Three years on from the opening of the new Passenger Terminal at Bahrain International Airport, the retail offer delivered by Bahrain Duty Free has evolved and been further tailored to meet the demands of a diverse traveller base. We assess the retailer’s latest developments.
Investing in people, building stronger industry partnerships and focusing on tailored offers and experiences sit at the heart of the Bahrain Duty Free growth story over recent years.
The business, which spans 4,700sq m of shopping space at Bahrain Airport, has evolved and adapted well to changes in consumer behaviour since the COVID-19 pandemic, says Bahrain Duty Free Head of Operations David Gorman.
“One significant takeaway is the growing desire for personalised experiences among customers,” he says. “They have become increasingly discerning in their preferences, seeking customised services and individual attention. In light of this, we are committed to enhancing the customer experience by providing a distinctive and exclusive personal shopping opportunity, both through our dedicated staff and our user-friendly website.”
Consumers are seeking out niche products more than ever, meaning the retailer must continue to enhance differentiation and exclusivity.
“This shift has resulted in a rise in expenditures on unique and specialised services, such as luxury and gourmet options. Recognising this evolving trend, we have responded by expanding our range of niche products and services,” says Gorman.
The business trajectory continues to be encouraging, with Bahrain Duty Free hitting new sales highs in 2023 and performing on budget in 2024.
“We are delighted with the achievements of the past year, surpassing our records and generating a strong sense of satisfaction. As we move forward, we are filled with anticipation for the opportunities and successes that lie ahead this year,” says Gorman.
The continued growth of the operation will be fuelled, says the company, by a focus on its “core values and investing in people”.
Gorman notes: “People are the driving force behind our business and our employees are the engine that propels our success. By investing in their development, providing opportunities for growth, and fostering a positive work environment, we ensure that our team members are equipped with the necessary skills, knowledge and motivation to deliver exceptional service.”
The retailer serves a broad consumer base at Bahrain International Airport and continues to adapt to their changing requirements.
Key consumer groups, says Gorman, include “the local population and the significant Asian community”, whose purchasing power makes them key players in the airport’s consumer base.
“Additionally, transit passengers represent a valuable target audience. Looking ahead, there are plans to further tap into the growing Chinese market, as its presence and influence in the GCC region continue to expand. By strategically targeting these diverse consumer groups, Bahrain International Airport aims to capitalise on their distinct preferences and contribute to its success as a global travel destination.”
“There are plans to further tap into the growing Chinese market, as its presence and influence in the GCC region continue to expand”
A new generation of travellers with spending power is also becoming important. In previous interviews, Bahrain Duty Free has noted that around 60% of the regional population is under 25 and many of these consumers are acutely aware of the latest trends in global brands.
“We understand that the youth demographic represents a crucial consumer segment with unique needs and preferences,” says Gorman. “Today’s youth are digitally savvy, socially conscious and seek authentic experiences. We are dedicated to adapting our offerings to cater to their evolving demands, whether it be through innovative products, immersive experiences or sustainable initiatives.
“By understanding and addressing the needs of the youth demographic, we aim to foster long-term relationships with this influential consumer segment and remain at the forefront of their preferences. We recognise the importance of leveraging social media channels to engage with our target audience, build brand awareness and drive customer loyalty.”
In satisfying changing demand across consumer segments, brand owners have a vital role to play.
Gorman says: “In terms of our main ‘asks’ of brand partners, we appreciate suppliers who demonstrate a strong commitment to quality and innovation. Delivering products and services that meet or exceed our customers’ expectations is important to us. We seek partners who share our dedication to excellence and are willing to collaborate in creating unique and compelling offerings.
“We value flexibility and adaptability. The ability to respond to changing market dynamics, customer preferences and emerging trends is essential.”
The retailer singles out particularly effective projects and campaigns with American Express and Chivas Regal in the past year, saying these underline a commitment to long-term partnership.
“By fostering a sense of partnership and continuity, we can work together to achieve sustained growth and mutual success,” says Gorman.
As Bahrain Duty Free seeks to enhance the shopper experience further, driving the next wave of digital innovation is high on the agenda in 2024.
“Our investments will focus on leveraging technology to streamline and personalise the customer journey. This includes implementing advanced digital platforms to provide seamless and convenient shopping experiences.
“Additionally, we are investing in the development of cutting-edge retail concepts and store designs. We understand the impact that physical environments have on customer perceptions and engagement. By creating visually appealing and immersive spaces, we aim to captivate customers’ senses and create memorable experiences.”
Gorman concludes by returning to the imperative of ensuring staff are motivated, skilled and enthusiastic in their roles.
“Investing in our workforce is a top priority. Well-trained and motivated employees are instrumental in delivering exceptional customer experiences. Our investments focus on comprehensive training programmes, empowering our staff with product knowledge, customer service skills, and the ability to anticipate and fulfil customer needs.
“By nurturing a culture of service excellence and employee engagement, we will ensure that every interaction with our customers reflects our commitment to providing a personalised and memorable experience.” ✈
*This article first appeared in The Moodie Davitt Magazine. Click here for access and turn to page 86.
