Mumbai Duty Free grew its sales by more than 20% year-on-year in December through the success of its global customer marketing programme, ‘Mumbai Duty Free is now free’.

Launched in July last year, the campaign provides eligible shoppers with exclusive discounts, vouchers, cash back and privileges worth more than $200.

Aside delivering overall growth in passenger revenue, the campaign helped to improve instore penetration and average ticket value on purchases.

Manishi Sanwal, MD, Mumbai Duty Free commented: “It has always been our endeavour to provide best value to [our] customers shopping at Mumbai Duty Free. With this campaign giving more than double the value back, a customer is practically shopping for free at our store, which has resulted in the best December ever.”

DIVERSE PARTNER BRANDS

Mumbai Duty Free is Now Free gathered partners such as Citibank and Vodafone, online retailers such as Myntra and Urban Ladder, and travel search engines Ixigo and Yatra to deliver a series of privileges spanning shopping, hotels and flight tickets.

Partners also engaged their respective databases to market services to passengers to help raise awareness of value propositions and drive traffic into stores.

A programme participation threshold and attractive cash-back offers on select cards led to the increase in average ticket value, with Mumbai Duty Free reporting that additional customers engaged with its instore promotions.

Ananth Narayanan, CEO Myntra & Jabong added: “We are very excited on our association with Mumbai Duty Free and have seen an exceptional response on the promotion. I would call it a perfect offline to online integration, and look forward to a continued partnership.”