HONG KONG. Duty Zero by cdf aims to set a “new benchmark for travel retail liquor & tobacco from product selection to retail experience to customer service” at its new stores at Hong Kong International Airport. The joint venture between China Duty Free Group and Lagardère Travel Retail has been rolling out its new-look concepts at the airport ahead of their official inauguration on 12 July (which will be covered on location and in detail by The Moodie Davitt Report).
The eight stores managed under the Duty Zero by cdf retail brand cover 3,391sq m, featuring multiple customer interactive zones. These offer travellers an immersion in product appreciation, production knowledge and techniques and other experiential elements.
The joint venture is also opening dedicated customer service desks at its stores to provide customers, loyalty club members and VIPs with a range of services, from enquiries to membership services to order and pick-up. There are dedicated in-store VIP lounges for one on-one shopping advice and an opportunity to preview limited-edition premium products. WeChat and Alipay payment options are also available.
The company underlined the importance of the in-store experience. In a statement to The Moodie Davitt Report ahead of the official opening next month, the partners noted: “We know that over 75% of international travellers have over two hours to spare at HKIA. Our research shows that over 65% of the travellers are interested in learning about and appreciating the processes behind different products.
“Traditional travel stores tend to focus on enhancing transaction convenience, often neglecting to offer value-added services that enrich the retail experience. Duty Zero will introduce 11 customer interactive zones with themes ranging from whisky cask craftsmanship, Asian liquor, a high-tech digital bartender, an interactive game zone and virtual local taxi tour. Experiential themes will be refreshed every season so that customers leave Duty Zero with a brand new experience, even for locals who travel in and out of Hong Kong multiple times per year.”
CDFG and Lagardère Travel Retail highlighted the points of difference they plan at HKIA, claiming the stores will feature “the most comprehensive Chinese liquor and tobacco selection in travel retail, the world’s first Asian liquor corner, the most comprehensive selection in single malt whiskies among Asia Pacific airports, a dedicated gourmet section themed on Hong Kong high tea, and a Hennessy boutique with a unique design in any airport across Asia Pacific”.
The value-for-money proposition is also critical, they noted. As reported, Duty Zero by CDF is pledging to ensure price competitiveness at HKIA against other major airports across Asia Pacific, and a “revamp” of the pricing model.
“We will also introduce a ‘double the difference’ pledge* so that customers who find regular-priced travel retail items at lower prices at other major airports in the Asia Pacific will receive a refund amounting to double the difference in price,” confirmed the company.
The forthcoming openings underline both partners’ ambitions, they added.
“The new brand Duty Zero by cdf not only reflects the travel retail proposition of the business, but also projects a trendsetting and premium image. The alliance between CDFG and Lagardère is a successful case of two duty free operators working together to bring travellers a new shopping experience at HKIA.
“The brand mission is to provide world-class products, service and experience for customers with distinguished tastes. Our hope is that Duty Zero by cdf will soon become the first choice among travellers from China and around the globe.”
*The pricing pledge and rebate scheme refers to comparisons with major Asia Pacific airports including Beijing Capital International, Incheon International, Singapore Changi, Sydney and Narita International.
