Desert wonderland rolls out red carpet

With the new visa-on-arrival policy, Dubai hopes to lure more Chinese visitors to stay for a few nights. [Photo provided to China Daily]

Explaining how DDF catered to different nationalities, Bruwer says DDF collects boarding pass data to understand buying patterns of different nationalities, so they can target important customer groups effectively.

"Different nationalities have different preferences when it comes to shopping. So, we make sure that there are good selections of the brands that Chinese like. For instance, while the Chinese prefer expensive spirits such as cognac, Indians like whiskey," he says.

As for language skills, Bruwer says the staff have a guidebook with basic phrases in all key languages so they can communicate with customers. Also, about 10 percent of DDF's staff is Chinese, and its annual recruitment plan is based on the major customer groups.

"It's easier for us to recruit someone from China than to teach our other staff Chinese," he says.

Speaking about Chinese merchandise at DDF, he says it uses a few Chinese suppliers and manufacturers. Also, the uniforms of its 5,900 staff are made in China.

In a related development, DDF recently signed an agreement with Chinese online travel agency Ctrip to provide Ctrip users with discounts. And it will also have special promotions for Chinese shoppers two weeks before the Spring Festival holiday, which runs from Jan 28 to Feb 11.

For instance, those who use China UnionPay cards will have a chance to win exquisite gifts.