Since its founding in 2005, Sharaf DG has grown from the UAE's first big-box electronics store — a 15,000-square-foot location in Dubai — into a leading multi-brand electronics retailer with 30 stores across the United Arab Emirates, Bahrain, Egypt, and Oman. With more than 10,000 products and over a million store visits each month, the brand is known for exemplary service and product knowledge at the store level.
The Challenge
Sharaf DG segments each store into "brandboxes" — spaces allocated to specific brands — and wanted to precisely measure each brandbox's performance to support a data-sharing model and future data-monetization programs. It had begun the project with competing vendors, but after two years was dissatisfied with the data quality: inaccurate traffic counts, inaccurate conversion rates, and a lack of comprehensive, contextual insight into shopper journeys in stores.
The Solution
Sharaf DG selected RetailNext for its accuracy, future-proof platform, global service, and unique ability to identify and exclude staff from analytics. It rolled out RetailNext Traffic Analytics alongside shopper-journey (path) analytics from Insights, powered by the Aurora® all-in-one IoT sensor. The data is piped into Sharaf DG's BI environment and combined with other datasets — stock availability, demand planning, and staffing — for unified visualization across marketing, merchandising, and operations.
The Results
With accurate, layered store data feeding its brandbox dashboards, Sharaf DG gained a reliable, full-funnel view of how shoppers, products, and staff interact in each store — the foundation it needed to optimize brand performance, sharpen staffing and conversion, and build toward data-driven programs that help its brand partners make better strategic decisions.
