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eXtra's core activities include retail of consumer electronics, home appliances and communications solutions.
eXtra retails an extensive range of products that span all the major electrical categories. The number of individual items provides the customer with choices. The inventory is continually updated and the commercial team works closely with their supplier base to ensure that new technologies and new products are launched first through eXtra.
 Given the nature of the products that eXtra sells, the customer needs access to a comprehensive set of additional services to enjoy complete peace of mind relating to their purchase. Such services range from basic requirements like delivery and installation services through to added value support packages for high technology products such as computer services, extended warranty and awareness information within the stores. These provide the Company with two advantages; further differentiation of the consumer proposition and a valuable source of incremental sales and profit.
Moreover, the Company is well attuned to the changing needs and lifestyles of the Saudi consumer. To further enhance the eXtra customer offer, the Company launched an integrated e-commerce capability during 2011, which gives customers the opportunity to research and buy products on line.
The performance of the Company to date, demonstrates the appeal of this formula to the Saudi consumer. A core element that has driven, and will further drive the development of the Company, is the high emphasis placed on using customer feedback and consumer insight to enhance the core offer.
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