Delhi Duty Free has started the year with a strong promotions push as it seeks to maintain the double-digit sales growth it saw in 2014 – and in light of major revamps to its arrivals and departures shops in the coming months that risk disrupting business.

CEO of DDFS, Duncan Lawley (who has won a major accolade, more of which below), says: “We are off to a strong start for 2015 and have plenty more to look forward to.”

Last month DDFS, which operates India’s largest duty free retail space at terminal three of Delhi’s Indira Gandhi International Airport (DEL) kicked off with a month-long promotion called Add Beauty to Your Basket.

TACKLING UNDER-PENETRATION

If a shopper’s basket contains at least one item of liquor/ confectionery/ tobacco or souvenirs as well as an item of perfume or cosmetics, they get a free expandable bag.

The aim has been to encourage cross-category purchasing in the under-penetrated beauty category which has a 20-22% share for the retailer.

DDFS tells TRBusiness that early results indicate a boost to beauty sales of +10% on a like-for-like basis. “We are trying to increase share as well as cross-sell rates between all categories,” says a DDFS spokesperson. “The campaign has seen a positive impact on beauty’s average transaction value as well as increased transactions.”

This month the retailer has also tied up with Pernod Ricard in its most important category: whisky. British watch company Bremont has partnered with Pernod Ricard’s Chivas Regal 12 to design the ‘Made for Gentlemen by Bremont’ limited edition gift tin.

Chivas Regal is taking this association forward for the first time in India with a promotional campaign that allows customers to win a specially-designed watch by Bremont worth over $4,000.

Meanwhile, Jameson Irish Whiskey from Pernod Ricard is giving travellers the opportunity to win a classic Harley-Davidson Fat Bob motorbike when they buy a bottle of Jameson. All that the customer has to do is fill out a form and put it in a drop-box.

Other ongoing campaigns include: the chance to win a BMW X1 when purchasing Nestlé Swiss bars (with eight car winners announced so far in the year-long promo); 60%-off on liquor purchases compared to downtown; and a flat 30%-off selected beauty brands.

LAWLEY GETS TOP RETAIL HONOUR

Last week, the Asia Retail Congress gave Duncan Lawley, CEO of DDFS, its Retail Leadership Award 2015 in recognition of his professional efforts in the travel retail channel.

Asia Retail Congress is represented by 40 countries from across Asia and the world and is considered by many as Asia’s most important global platform to promote world-class retail practices.

Lawley comments: “This is a true industry honour and it is gratifying to know that the ARC Global Council and Jury have chosen me this year for this award. I am extremely honoured and proud.”