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The Saudi Duty Free campaign took place across five airports in the Kingdom |
SAUDI ARABIA. A major campaign showcasing Saudi Arabia’s history and cultivation of dates generated a +33% surge in sales in March and April, Saudi Duty Free has reported.
The Fabulous Dates Festival took place across five Saudi Duty Free stores at Jeddah, Riyadh and Dammam airports during the two months. It was the first promotion of its kind, said the retailer (which is a partnership between Al Musbah and World Duty Free Group), focusing on the Saudi airports’ customer profile of pilgrims, visitors, locals and business travellers.
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This infographic outlines key data and the performance of the March-April campaign |
The dates promotion showcased the country’s location, culture and values: the large-scale cultivation of dates and its trade is a Saudi Arabian tradition, part of the national diet as well as being part of its religious texts. The association of the fruit and the region reaches back to times when travellers could rejuvenate themselves in desert oases, noted Saudi Duty Free.
Travellers were greeted by signage in English and Arabic in the stores, and there were life-size cut-outs of outlined date palms, gondola headers, danglers, floor stickers and promotion stands in orange sunset tones, helping the campaign to build a strong presence at the airports. Staff and volunteers also served complimentary Arabic coffee with free samplings of dates to customers.
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The interactive promotion featured cut-outs of outlined date palms, gondola headers, danglers, floor stickers and promotion stands |
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There were price discounts of -20% to -30% across 27 special promotions highlighted on palm-shaped floor stands. These highlighted savings on a variety of brands including Sukkary, Sagai, Safawi, Ajwah and Suqeay, and dates flavoured with combinations such as Ajwa honey saffron, hazelnut, rose, Arabic coffee, coconut, chocolate, orange and lemon mint. The festival also offered regional favourite Mamoul Asawer in three varieties.
The campaign was made more interactive with facts about dates displayed in English and Arabic, as well as trivia about the fruit, provided through a colourful promotion catalogue called the Smart Shoppers Guide.
The booklets also introduced travellers to the purpose of the festival and included kids’ pages with “˜spot the difference’ games and a maze. Young travellers were invited to take a photograph of their answers and post them on the Saudi Duty Free Facebook page.
Through the campaign and brochure, dates processing company Al Alwani Dates announced its change of name to SIAFA International Manufacturing Company.
The retailer also recognised staff who worked on the campaign, with both male and female volunteers from local communities taking part. They were presented with certificates of appreciation for their dedication, which also helped motivate and enhance the work of Saudi Duty Free staff, noted the retailer.
Saudi Duty Free said: “By improving customer service with workshops and training for sales staff and maintaining excellence in retail standards, Saudi Duty Free is committed to improving the experience for consumers with creative concepts and campaigns such as the Fabulous Dates Festival in the future.
“By understanding the needs of its customer profile, Saudi Duty Free delighted customers with this festival. Popular with locals, expatriates, business travellers and pilgrims alike, dates from the region proved to be a “˜must-buy’ item. A visit to the Middle East is incomplete without a taste of wholesome succulent dates. This mega-promotion by Saudi Duty Free welcomed travellers to share in the goodness and take home the joy.”
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There were price discounts of -20% to -30% across 27 special promotions, which generated a sales uplift of +33% |
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