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Eureka winning moment: (Left to right) BAA Commercial Director John Holland-Kaye (judge), Kurt Geiger Regional Manager Ross Warden, TRG Concessions Managing Director Trish Corzine, Heathrow T3 Trading Manager Beauty Paola Rutigliano, Harrods International – International Director Raj Assanand, Geronimo Inns Operations Manager Hossey Saghri and Heathrow Retail Concessions Director Brian Woodhead (judge) at the award presentation |
UK. World Duty Free has been awarded first place in Heathrow’s Eureka! 2010 retail innovation incentive scheme. Launched this year, the award recognises innovative thinking from the airport’s business partners which positively impact the passenger experience at Heathrow Airport.
The World Duty Free staff at Heathrow Terminal 3 claimed a first place prize of £100 each (up to the value of £5,000) for their Chinese New Year promotion, which identified products of interest to Chinese passengers, after research found they spend five times more than the average shopper.
The campaign saw spend per person increase by about +35% and participating brands’ year-on-year sales for February soar by +119%.
Kurt Geiger secured second place for its virtual customer store which allowed passengers to order international stock from a laptop installed on the shop floor. Geronimo Inns came third for its Tin Goose Pub re-launch in Terminal 1.
BAA Heathrow received over 60 entries ranging from new customer service initiatives and changes in operational processes, to marketing strategies based on consumer behavior and passenger profiling.
Each entry was judged on passenger response, level of innovation, commercial impact and the relevance to and impact on the passengers at Heathrow.
Heathrow Retail Concessions Director Brian Woodhead said: “Congratulations to the World Duty Free team for their innovative Chinese New Year promotion that proved a phenomenal success with passengers.
“We are absolutely delighted by the high number of quality entries we received in the first year of launching the competition. It’s great to see everyone enthusing about pushing the boundaries of retail here at Heathrow.”
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