UAE. Dubai Duty Free has launched its first joint retail engagement programme in collaboration with Philip Morris, developing a promotion which saw shoppers have the opportunity to win half a kilogram of gold.
Legal-age smokers spending AED300 (US$82) or more on liquor or tobacco and buying a carton of Philip Morris cigarettes (Marlboro, Parliament, L&M, Philip Morris or Merit) received an immediate AED15 (US$4) discount. They were also entered into a weekly raffle draw for half a kilogram of gold.
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Dubai Duty Free President George Horan, GCC DF Regional Manager Andreas Reckart and Philip Morris Management Services (Middle East) Duty Free Supervisor Nahla Baz conduct the final draw for Philip Morris “˜Strike Gold’ promotion. They were joined by Dubai Duty Free Manager-Retail Sales Michael Schmidt (left), Senior Buyer-Purchasing Ajay Bhatia and Vice President-Operations Sean Staunton (right) |
Dubai Duty Free also ran a mystery shopper programme in parallel to the promotion to reward those employees who sold best. It said this helped to engage the entire staff and boost the average shopping basket size.
“The programme leveraged employees in an effort to build scale in brand trials and communication with consumers and proved to be a success,” the retailer said.
“Dubai Duty Free continues to be an important partner for Philip Morris, with PMI maintaining its position as the category leader at Dubai International, mainly driven by the Marlboro family and its wider SKU variety that caters to a diverse range of ever-changing legal age passengers.”
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Around 500 Dubai Duty Free staff received specific training for the promotion |
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