• By ibrands 360

93-EmaxWith more than 800 brands, and over 100,000 products across 20 categories, accompanied by unparalleled service and competitive value, Emax is a one-stop-shop for all electronic needs and desires. Emax, the largest player in the electronics retail industry in the region, further strengthens the leading position of its parent company – Landmark Group as a trusted brand and name in the region. Currently standing at 44 stores across UAE, Saudi Arabia, Oman, Qatar and Bahrain and with a keen ambition for expansion, Emax plans to grow to over 50 stores by the end of 2013.

Blaze to Brilliance
Emax – launched in 2006 – has a unique offering in the GCC and strives on conveying the best instore customer experience. The brand’s product range includes a wide variety of photography, audio, IT, mobiles, home appliances, accessories, video, wellness & fitness, do-it-yourself, gaming, gifting, personal care, car electronics & navigation, watches, home solutions, musical instruments, MP3 & portable players, kitchenware, telecom, music & videos, security solutions, and much more.

Faith Factor
Although Emax is growing at a rapid rate, the company never loses sight of its vision of excellence, going by the philosophy of the Landmark Group – ‘creating exceptional value for all lives we touch’. The cornerstone of this philosophy is listening, adapting, and delivering exceptional value. Emax is dedicated to providing total satisfaction when it comes to customer service. Emax is a socially responsible brand and offers schools in the UAE a chance to visit the stores and enjoy guided tours, along with talks on each section to introduce them to the world of technology and help them understand the basics of retail. Additionally, Emax actively participates in supporting local school events and student activities as part of its commitment to nourish education and the rising generation.

Engagement that Enthralls
Emax strongly believes in supporting and harnessing initiatives from the Entertainment & Arts industry and constantly explores ways to promote the brand in several ways including event sponsorships, on-ground activities such as hosting onground cooking shows to sponsoring TV shows and giving away a Million Dirhams to one lucky shopper, thus attracting massive crowds. In terms of advertising and promotions, the brand also creates its own catalogue of offers in the form of booklets that are distributed to customers through their retail stores, offering an unparalleled range of products at competitive rates and special offers. These offers change frequently to cover all product categories in the store throughout the year, by accommodating the most competitive prices in comparison to other electronic stores. From the lowest to the highest priced items, Emax strives to offer consumers the best deal while offering the widest range of products in each category mentioned afore.

Customer interaction and engagement is key to the brand. Events such as the launch of StarCraft II and Call of Duty Black Ops were huge success stories that saw hundreds of gaming fans queuing up to buy the game at the stroke of midnight. The widely applauded Call of Duty: Black Ops won Megamers.com ‘Gaming Launch Event of the Year’ in their 2010 awards; in affirmation the brand acclaimed; “Possibly the best launch event in the history of the UAE, the Call of Duty: Black Ops midnight launch at Emax, Oasis Centre in Dubai had it all — acrobats dressed as commandos scaling down the elevators, security dressed in military gear, energetic dancers, an MC to keep the fans entertained and of course, over 600 crazy fans eagerly waiting to buy the game.” The brand is also uniquely associated with prestigious Loyalty and Reward Programs, such as Emirates Airlines and their ‘Skywards-Reward Program’. A purchase made at any Emax outlet warrants a skyward member to earn Skyward points based on the value of their purchase, thus enhancing the buying experience.

Brand Promise
Emax is set to dominate the Asian electronic retail market with an aggressive expansion plan. By the end of 2013 Emax will operate 50+ outlets. Headquartered in Dubai, UAE, Emax operates across the GCC with plans to expand into India, Egypt, Jordan, Syria, Yemen, Iraq, Iran, Pakistan, and Azerbaijan.
Electronics is a world full of jargon. Thus emphasizing on the brand’s tagline ‘Electronics Simplified’, and for a more fulfilling consumer experience, the trained and dedicated staff of Emax assists customers with all the technical know-how in a simplified manner, tackling technical aspects with a layman’s approach. Emax is more of a learning hub and an experience, instead of just a trading store. Emax takes full responsibility to educate the consumer about his / her potential purchase. To support this, they have launched a series of consumer “BUYING GUIDES” to assist customers with better purchase decisions and also providing detailed knowledge about the type of product they are looking to buy. Additionally, Emax has also developed areas like the tablet zone, the SLR zone, a 3D zone etc. clearly distinguishing between a generic outlet and a strong retailer. With Emax shopping for electronics is clearly simple and straightforward. Coupled with excellent extended warranty packages and insurance to provide the much needed peace of mind as a constituent of its after sales service, shopping at Emax is truly an experience.


ƒ1. 2006: Official incorporation
2. The Emax flagship store is their Big Box Showroom in Sharjah. It is a state-of-the-art store, spread across 135,000 square feet
3. Awarded the “Power Retailer of the Year” by Channel ME Awards 2013 & has also been voted the esteemed ‘SuperBrand’ four times in a row from 2010 to 2013 &”Most Admired Retailer of the Year in the Consumer Electronics”category at the annual Retail Middle East Awards 2012″

Promise Beacon

  • The Emax Millionaire campaign – an initiative launched in 2012 in line with Dubai Shopping Festival which gives AED 1 Million to one lucky shopper each year
  • Their Electronics Care Unit offers a comprehensive package of Media Conversions, IT Solutions, Extended Warranty and more
  • Total retail area is 0.70 million square feet
  • The brand stands for “ELECTRONICS SIMPLIFIED” – an ethos which highlights the brand’s commitment to a highly personalized service that simplifies the electronics buying process for consumers
  • Emax has recently introduced a series of consumer “BUYING GUIDES” to assist customers with better purchase decisions and provide detailed knowledge about the type of product they are looking to buy

Leave a Reply

Your email address will not be published. Required fields are marked *