Mumbai Duty Free marks third anniversary with major campaign

INDIA. Mumbai Duty Free is marking its third anniversary with a major promotional campaign. Mumbai Duty Free opened at Mumbai Chhatrapati Shivaji International Airport Terminal 2 in February 2014.

The retailer, a joint venture between Flemingo International and DFS, is offering big anniversary discounts on fragrances, liquor and chocolates. These include up to -50% off on selected top-selling fragrances and a -10% discount on selected fragrance ranges.

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‘3 Cheers to 3 Years’: The slogan that accompanies Mumbai Duty Free’s third anniversary campaign

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New brands have also entered the portfolio during this period. They include leading luxury Ayurveda brand Spa Ceylon, plus Bulgari fragrance Aqva Atlantique, Gianni Versace, Dylan Blue and Calvin Klein Deep Euphoria Pure Gold.

Also part of the campaign is a gift voucher scheme, the most popular of which is a US$20 voucher available to travellers making purchases over a certain amount in arrivals.

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Read all about it: The P&C department is a major focus of the campaign, with discounts on certain brands of -50%

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The store has been dressed with newspaper style cuttings depicting milestones in Mumbai Duty Free’s three years under the banner ‘3 Cheers to 3 Years’.

DFS India Managing Director Manishi Sanwal said: “Our prime focus has always been to offer additional value and the best shopping experience to our customers. We are delighted to complete three successful years in this airport. ”

These years have been amazing for our stores. We launched popular movie association campaigns for Dilwale, Shivay and Raees that created waves; executed successful properties like First Class Beauty Festival and The Whiskey Festival and offered the best promotions. We will bring year-on-year novelty at our store and provide our consumers with the best shopping experience.”

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The promotion extends across departures (pictured) and arrivals stores at Mumbai T2

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Mumbai Duty Free said that 2017 had begun well, with “aggressive product promotions, new launches, exclusive gifts with purchase and new experiences”.

The video above showcases Mumbai Duty Free’s main departures stores while the video below offers a snapshot of the company’s major Bollywood campaign.

While all categories have shown growth year-on-year, the Indian gourmet business grew by more than +50% year-on-year during December and January. This followed the launch of a dedicated section of ‘I Love Mumbai’ gift articles and destination products in November. Indian sweets, tea and other destination products are the fastest growing sub-categories among souvenirs. This segment has boosted conversion levels for the entire departures store, said the company.

With a focus on customer service and in-store customer assistance, Mumbai Duty Free has increased its staff numbers by +66% since its 2014 launch. Each zone features general staff, brand ambassadors and a team leader, in addition to the store manager.

Mumbai Duty Free’s main departures walk-through store spans 2,500sq m with a strong emphasis on spirits, fragrances and confectionery.

The store offers over 130 single malts and 95 Scotch brands. The beauty floor extends over 2,100sq m, with over 4,000 products from 52 brands, as well as a complimentary make-up service and specialised skin-care tips from ambassadors. The confectionery zone, located in the middle of the walkway, stocks more than 350 variants of chocolates from over 30 brands on personalised fixtures.

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