PHILIPPINES. Duty Free Philippines (DFP) has launched a pioneering Chocolate VIP Membership programme.
The programme is open to all Overseas Filipino Workers (OFWs) and balikbayans*.
“This is a good way to boost our sales, especially in Fiestamall,” DFP Chief Operating Officer Vicente (Vico) Pelagio A. Angala told The Moodie Davitt Report. Unusually for a duty free retailer, confectionery is DFP’s biggest-selling category but it experienced a decline at Fiestamall last year, Angala said.
The card offers additional privileges including a 10% discount on chocolate pasalubong packs, 20% off individual chocolate items, a 10% discount on snacks and biscuits, and 5% on chips.
DFP is also giving away a special gift pack to customers who accumulate US$1,000 worth of purchases within one year, and to members who shop on their birthdays.
The importance of the confectionery category to DFP was reaffirmed last year in a celebration of National Chocolate Day as shown on the Instagram feed below.
Balikbayans include
- A Filipino citizen who has been continuously out of the Philippines for a period of at least one year;
- A Filipino overseas worker;
- A former Filipino citizen and his/her family who have been naturalised in a foreign country and visits or returns to the Philippines;
- Immediate family members of the Balikbayan, who are nationals of qualifying countries, travelling together with the Balikbayan.
