UAE. Dufry has opened a new 1,793sq m walk-through store at Sharjah International Airport, as part of an extensive renovation at the location. It has enhanced the Sense of Place with a dedicated ‘Spirit of Arabia’ zone, and introduced new digital marketing solutions to the store.
The remodelled outlet, which was completed at the end of 2017, features an improved layout, said Dufry. It also introduces new brands to the location, among them Benefit, Cartier fragrances, Bobbi Brown and Longines watches.
The retailer said it has enhanced category adjacencies, with fashion now next to beauty, and a new ‘masstige’ toiletries zone offering more affordable products. There is a larger confectionery area while Dufry has also introduced a wider range of luxury brands from watches to leathergoods.
An official inauguration took place recently with senior management from the airport and Dufry attending a ribbon cutting ceremony.
Dufry said that its 30 years of experience at the airport, and its insights into consumer demographics and spending habits, helped it match the assortment to the diverse traveller profiles in Sharjah.
It noted: “More passengers from Iran and Syria are travelling through the airport and also more Russians are visiting the country as tourists. Dufry has therefore tailored the product mix accordingly. To convey a stronger Sense of Place all Arabic products have been grouped together as the ‘Spirit of Arabia’ to create more of a focal point in the central area of the store. Here, customers will find a more localised fragrance offer for example with more focus on oud scents, as well as an expanded selection of regional foods including dates, nuts and Camel chocolates.”
To improve marketing and in-store communication, a video screen wall has also been introduced within ‘Spirit of Arabia’ along with 16 further video screens distributed through the rest of the store. These allow category-specific promotions and product launches to be showcased.
Dufry Divisional CEO for Asia, Middle East, Australia and Eastern Europe Andrea Belardini said: “The completion of our new store marks another important step in our journey to deliver retail excellence and a world-class customer experience to passengers visiting Sharjah International Airport. With the introduction of many new brands and striking new space, we have taken the travel retail offer to another level and have underpinned this with significant investment in our staff training and service levels.
“We extend our sincere thanks to our colleagues at Sharjah International Airport with whom we have an excellent relationship. We are able to work very closely together and support them in their commitment to significantly improve the passenger experience at all stages of their journey through the airport.”
Sharjah Airport Authority Director General His Excellency Ali Salim Al Midfa said: “Our main aim is to provide travellers with an enhanced travel experience at Sharjah International Airport. The renovation of our duty free shop is part of our commitment to innovation and exclusivity through unique partnerships with the world’s largest luxury brands and businesses. This renovation underscores our continued commitment to providing the best services, world-class shopping and quality facilities to our passengers, while enabling our duty free partners to benefit from the continued growth of passengers and customers during the coming period.”
