INDIA. Mumbai Duty Free is celebrating the success of a four-month flagship promotional campaign at Chhatrapati Shivaji Maharaj International Airport designed to “rekindle the spirit of duty free shopping” as international travel resumed.
The campaign, launched in November 2021, was themed ‘Mumbai Duty Free Is Now Free’.
As part of the campaign, the retailer partnered with premium downtown brands across ecommerce & lifestyle, hospitality, personal care, travel & tourism and other sectors. Mumbai Duty Free dubbed the result “an unparalleled value proposition” through discount vouchers, redeemable coupons and complimentary experiences.
The campaign offered customers spending at least US$65 discount vouchers worth over US$260, thereby providing value worth more than their in-store spend.
Customers were able to avail all discount vouchers digitally by simply scanning a barcode on their smartphones. By adding an all-new digital spin to the campaign, the retailer was able to engage with over 46,000 customers during the campaign, collectively offering a value proposition worth US$11.9 billion.
With a redemption rate of 17% on partner brand platforms, this new and improved campaign has marked a promising start to the year, Mumbai Duty Free said.
Mumbai Duty Free (Mumbai Travel Retail Pvt) CEO P.K Thimmayya said “All of us at Mumbai Duty Free were very excited about relaunching the campaign, given it was our first step towards digitising our marketing campaigns.
“We’re very pleased to see the promising outcome and it has encouraged us to keep innovating, thereby providing a memorable shopping experience for all our customers every time they fly via Mumbai.”
