Abu Dhabi tackles penetration issue with major Summer campaign

UAE. Abu Dhabi Duty Free (ADDF) is preparing a major consumer promotion campaign that managing director Mohamed Mounib describes as “the biggest collective partnership we have ever conducted with suppliers”.

The Abu Dhabi Duty Free Summer Adventure promotional campaign runs from June to August inclusive. It aims to address what ADDF says is the key collective challenge facing all travel retailers – how to increase penetration in store, rates of conversion to purchase and overall spend per head. Category growth is also imperative to maximize the total sales potential, ADDF said.

The Summer Adventure, which features a dedicated logo (pictured) offers consumers the opportunity to win life style or star gifts in key outlets within the ADDF retail complex. Customers spending a certain amount on brands supporting the campaign will be given tickets in various prize draws – the number of tickets is dictated by the passenger’s spend. For a certain percentage above the average spend per passenger, they receive two tickets with a rising number of tickets as the percentage rises. The average spend per head has been calculated individually for each store.

The passenger entitlement relates only to spend on those brands that are supporting the promotion. Mounib said ADDF had received excellent support from its supply partners.

“The initial reaction from suppliers is yes,” he told The Moodie Report. “We had one aim, to drive business by increasing penetration and spend. But for the first time we wanted to do it with all products in every single shop. The idea is to get all the suppliers together rather than individual brands. It will be every outlet, every group of products working together. We see it as a whole shopping festivity.”

The campaign’s duration will coincide with the peak passenger numbers at the airport and the launch of the new Gulf Air regional low cost airline on 1 June.

The prizes are significant and are detailed below:

Watch Shop: Luxury jewellery to the value of AED 40,000 (US$11,000)
Gold Shop: 1 kilo of gold
Perfume & Cosmetics Shop: Luxury watches to the value of AED 60,000 (US$16,300)
Vision 2000 Electronics Shop: AED 30,000 (US$8,200) shopping voucher to be spent at any ADDF outlet
Liquor & Tobacco Shop: Gold coins to the value of AED 45,000 (US$12,250) to be won. Also for arrival shopping a Jet Ski worth AED 14,000 (US$3800).
Food & Confectionery Shop: A Smart car to be won, valued at AED 45,000 (US$12,250). Also includes for the landside shop a sand dune buggy bike valued at AED 10,000 (US$2,700)
World of Luxury & Designer Collection Shops: Two business class around the world air tickets to be won. Valued at AED 45,000 (US$12,250)
Upper retail level: 1 Peugeot 206 convertible to be won, worth AED 58,000 (US$15,800)
Arrivals shopping: 1 Jet Ski to be won, worth AED 14,000 (US$3,800)

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