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DFS at Singapore Changi Airport: Highly praised by brand owners in the wines & spirits category |
INTERNATIONAL. Which retailers at which airports embody best practice in their respective categories? According to a major survey of brand owners conducted last month, called The Moodie Report’s “˜Dreamstore’, the top choices are the following:
*Cigars: Dimensi Eksklusif, Kuala Lumpur International Airport, Malaysia
*Cigarettes/Tobacco: ATÜ Duty Free, Istanbul Atatürk Airport, Turkey
*Confectionery: Duty Free Uruguay, Montevideo Carrasco Airport, Uruguay
*Liquor: DFS Venture Singapore, Singapore Changi Airport
*Fragrances & Cosmetics: Dubai Duty Free, Dubai International Airport
*Fashion & accessories: King Power, Bangkok Suvarnabhumi Airport, Thailand
*Sunglasses: Kappé Schiphol, Amsterdam Airport Schiphol, Netherlands
Two years ago, to coincide with The Trinity Forum in Shanghai, The Moodie Report asked brand owners to name those retailers that really stand out for best practice worldwide – category by category, and location by location.
That survey was the basis of our first “˜Dreamstore’ survey, a vital gauge of industry opinion on the performance and attitudes of the world’s travel retailers.
In December 2010 we repeated the exercise, and came up with the retailers named in the list above.
We asked brands to come up with a global view as to which retailer in their category (at a single airport)
• Did most to understand and reach out to their consumer
• Did most to grow the business
• Did most to add value to the duty free and travel retail proposition
• Most stood for innovation
• Most stood for partnership
• Did most to grow the business
Brands ranked their choices confidentially as number one, two and three in each category by single airport location. We also asked for their confidential comments on each selection.
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ATÜ Duty Free (top) and Dimensi Eksklusif (above) stood out for their performances in Cigarettes and Cigars respectively |
In Cigars, one location, and one retailer, stood out: Dimensi Eksklusif at Kuala Lumpur International, a long-time champion of the category.
Its “capable and knowledgeable staff” are a vital feature of the business, as is the company’s easily visible, high-traffic location, one supplier said. Another noted: “The cigar shop at KLIA has been renovated and extended [and offers] friendly, fast and competent service to passengers. There’s a maximum of choice despite the limited size available for stores in this terminal.”
In Cigarettes, ATÜ Duty Free stood out for its “innovative approach to the category, great service and [delivering] sufficient space to the business, and it’s always open to new ideas and suggestions”, according to a leading tobacco brand owner.
Perhaps surprisingly, it was a retailer in South America that stood out from the crowd in confectionery. Duty Free Uruguay’s business at Montevideo Carrasco Airport’s new terminal enjoyed rave reviews.
“It’s a state-of-the art airport and retail design, and the layout [has a] strong commercial focus,” said one leading brand owner. “The walk-through concept in Arrivals and Departures allows for the maximum passenger capture rate. There’s a logical and prominent confectionery category layout, thereby maximising brand exposure and visibility for passengers as soon as they disembark, and use of the highest quality materials to dramatise and convey a luxury shop image.”
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Kappé Schiphol (left) and Duty Free Uruguay were the top-voted retailers in sunglasses and confectionery | |
In the all-important liquor sector, DFS at Singapore Changi Airport was a clear choice.
“They continually work closely with suppliers to come up with innovations (packaging, activities, products) that places them ahead of their competition and gives travellers something new, which in turn leads to better business,” said a leading supplier.
In Beauty, Dubai Duty Free narrowly clinched a tight vote. One supplier praised its “value for money, broad category and product mix and the fact that it doesn’t dilute [the offer] with non-global brands. There is also open visibility of daily consumption figures, whereas certain other retailers try to sell their consumption figures, which is poor form and short-sighted.”
In Fashion, King Power International of Thailand received a series of accolades. One brand said: “They have a very, very high standard in terms of serving their customer. I cannot think of any company that would have survived through the tough times as King Power International has had to do and still maintain their commitment to the brand and to their customers – this is a true partnership and is true to “˜The Trinity’.”
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Dubai Duty Free: Offers value for money plus a broad choice in beauty |
Finally, Kappé Schiphol just emerged at the head of the voting for its Sunglasses offer, with suppliers noting its strong commitment to the category. One brand owner told us: “Kappé conducts regular training for all their sunglass personnel along with support and training from their brands. They [the staff] are well educated when it comes to different lens technology and the latest facts and fashions from the industry. Travellers get the same level of service and information as they would from their local eye care professional on the high street.”
Full details of the winners, plus extensive brand owner comment, feature in The Moodie Report’s January/February Print Edition, out next week.
