Dufry has confirmed the completion of its extensive store renovations at Sharjah International Airport, creating a ‘state-of-the-art’ walkthrough retail space spanning 1,793sq m for the 12m passengers expected to pass through the airport this year.

The official inauguration took place at a recent ribbon-cutting ceremony attended by Senior Directors from Dufry and Sharjah Airport management.

The remodelled store, completed at the end of 2017, is said to feature an improved layout, digital enhancements and the introduction of many exciting new brands.

These include Cartier fragrances, luxury watch brands such Omega, Rado, Tissot and Longines, Cerruti leather bags and cosmetics brands, such as Benefit and Bobbi Brown.

New features include moving fashion next to the perfume and cosmetics category and a new ‘masstige’ toiletries zone offering more affordable products to maximise sales. A larger confectionery area now also caters for impulse sweet and chocolate purchases.

‘SPIRIT OF ARABIA’

All Arabic products have been grouped together as the ‘Spirit of Arabia’ to convey a stronger ‘sense of place’ and create a more focal point in the centre of the store. Here, customers will find more localised fragrance offers, as well as an expanded selection of regional foods including dates, nuts and Camel chocolate.

The retailer says it has drawn on its extensive 30+ years’ Middle Eastern travel retail experience at Sharjah International to ensure that innovative commercial solutions have been introduced within the ‘engaging and exciting’ retail space.

Special attention was given to thoroughly match the product assortment and the related services to the very different customer profiles present at Sharjah airport, ranging from sophisticated luxury buyers to more bargain oriented customers.

Dufry, for example, has tailored the product mix to cater for more passengers from Iran and Syria travelling through the airport and more Russian tourists, confirms the retailer.

To further improve marketing and instore communication, a new video screen wall has been introduced within the ‘Spirit of Arabia’ section, along with an additional 16 video screens distributed through the rest of the store, to allow category specific promotions and product launches to be showcased in various locations.

RETAIL EXCELLENCE

Commenting on the redevelopment, Andrea Belardini, Dufry Divisional CEO for Asia, Middle East, Australia and Eastern Europe, stated: “The completion of our new store marks another important step in our journey to deliver retail excellence and a world-class customer experience to passengers visiting Sharjah International Airport.

“With the introduction of many new brands and a striking new store space, we have taken the travel retail offer to another level for our customers and have underpinned this with significant investment in our staff training and service levels.”

 

“We would like to take this opportunity to extend our sincere thanks to our colleagues at Sharjah International Airport with whom we have an excellent relationship. We are able to work very closely together and support them in their commitment to significantly improve the passenger experience at all stages of their journey through the airport,” said Belardini.

‘WORLD-CLASS’ CUSTOMER EXPERIENCE

Adding to his comments, His Excellency Ali Salim Al Midfa, said: “Our main aim is to provide travellers with an enhanced travel experience at Sharjah International Airport. The renovation of our duty free shop is part of our ongoing commitment to innovation and exclusivity through unique partnerships with the world’s largest luxury brands and businesses.

“This renovation underscores our continued commitment to providing the best services, world-class shopping and quality facilities to our passengers, while enabling our duty free partners to benefit from the continued growth of passengers and customers during the coming period.”