DED and DEPE launch consumer rights awareness programme for retailers

• Programme held in cooperation with Dubai Shopping Malls Group
• Programme aims to further enhance Dubai’s position as premiere retail hub of the region

The Dubai Events and Promotions Establishment (DEPE), under the auspices of the Department of Economic Development (DED), announced it is conducting a comprehensive training programme for sales staff at retail outlets. The move is aimed at strengthening the awareness and implementation of the UAE Consumer Code of Rights that was enacted into a law in 2006 which seeks to promote competition and fair trade in the market place to benefit consumers, retailers and business alike.

The announcement came in a gathering organised by DED and DEPE at The Address Hotel, Downtown Dubai, as part of a larger, ongoing initiative to protect consumers and enhance the shopping experience across the more than 6000 retail stores in Dubai. The gathering was headed by Laila Suhail, CEO, DEPE and Omar Bushahab, CEO, Commercial Compliance and Consumer Protection Division, DED, and attended by Ibrahim Saleh, Coordinator General, DEPE, in addition to more than 100 of the main retailers in Dubai.

Having built a solid reputation as a world-class shopping destination, DEPE hopes the training programme will further enhance customers’ shopping experience in Dubai, and ensure the highest levels of satisfaction and loyalty.

Laila Suhail commented on the initiative: “Our meeting today comes in line with our commitment to ensure that the retail sector embraces the laws related to consumer protection, in order to promote higher levels of customer service and build customer loyalty and satisfaction.”

“Today, and as we emerge from a global financial slowdown, we come together again to launch this program. The Government of Dubai is investing in an initiative that we believe is greatly important in this crucial stage for the retail sector, especially with the fierce competition with other markets to regain the consumer confidence. Hence, we are stepping up our cooperation through the Consumer Protection Campaign, for it should be very clear that by protecting our consumers, we are in fact protecting our retail industry,” she added.

Suhail also explained that the Consumer Code of Rights promotes competition and fair trade in the market place to benefit consumers, retailers and the community. “I assure you that the enforcement of the rights is not to make life difficult for retailers or to favor consumers but rather to promote a healthy trading environment which is transparent and regulated,” she said.

From his side, Omar Bushahab explained DED’s role in this initiative: “The Department of Economic Development is the only government department in Dubai that is dedicated to raising awareness of consumers’ and retailers’ rights and responsibilities. Through the Commercial Compliance and Consumer Protection Division, the Department will also deal with any relevant disputes.”

“Retailers have a number of criteria to ensure the law is not infringed in any way, and the better these responsibilities are implemented, the less room for retailer and consumer conflict. I would like to stress here that the Department’s intention is to support both retailers and consumers and offer solutions as per Federal Law directives when a mutual decision between retailers and consumers cannot be reached,” he said.

Speaking on behalf of Dubai’s Shopping Malls, Majid Al Ghurair, Chairman, Dubai Shopping Malls Group (DSMG) said: “The Retailer awareness campaign is an important segment of the Consumer Rights Protection Programme, and will go a long way towards educating and informing the retail sector about the rights of the consumer. The DSMG is happy to support this key initiative from DED, as it will raise Dubai’s customer service levels and bring it on par with world class standards, thereby generating long term sustainable benefits for the retail sector in the country.”

DED and DEPE’s mutual initiative could not have come at a better time. A recent survey conducted by a major credit card service provider says consumers in the UAE are increasingly bullish about the first half of 2010, with confidence level among consumers being the highest in the Middle East. This and the expected upsurge in retail activity during the shopping festival period provide further impetus to raise customer service standards in Dubai’s malls and retail outlets.