Nilesh Khalkho

Businesses regularly fail to recognize the changes in the landscape and disruptions in how customers discover, decide, purchase and consume products & services. Only those businesses that can truly differentiate themselves will survive and more importantly prosper.

Nilesh Khalkho, CEO of Sharaf DG, the No.1 Specialty Electronics Retailer in the UAE, who has steered the company to grow 49 times in 12 years in the highly competitive electronics retail environment will showcase how Sharaf DG has chosen to always adopt “The New Way of Doing Things” and how they have grown by differentiation.

Some of the key areas Nilesh will talk about are how Sharaf DG started off by taking on the incumbent players with key customer promises such as the ’24 Hour Brand Promise’, reinvented promotions with out of the boxideas such as a BMW + TV offer, offered live price and stock check across competitors to help consumers make an informed choice, and have most recently transformed their in-store experience and offered omni-channel shopping options.

At Sharaf DG “Growing through Differentiation” has been the success mantra of the last decade, and is the only way to stay relevant to consumers for the future.