Top Story: DFS
HK$1,200 (US$155). It’s all about how we evolve from being a very transactional business to one more catered towards customer satisfaction,” he explains. Vuchot reports a strong interest in single malts and, more recently, a trend for Japanese whiskies. “We’ve also had very strong success with watches, it’s a category that is very important for Chinese customers. One of the big surprises in creating a localized impact was the success of local Hong Kong delicacies in biscuit and confectionery brands. “We wanted to find items that would be a discovery for customers, especially if they aren’t from Asia, or other Asian nationalities who come to Hong Kong where the food culture is so diverse; and our results in the food category have been very successful.” Entertainment and promotions are intertwined under the DFS marketing umbrella, as Vuchot explains: “The airport shopper is always attracted by a value proposition, either through the packaging and product selection or promotions. We focus on bringing retail entertainment to an airport, whether it’s a seasonal promotion such as Chinese New Year or even Halloween. We really want to create an experience memorable to Hong Kong.” Innovation in the form of mobile payment technology has enabled DFS to streamline the customer experience during airport rush hour, with the development of mobile payment terminals proving hugely popular. Says Vuchot: “This is deployed during peak hours and is sensitive to passenger time pressure as well as maintaining operational efficiency. We are also launching the Octopus card as a payment option at the airport this April, in order to better service our local customers.” After a full year of operation, DFS is looking to further develop its all-important customer experience, as Vuchot explains: “The level of engagement that we were able to create through our various promotions and customer engagement initiatives has really paid off. “Given the level of repeat travelers at HKIA in particular, we are planning to intensify our loyalty programs. This is an area in which we believe we can be pioneers and push the boundaries of traditional airport retail to take the experience to the next level.”
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ASIA DUTY FREE & TRAVEL RETAILING APRIL 2014