Ospree Duty Free is now planning to scale this digital-driven system across more locations and retail formats.

Ospree Duty Free, in partnership with Voiceback Analytics, recently concluded a pilot that reimagined airport retail promotions through a digital-first lens, activated exclusively at select departure stores in Mumbai International Airport on May 29, 2025.

The 24-hour experiment removed all traditional discount signage. Instead, travellers were invited to engage with a single QR code, unlocking an entirely AI-powered promotional experience.

Ospree Duty Free (Ospree) noted this initiative marked one of the most advanced digital promotion formats ever trialed in Indian duty free retail.

Customers scanned the dedicated QR code, entered minimal details including mobile number and passport ID, and received customized discounts generated in real time.

Every offer was powered by Voiceback’s Dynamic Promotion Engine, a personalization platform hosted on Microsoft Azure.

The system analysed passenger shopping preferences and behavioral data to create relevant offers, bringing Ospree Duty Free closer to the precision and personalization of e-commerce.

The pilot at Ospree was built around eliminating physical clutter and using intelligent tech to deliver more relevant value.

Key findings revealed that travellers responded positively to Ospree Duty Free & Voiceback Analytics’ digital-first model, with minimal hesitation.

Guided by store staff through the QR journey, travellers experienced a fully AI-powered promotion engine that handled the rest.

Sales remained consistent despite the absence of traditional banners, reinforcing the power of personalised digital promotions.

One area identified for future improvement was staff training to enhance real-time engagement with the digital platform.

“This pilot was a test drive and quite a successful one,” said an Ospree Duty Free spokesperson, who added: “It marks a new chapter in how we connect with travellers. As India’s first duty-free store to try something so novel, we see great potential in tech-led engagement that’s seamless, personalised, and built for the modern shopper.”

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