Foreo POS at CDF Haikou duty free mall delivers boost for brand in Hainan

By Faye Bartle |

CDF Haikou International Duty Free Shopping Complex.

Left: Gary Leong, Global Travel Retail Director, Foreo. Right: The Foreo POS inside the cdf Beauty Hall.

Foreo is reaping the rewards of the brand’s strategic and continued development in Hainan with its recently opened point of sale (POS) at CDF Haikou International Duty Free Shopping Complex ranking highly for sales on the island.

“In November and December 2022, the sales of the new POS at cdf Haikou ranked among the top three against the other POS in Hainan,” said Global Travel Retail Director Gary Leong.

“The sales for January 2023 have not yet been tabulated, but we are excited to see how we performed as compared to last year’s holiday season, and where we can improve more.

“Bolstered by the improvement of cdf Haikou’s transportation lines and surrounding businesses, we believe that the new POS will maintain an excellent performance in Hainan travel retail channels, proving to be part of a thriving ecosystem.”

READ MORE: Foreo grows Hainan network with new doors and slew of openings in 2023

Located within the CDF Beauty Hall on the second floor of the mall, the POS holds a special significance for the company as the first duty free location on the planet for the Luna 4 range.

Spearheading the roll out of the device at the prestigious mall, which opened in October 2022 and is billed as ‘the world’s largest single duty free store’, stretching 280,000 sqm, has proven to be a wise move for the Swedish beauty and tech company.

CDF Haikou International Duty Free Shopping Complex.

Left: An LED flag raising awareness of the POS. Right: A Foreo gondola displaying the brand’s vibrant hi-tech beauty devices.

“It is a thrill for us to be present at such a renowned and revered duty free location, which is truly a testament to the industry and its potential for growth,” said Leong.

When the POS first opened, Foreo offered special promotions, such as a complimentary gift with purchase (a Micro-Foam Cleanser) for customers buying the Luna 4 Mini or Luna 4 Go.

“During the recent Spring Festival, all customers received a Foreo in-store gift when they posted photos of the new store on social media,” added Leong.

“It is important for us to encourage and develop relationships with customers through marketing activities such as these, which not only help increase awareness of the brand, but assist in deepening and strengthening relationships with the consumer by prioritising their needs and rewarding their wants.”

CDF Haikou International Duty Free Shopping Complex.

A view of the Foreo POS within the CDF Beauty Hall at CDF Haikou International Duty Free Shopping Complex.

Further to boosting Foreo’s presence in Hainan, securing space within China Duty Free Group’s (CDFG) landmark shopping complex plays a pivotal role on the company’s wider travel retail goals.

“As a duty free industry leader, CDFG accounts for more than 90% of the duty-free business in China,” said Leong.

“Cdf Haikou International Duty Free Complex is CDFG’s most important project in the past 10 years, and is truly a distinguishable landmark.”

READ MORE: Foreo and FAQ open points of sale at Wangfujing duty free store in Hainan

Leong continued: “The complexity and sheer scale of the new complex attracts both eyeballs and foot traffic – and marks an important part of the next stage of building core stores in Foreo’s travel retail channel.

“Foreo’s cooperation and partnership with CDFG will continue to expand and blossom as both brands leverage from each other, as the recovery of the pandemic in China and the opening of borders for international travel allows us to explore a wider range of airport stores and overseas projects.”

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