All Eyes on… DFS: Retailer recognised for pioneering omnichannel platforms and shopping environments

INTERNATIONAL. This instalment in the ‘All Eyes on…’ communication series, presented by the sunglasses suppliers behind the annual Sunglasses Workshop and Awards, recognises DFS Group for its pioneering omnichannel platforms and collaborative approach with sunglasses brands.

The retailer won Best Marketing Activity for the Sunglasses Category and Best Off-Airport Retailer in the 2018 Sunglasses Awards. (This is the second in a six-part review of 2018 winners).

Best Marketing Activity for the Sunglasses Category

From left to right: Dufry’s Silvia Morris (2017 winner), DFS Group’s Jason Blejwas and Maui Jim’s Giles Marks

DFS was recognised at the awards for how it implemented a series of 360-degree marketing campaigns with strong digital communications and interactive retail activations. These strengthened the launch of travel retail exclusives and DFS exclusive models.

DFS scored highly for its flexibility in creating bespoke campaigns for each brand. Prime location advertising on the retailer’s ecommerce platform, amplification through global and Chinese social media channels such as WeChat and Weibo, engagement of KOLs and dedicated EDMs to DFS Loyal-T members boosted the launches through digital communication.

Instore, the exclusive sunglasses were presented in high profile spaces with eye-catching activations, including customisation on wall bays, high profile promotional sites and campaign visual displays. To further leverage the exclusivity of the product offering, the sunglasses were pre-launched for DFS’ top customers in their Prestige lounges.

Best Off-Airport Retailer: DFS Group, T-Gallerias (worldwide)

From left to right: King Power International’s Susan Whelan (2017 winner), DFS Group’s Audrey Fitte, Luxottica’s Enrico Destro and DFS Group’s Jason Blejwas

DFS’ submission emphasised its efforts in maximising sunglasses sales in off-airport locations as well as its dedication to creating world-class store environments and shopping experiences.

Throughout 2018, DFS implemented a number of projects to strengthen its sunglasses offer in its downtown T Galleria locations globally. The retailer expanded its sunglasses footprint in high-traffic zones with secondary sites for the category, and rolled out a new sunglasses store design concept with digitalisation, Sense of Place and pop-up areas all featuring.

The retailer also increased visibility in T Gallerias with additional lightboxes and screens for sunglasses and implemented worldwide marketing campaigns.

DFS’ new sunglasses store design concept was introduced at its Saipan and Venice T Gallerias, featuring a spacious retail area, a luxurious new design and an inviting shopping space where brands are clearly signposted and shoppers are able to navigate through the store easily. The result was a double-digit increase in productivity per square metre in the new concepts in Saipan and Venice.

DFS Group Senior Vice President Fashion Magali Ginsburg said: “At DFS Group, we make it our mission to create bespoke, world-class shopping experiences for travellers, and our omnichannel campaigns inject a sense of excitement at multiple stages of the traveller journey. The sunglasses category has become integral to our business, as shown by the impressive results at our T Gallerias.

“We are always ready to collaborate with our brand partners, seeking out tailored solutions together and maximising their potential through our marketing initiatives. We are proud to have been recognised with two Sunglasses Awards in 2018 and look forward to working with our partners to unlock more of the category’s potential in the future.”

Maui Jim Duty Free Senior Sales Director Giles Marks commented: “DFS delivered a fantastic series of omnichannel initiatives that shows the power of digital for our category, particularly in Asia. It’s great to see progress in response to the digital challenge, which will be a very important part of the future of travel retail worldwide. DFS’ commitment to collaboration, growth and consumer focus should inspire all sunglasses stakeholders.”

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