World Duty Free (WDF) has launched a new information and pre-awareness site at www.worlddutyfree.com which offers details of more than 1700 fragrance lines using a fast search system with options to search by brand, women's

fragrances, men's fragrances and also by use of a keyword search. Once a fragrance line is selected, optional further support is provided by information on additional line extensions in the range and fragrances that share similar characteristics.
While customers cannot buy online, full pricing details are included on the site, including equivalent comparisons of prices per 100ml. A ?5.00 ($8.73) online only discount voucher is also available for customers to present at WDF's airport shops, when they spend ?45 ($79) or more. WDF Trading Director David Griffiths said: ‘Our insight shows that over 65% of our customers know what they want to buy before they reach our stores and we wanted to provide a facility to help them chose the right fragrance for their needs.’
During a search the visitor is able to compile a shopping list which can be printed out and brought to the airport store, or used as a gifting reminder.
WDF believes that the clarity and ease of use of the site will raise awareness of WDF brand and shop locations and lead to an increase in penetration and average transaction values.
‘We've taken our time in developing the site because first impressions are just as vital in the virtual world as they are in the airport stores; and we wanted to get it right first time. We've established a strong reputation in the beauty industry for leading the way in airport retailing, particularly in the fragrance sector. We provide our fragrance house partners with the quality of sales environment and service that their brands deserve and they are no less demanding or deserving of that online.’ The site also includes a number of news and editorial pages giving details of new launches, exclusives, offers and promotions, as well as advice on fragrance selection.