OMAN. Muscat Duty Free has unveiled its new-look shopping environment at Muscat International Airport, following an extensive re-fit and refurbishment of the main 1,600sq m store.
The company said that it could “now confidently claim to sit alongside the best duty frees in the world, with the revised layout providing for a thoroughly engaging and visually stimulating shopping environment”.
The new layout’s highlight is its walk-though ambience, said the retailer. The makeover focused on increasing the product selection available, with a new-look beauty section, a dedicated malt whisky section and what it described as “a very exciting” wine section among the key elements. For the wine section the retailer worked closely with regional distributor MMI.
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A strong malts zone plus a new wines area are highlights of the liquor section |
The new layout also features a strong souvenirs area, in addition to a themed watches section. The store now also offers a more extensive range of products across the key categories, including liquor, beauty, accessories, electronics, toys, confectionery and tobacco.
Muscat Duty Free General Manager Tom Byrne said: “With this revamp we believe we have created a very exciting shopping environment that even the seasoned traveller will find appealing. The shop navigation is very intuitive with seamless access and integration between floor areas of different categories. So now not only can you get exceptional deals, and exclusive products, but you also have a world class shopping environment to enjoy.”
With a renewed emphasis on retail and promotional communication, Muscat Duty Free kicked off its soft launch with a summer promotional campaign which gives shoppers a chance to win US$25,000.
An official opening ceremony is scheduled in the near future, which will also highlight the launch of the retailer’s new e-commerce platform and integrated duty free website.
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Beauty is a key category, and benefits from generous space in the new-look store |
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The watches zone, with a fresh, modern look, is another highlight |
