rest of the big players in the electronics sector and provide personalized service to its customers. The company intends to have a few lifestyle and popular brands in these new outlets and introduce an interactive atmosphere.

“We believe in the importance of human resources in our company. We have a large requirement for merchandisers and we feel that outsourcing is the optimal solution and the way to manage our large, dynamic team. It is more efficient and leaves us with more time to focus on our core business and organizational development needs. We need the right talent to get the sales of each product going and that includes merchandisers who really know about the product. Selecting and retaining the right personnel is a challenge. It is very important that our partners in this exercise should be a professional company that can take care of the needs of the personnel, in order to get the maximum benefit from the human capital that we have. We ensure that each merchandiser is trained to give the right information to the customer, and sales incentive programmes are in place for the team to boost sales,” said Ahmed.

Al Sayegh Brothers manages more than 55 Dulsco merchandisers in the different retail outlets, and is aiming to take in more merchandisers to serve in its upcoming retail centres. “We have some excellent performers from Dulsco”, added Ahmed. Al Sayegh intends to provide more product-training to merchandisers during this year. Dulsco is also in the process of initiating a merchandiser training programme to improve the level of personnel being deployed. We hope the partnership between our companies goes on to achieve greater heights in the future.