UAE. Dubai Duty Free has opened a new shop for its top-selling category – gold.
The 23sq metre Gold Shop takes pride of place at the centre of the shop floor in the Sheikh Rashid Terminal. Since its opening in mid-September, it has already generated an impressive increase in gold sales at Dubai Duty Free, the retailer said.
Traditionally ranked as one of the operation’s top selling categories over the past twenty years, gold currently accounts for around 11% of total sales. In 2002, the operation sold over 3 tonnes of gold and that figure is expected to be surpassed in 2003.
“Although the new Gold Shop opened mid-September, we have already seen a +15% increase in gold sales,” said Dubai Duty Free managing director Colm McLoughlin. “We expect to see an even greater increase between now and the end of the year.”
McLoughlin attributed the immediate increase in sales to the central location of the new shop – it is the first shop visible to departing passengers – in addition to an attractive design, which encourages browsing. It also provides staff with additional sales points, resulting in a greater level of service.
Featuring cherry-stained mahogany panels, which contrast attractively with the champagne and platinum Italian display surfaces, the Gold Shop is opulent in design. A gold palm tree feature, which has become synonymous with Dubai Duty Free since making its first appearance in Sheikh Rashid Terminal in April 2000, has been retained in the new shop.
Over 450 light fittings, positioned in both the display cabinets and overhead panels, ensure a high level of illumination and create a strong visual impact that enhances the gold displays.
“By the very nature of the product, the Gold Shop must be an attractive and enticing area and we think that this has been achieved with the new shop,” said Dubai Duty Free general manager George Horan.
Future development plans at Dubai Duty Free include the renovation of the Watch Shop, which will incorporate the fun watch range, and the construction of a new Gifts from Dubai Shop that will be located in the former Gold Shop area.
“The new Watch Shop will remain in the core of the shop floor and will complement the Gold Shop in terms of its look and feel,” added Horan. “While the Gifts from Dubai shop will very much depict the Arabian theme and is in line with the “˜destination merchandising’ trend that is becoming increasingly popular among airport retailers.”
All refurbishments are expected to be finalised by December 2003, when Dubai Duty Free celebrates its 20th anniversary.
