TURKEY. Unifree Duty Free has enhanced its arrivals shopping offer at Istanbul Airport with a new consumer electronics shop and the addition of dedicated fine wine and luxury spirits zones in its central store.
The colourful, eye-catching 140sq m electronics outlet (which also houses luggage and toys) replaces a temporary unit elsewhere in the arrivals baggage hall and has seen a surge in sales since, confirmed Unifree Duty Free.
“We have had a +600% leap in electronics sales since the new store opened two weeks ago,” said Chief Commercial Officer Ian Foster. Alongside an improved location, better visibility and a wider offer, he said this performance can also partly be attributed to a spike in mobile phone sales, prompted by a -50% promotional discount on key brands.
Unifree said the store will become a focal point for travellers, with an area for demonstrations, a sound booth to test out headphones and a kids’ zone. The retailer said it aims to become a reference point for the latest technology and gadgets, from drones to X-boxes, with influencers invited to test new items and share their experiences to create a buzz around the category.
The new fine wine area features a strong emphasis on French, Italian and Turkish brands. French wines account for just under 43% of total wine sales in arrivals (27.4% in departures), with Italian at 32% (21% in departures). Turkish wines represent just over 3% in arrivals, but contribute 39% of category sales in departures.
At 10.2% of sales, wines represent the third largest sub-sector within wines & spirits at Unifree Duty Free arrivals. The number one and two categories are whisky (42%) and raki (17.2%). Vodka (7.6%) and liqueurs (6.6%) make up the top five arrivals duty free categories within wines & spirits.
An adjacent luxury spirits feature has also just opened in the central arrivals store, featuring luxury lines from brands such as Hennessy, The Balvenie, The Dalmore, The Glenlivet and others. Among the new additions is a special bottling of The Glenlivet only for Unifree Duty Free.
Although business in departures has been tough since the COVID-19 crisis began arrivals sales climbed by +19% in February, with wider assortments, fine-tuning of pricing and improved marketing and communications, according to Unifree Duty Free. “We have seen increased footfall and penetration, which is now at around 20%,” said Foster.
Arrivals (January 2020 figures) accounts for 26.8% of total duty free business at Istanbul Airport, with 73.2% of sales from departures.
Combined, liquor, tobacco and confectionery (LTC) account for 73.2% of the arrivals business, with P&C at 25.6% and the balance from other categories. Across departures and arrivals, LTC represents 48.2% of sales, with P&C at 40.8%, local goods 6% and the balance from other sectors.
