Last edition of ‘All eyes on…’ communication series spotlights Dufry

The fifth and final edition of the ‘All eyes on…’ communication series, presented by the seven sunglasses suppliers behind the Sunglasses Workshop and Awards, highlights the world’s leading travel retailer Dufry.

Dufry’s Sunglasses Boutique in London Heathrow Terminal 3 carries over 60 different brands and more than 1,500 sunglasses. It is supported by a multi-lingual sales team which have a passion for customer service, and a tangible sense of pride and achievement for their work, said Dufry.

Staff are empowered with dedicated training from suppliers, including interactive E-learning systems and are aided by in-store technologies such as face-mapping, which ensure they are able to provide the best fit and style of frames for customers. Dufry also employs an external agency to review service delivery processes and standards.

Top sellers: Dufry claimed the Best Dedicated Sunglasses Sales Team accolade at the 2016 Sunglasses Awards

The Sunglasses Boutique’s ‘people-factor’ contributed to treble-digit growth year-on-year in 2016, selling over 700 pairs per week on average. Sunglasses Boutique is also known internally within Dufry UK as the “multi-sales store”, as customers regularly purchase more than five sunglasses units in a single transaction, according to the retailer.

Marchon International Travel Retail Director Erwan Le Guennec commented: “Dufry’s London Heathrow Terminal 3 Sunglasses Boutique is a fantastic example of how a dedicated sales team, well-trained and focused on customer service, can contribute to amazing results. Dufry’s commitment to high-quality specialist sunglasses staff is commendable, and will no doubt continue to bear fruit as they seek to grow their sunglasses business further.”

Luxottica Head of Global Channels Francis Gros commented: “The link between the effectiveness of the shop staff and sales is exemplified in the tremendous results at Dufry’s London Heathrow Terminal 3 Sunglasses Boutique. Customer service is fundamental to the success of a stand-alone sunglasses boutique as, in this format, customers expect the most specialist service underpinned by in-depth product knowledge and confident advice. Congratulations to the Dufry team and keep up the great work.”

Dufry Global Category Manager – Sunglasses Silvia Morris commented: “We are very proud to have the accomplishments of the sales team at our Sunglasses Boutique in London Heathrow Terminal 3 recognised on a global stage. Our team members are focused professionals with an outstanding commitment to first-class service, which is of utmost importance in the sunglasses category. Apart from requiring strong product knowledge, they also need to be able to confidently communicate to customers about their sunglasses needs and take a consultative approach.”

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