World Duty Free (WDF) claims its partnerships with retailers have reaped ?huge rewards? according to a recent review of 2006 promotions and new store openings.

WDF says that campaigns developed in partnership with Cadbury?s and Nestl? exceeded expectations, achieving up to a 400% increase in sales year on year and Jo Malone?s first airport store opening generated record sales.
Cadbury Schweppes International Travel Retail launched an exclusive BOGOF (Buy one get one free) promotion with WDF during the month of April 2006, centring on its 1kg Cadbury Dairy Milk London Scenes Bar.
The promotion was supported by in-store point of sale, displays and also featured within the Spring Savings leaflet, distributed in the international Departures Lounge.
The popularity of the Cadbury Dairy Milk product, coupled with high brand recognition and strategic execution of the promotion, was a demonstrable success achieving a fourfold increase in sales year on year.
Steve Brock, general manager, CSITR comments: ?This joint promotion has provided outstanding results for WDF and CSITR and reinforces the successful relationship between the two companies.?
In February an exclusive airport offering provided the perfect opportunity for a promotion. Nestl? International Travel Retail and WDF worked closely to promote its biggest new range of exclusive Kit Kat products to date. Coupled with the launch of the new Chunky Peanut Butter Kit Kat, in advance of it?s release onto the UK domestic market.
The promotion ran from February 2006 for a month, focusing on the Chunky Peanut Butter Kit Kat, it was divided into a pre-awareness campaign and in-store activity. Pre-awareness was built through discounted car parking and internet redemption vouchers, a tactical flyer, promotional staff at front of store and tastings across the whole of the estate.
Nestl? also provided sampling staff for in-store activity at Heathrow, Gatwick and Stansted. Additional product standout was generated by branded flexible fixtures and till points; T-shirts and lanyards for staff; branded basket bases; staff incentive and a World Points offer.
The results of the activity were outstanding: Kit Kat sales grew by 202% year on year, with Nestl? sales up 23.5% overall, additionally penetration into the food category was up by a 1% with total food sales up by 10%.
Meanwhile, the opening of Jo Malone?s first airport store at Heathrow resulted in a record performance. As already reported, over one million pounds worth of sales were generated in the first 11 months of operation, equating to the highest sales of any of Jo Malone?s stores.
Additionally in a recent survey of retail outlets at Heathrow, the store was awarded the highest score for customer service and the friendliness of its staff.
Mark Riches, Managing Director of WDF said: ?Promotional activity creates high brand visibility; drives sales, sector uplift and ultimately enhances the shopping experience for customers. The results of the activity this year have met, and far exceeded our expectations and are only made possible by the close, successful alliances we have with our retailer partners. We look forward to building on this success to drive future promotional activity.?
Nestl? and Jo Malone are hoping to build on their promotional successes and are running as contenders for this year?s Frontier Awards being held in Cannes.

WDF SPONSORS COSMETIC EXECUTIVE WOMEN (UK) BEAUTY AWARDS:

In a separate announcement WDF has confirmed that it has joined forces for the second year with key players from across the beauty industry as a leading sponsor for the Cosmetic Executive Women (UK) Beauty Awards in 2007.
Cosmetic Executive Women (UK) – CEW (UK) – is beauty?s leading industry body and its Awards recognise product innovation and excellence within the market.
Mark Riches said: ?It is wonderful to be able to share in the success of these prestigious awards for a second year. The Beauty Awards play a critical part in the perpetuation of the industry; recognition of excellence clearly drives product innovation, development and ultimately enhances the retail offer.
?World Duty Free?s support of the Beauty Awards last year and its in-store support of winning products saw a 16% uplift in sales, which peaked at 26% for a week.?
Product entries will be presented at a Demonstration Evening on 19 February 2007 at Vinopolis, where the 500 CEW (UK) members, drawn from all sectors of the industry, will sample and vote on winners for each of the 21 categories. The winners will be announced at an Award luncheon taking place in London on 2 May 2007.
World Duty Free continues to lead the way in the beauty product market bringing world exclusive offerings to travellers in advance of release onto the domestic market.
Currently a new Hilary Duff fragrance is being offered as a worldwide exclusive to travel retail until the end of December 2006; additionally Tom Ford?s new fragrance Black Orchid will be exclusive to travel retail from December for six months.

WDF TEAM WINS LEADING CUSTOMER SERVICE AWARD:

Heathrow Airport?s Terminal 3 Word Duty Free (WDF) store has scooped a prestigious customer service award in The Customer Management National Customer Service Awards 2006 (NCSA).
The award recognises recent significant investment in training and development programmes.
Held at London?s Grosvenor Hotel, the National Customer Service Awards celebrate excellence, best practice and innovation in customer service across a wide range of business sectors.
WDF said that the Terminal 3 WDF team ?saw off tough competition? with a diverse range of over 60 other companies entering the category which was short listed to just four, including O2, Sainsbury?s and John Mills.
Criteria focused on entrants being able to demonstrate a commitment to high standards of customer service both through dealings with customers and by contributing to the overall customer care policy by their involvement in communication, problem solving and innovation.
Julie Elder, World Duty Free Human Resources Director, said: ?Terminal 3 has been a pilot for our business? whole approach of ?Think Customer?. It?s great recognition that WDF is not just a great place to shop for our customers, but a great place to work for our colleagues too.
?We work in a unique business; people go to the shops to shop, but they come to the airport to fly ? the crucial bit is we have to do a lot more for our customers, especially since the recent security situation, which created some confusion for travellers.?
Mark Riches said: ?This is a fantastic achievement for our Terminal 3 team and everyone who has supported the implementation and development of our ?Think Customer? programme?.

BAA RETAIL ANNOUNCES THE SIGNING OF MULBERRY TO HEATHROW TERMINAL 5:

BAA Retail has today announced that luxury leather goods company Mulberry is the first fashion house to sign for a space in Heathrow Airport Terminal 5.
Opening in March 2008, this will be the brand?s third stand alone airport store, with existing outlets in Heathrow Terminals 1 and 4.
In a statement today, BAA said: ?Promising to be a unique shopping outlet, the 600 square foot space will mark the first in an exciting new design development. Bags will hang from branches of climbing iron vines that grow up and across the ceiling.
?The unique and innovative environment has been created to house the brand?s men?s and women?s accessories, luggage and small leather collections in response to BAA?s brief to tempt and surprise the consumer, exceeding expectations at every level.?
Colin Hargrave, BAA Retail Managing Director said: ?We are delighted to welcome Mulberry to Terminal 5. Not only is Mulberry a highly respected British brand, but it is synonymous with quality and luxury. Airport shopping has reached new heights over the years and consumers have increasingly come to expect high levels of service and a high quality experience.
?Mulberry will rise to this challenge and ensure that every traveller enjoys a unique and wonderful store experience.’
Lisa Montague COO of Mulberry said: ?Mulberry is committed to its airport business. We are continually impressed with the way in which BAA operates and are thrilled to be working alongside them to expand into Terminal 5.?