Mumbai Duty Free launched its ‘Duty Free is now Free Summer Shopping Festival’ in May.

Passengers at Mumbai Chhatrapati Shivaji International Airport (CSIA) were treated to a complimentary $5 shopping voucher during May in the next phase of the ‘Mumbai Duty Free is Now Free’ marketing campaign.

Mumbai Duty Free (MDF) has built on the success of last year’s campaign, with a new ‘Duty Free is Now Free Summer Shopping Festival’ – the latest in a string of marketing initiatives.

Overall sales at the FlemingoTravel Retail-operated stores grew during the month as a result of the promotion, combined with the success of new luxury and fashion concessions and contributions from core liquor, tobacco and confectionery sales. The vouchers had no minimum purchase conditions.

Manishi Sanwal, CEO, Flemingo Travel Retail Limited said: “This summer travel season, we wanted to be a part of customer’s journey by delighting them. With immense support from the Mumbai Airport team, we were able to create multiple touch points for customers even before they reached our store and the business results have established the benefit of this partnership.”

PROMOTIONAL SUPPORT

More than 250,000 vouchers were distributed and around 27,000 passengers used them during the festival.

In addition, customers shopping with Citibank cards could claim 15% cash back on purchases, while telecoms provider Vodafone rewarded customers travelling on an international roaming pack with $15 worth of shopping credit.

Meanwhile, shoppers spending more than $60 in departures received a ‘Mumbai Duty Free is Now Free’ envelope containing discount vouchers, redeemable coupons and complementary experiences from partner brands including Make My Trip, Vodafone, Myntra, Urban ladder and Palladium.

Offering a complimentary $5 gift voucher to passengers helped Mumbai Duty Free enhance customer engagement, drive instore penetration and sales during May.

The campaign was supported with strong communication from the airport, including downtown print media and in airport and out-of-home advertising.

Commenting on the growth, A Mumbai International Airport Limited spokesperson said: “At CSIA, we always strive to create an experience for all our passengers and we are glad that this endeavour is well received by all our stakeholders.

“While passenger experience is at the helm, we feel we are equally responsible to support our partners to create more business and sales. We are glad that the various initiatives at Mumbai Duty Free have resulted in compelling results which we are sure will further encourage MDF to perform even better.”