INTERNATIONAL. Dufry plans to recruit 700,000 users of its Red by Dufry loyalty programme by the end of this year. That’s according to Divisional CEO Asia, Middle East and Australia Andrea Belardini, who was speaking at this week’s TFWA Asia Pacific Conference.
The major vehicle for Dufry’s loyalty scheme is the Red by Dufry mobile application. Through it, customers are rewarded with discounts, vouchers, VIP lounge access and special offers.
Crucially, members – identified in the stores through the app – will be sent notifications on promotions and offers tailored to their preferences. The programme is already live in Argentina, Brazil, Greece, Russia, Spain and Switzerland, and it will be rolled out to 25 more countries by the end of 2018, the company has said.
Belardini also commented on Dufry’s New Generation Store, which will be rolled out to certain key markets in 2017 and beyond. A key principle upon which the New Generation Store is built is digital, with in-store messages to be tailored to different passenger groups as they pass through.
On the importance of the physical store, he noted: “Stores are key. It’s where we deliver our promise and make the emotional connection.”
