INDIA. Delhi Duty Free has launched a new consumer promotional campaigned (pictured below) highlighting what it claims to be the “lowest prices in the region” at Indira Gandhi International Airport.
The campaign visuals include comparisons of Delhi Duty Free retail prices for Johnnie Walker Black Label 100cl and ck One EDT with those at Dubai Duty Free, Changi Airport Duty Free and Delhi downtown.
 |  |
The new campaign promises best prices on many top brands as compared to duty free shops in Singapore, Dubai and “many other countries”. On perfume & cosmetics Delhi Duty free is offering “˜Best Price Guarantee’, which promises to refund the difference to a customer if any perfume or cosmetics product purchased at Delhi Duty Free is found to be cheaper in other international duty free shops.
COMMENT: Are such consumer promises ultimately in the interests of the consumer or do they create an unprofitable “˜race to the bottom’ for airport retail stakeholders that sees service, store and offer standards compromised? There are clearly strong arguments (and views held) on both sides.
This question will be explored at this year’s Trinity Forum in Hong Kong (16-18 September) and in the first of the “˜Trinity Papers’ to be produced by The Moodie Report in coming months (see separate story later this week) – a series of Harvard Business school-type academic studies that explore the key issues facing the travel retail industry.
With many airports now demanding that their retailers match or undercut other regional and global competitors, we’ll be examining the ramifications of such policies for airports, retailers, brands – and consumers.
Feedback can be confidential or attributed, via Martin@TheMoodieReport.com, or for response to this story use the Disqus feedback form below.
 |  |
Delhi though is not the only Asian airport offering lowest prices in the region – as evidenced by this price-scanning device in the new DFS Group duplex store at Singapore Changi Airport | |
 |
