QDF’s Constant success

By Doug Newhouse |

Qatar Duty Free (QDF) and the Swiss watch manufacturer Frederique Constant recently concluded a successful promotion at Doha International Airport, which resulted in a sales increase of more than 60%.

The promotion – conducted for a period of three months from November 2010 to January 2011 – resulted in an increase in sales of more than 60% for Frederique Constant watches, which were only introduced by Qatar Duty Free as recently as November 2009.

A ‘PREFERRED BRAND’
QDF says the watch range is now ‘fast growing’ and a preferred brand with Qatar Duty Free customers. The recent promotion also proved very popular, with many existing and new customers. Every time customers purchased a Frederique Constant watch they were entered into a raffle draw to win exclusive Frederique Constant watches as lucky prizes.

“We had always targeted Frederique Constant watches to be in our assortment and were waiting to make sure we could provide the location and space it deserves,” said Keith Hunter, Senior Vice President, Qatar Duty Free.

“We had no doubt that FC would be one of top five watch brands and it has lived up to our expectations. The watches have elegant and classic designs and appeal to our passenger profile. 

“In the three-month promotion period, we saw a huge increase in the sales of the watches category and an overall increase in FC brand awareness. With prices ranging from $470 to $5,600 there is a watch for every spending profile. I am happy with the success of this promotion and look forward to working with FC on the next big project together”.

 

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