• First 350 customers to get a free gift bag
• Customers to get a first glimpse of Interactive zones and first-of-a-kind digital applications
• Accomplished street artist to appear in-store over the weekend of 6 and 7 November to create an urban graffiti mural
1 November, Dubai – The first 350 customers to visit the new GO Sport in Dubai, on the new second floor at Mall of the Emirates, will receive a free gift bag and can participate in other activities around the store, a spokesperson for the popular sports department store has confirmed.
They will also be the first to see and experience the interactive zones and apps that have been installed across the store in order to simplify the retail experience. Many of the technologies used are also appearing in the Middle East region for the first time, including a digital app that allows customers to scan, view, and compare a selection of footwear and technical product information in 3D on a giant screen.
"The digital platforms in the store draw on the latest technology and are there to help our customers make more informed decisions about the purchases they make. We feel this is important as the number and style of products available to consumers becomes increasingly complex.”
“Our footwear app is one example of this commitment and was developed to provide real-time information for the consumer. We are the first sports store in the region to have the app installed so we feel extremely privileged,” said Andrew Fairall, General Manager of Al Mana Fashion Group, the company that holds the master franchise for GO Sport in the GCC.
In the store’s other interactive zones, customers will be able to make use of a virtual trainer where they can test bikes by cycling various routes from around the world. Customers will also have access to a touchscreen system where football, basketball, and other sports fans can customise their very own sports gear.
The same app allows visitors to the store to get in-depth information on ideal locations around the UAE for hiking, camping, various water sports, and other popular recreational activities, as well as what essential items to take with them, when to go, and how to get there.
“We don’t just want to sell to our customers, we want to give them an end-to-end experience that enables them to walk into the store in search of a product and leave with an itinerary for the weekend,” said Fairall.
Meanwhile, one of the store’s most impressive features is a 11 metre tall volcano-shaped climbing wall with routes that scale the outside and inside of the structure. The wall has two timers and a number of cameras mounted at various positions to give users the ability to monitor speed and progress as well as to provide a competitive edge among more confident climbers.
The climbing routes on the inside will also be illuminated by neon climbing holds that lead towards a star-lit skylight.
“There is nothing like the climbing wall anywhere else in UAE,” said GO Sport Ambassador and veteran climber Sean James. “I’m sure it will be a hit with visitors to the store.”
As part of the launch an accomplished street artist will appear in the store to create an urban graffiti mural in the basketball zone.
The store is set to open on the new second floor in Mall of the Emirates in the first week of November.