Mumbai Duty Free – operated by Flemingo Travel Retail – has announced that it registered its highest ever monthly sales for December 2018 with over 21% growth yoy, for the second consecutive year, as well as 27% growth in sales over the entire year.

 

MDF says these results can be attributed to its ‘innovative’ marketing campaigns such as The Big Bollywood Campaign, Pay Zero and The Great Duty Free Sale.

 

Unsurprisingly, the December sales record also coincided with a significant rise in passenger traffic over the holiday season.

 

“The festive spirits are at an all time high with people travelling out of India for their vacations as well as others flying back home for winter break,” added MDF.

 

Taking advantage of the traffic increase, MDF ran a new marketing campaign aptly named The Big December Campaign.

 

BOLLYWOOD HERO

MDF revealed more about its other marketing campaigns which took place earlier this year.

 

“MDF once again leveraged its ongoing relationship with Bollywood with the launch of the ‘Pay Zero’ campaign in association with star of new Bollywood movie also called ‘Zero’, Shah Rukh Khan.

 

“As part of the campaign, the store was adorned with livesize movie posters and character cut outs.

 

“The main highlight of the Pay Zero campaign was the shopping gift cards [giveaway] worth INR 1,000 (around $15) daily by a few lucky customers, allowing them to shop for free at Mumbai Duty Free.  “

 

Aiming to increase overall penetration and spend at the store, MDF introduced a series of ‘free’ shopping gift cards earlier in the year as part of The Great Duty Free Sale.

 

Simultaneously, MDF also launched an end of season sale at all its fashion and luxury stores, offering up to 50% discount on purchases.

 

Manishi Sanwal, CEO, Flemingo Travel Retail Ltd. Said: “It has been a great year for us and we are extremely proud [of] the results.

 

“We aim to continuously experiment and innovate with our strategies and such positive results only encourages us more. We are determined to [be more] innovative in 2019 and offer newness to the industry.”