INDIAN AIRPORTS Das continues: “The changing
and shifting demographic across Indian travel retail needs to be noted by brand owners who can also recognise how the influx of Middle class Indians are also travelling more than ever before.” Mumbai Duty Free’s Aggarwal
adds: “With competitive pricing, aggressive promotions and greater value, Indian airports are gradually becoming the preferred shopping destination.” In a recent study entitled, ‘Travel Retail: A global channel for growth and innovation’, Pragma Managing Director Airports, Travel & Commercial Spaces Alex Avery points out: “The commercial performance and trading densities achieved in airports can be three times the average of shopping malls. “For instance, Hidesign, a leading
leather accessories brand in India, has reported that its number one store in terms of sales and profitability is situated at the fast growing Kempegowda International Airport, Bengaluru.” For Mumbai Duty Free, marketing
initiatives have helped garner interest among consumers. “Customers seek additional value
for their purchase and base their buying decision location on it,” explains Aggarwal in mention of the retailer’s global first marketing campaign ‘Mumbai Duty Free is now free’. “As Mumbai is a part of the
campaign, the company has partnered with downtown brands to give an unbeatable value proposition. Any customer who shops at the stores above a threshold would get a surprise. “The Mumbai Duty Free is
Free envelope contains discount vouchers, redeemable coupons, and complementary experiences from partner brands, which the customer can use for making purchases in India.”
CSIA’s brand presence Mumbai Chhatrapati Shivaji International Airport’s [CSIA] commitment towards offering an enriching retail experience to passengers has made it a prime destination for travelling consumers.
MARCH 2018
Source: m1nd-set Business 1ntelligence Service (B1S)
Over the past few years, CSIA has witnessed the debut of more than 30 brands, such as Adidas, Lacoste, Fossil, Delsey, and many more. With over 150 outlets, GVK Mumbai International Airport Private Limited [GVK MIAL] is working towards offering desirable features and best-in-class services through state-of-the-art
infrastructure.
The development of Indian airport retail also has a halo-effect on the provision of training to improve customer service DDFS’s training initiative ‘ARI
Way Advanced Selling Skills’ has been rolled out as part of Aer Rianta International’s (ARI) global human resources excellence development programme. “The Retail Academy has been
specifically tailored to the needs of DDFS and reinforces its commitment to build and develop the skills of the team,” explains Das. It is people power that can be
the changing force across the East, but effective training can’t be achieved without the support of key stakeholders such as the airport authority, brand partners and the retail team itself, according to Mumbai Duty Free’s Aggarwal. DDFS has become increasingly exacting in focusing its attention on developing the airport retail potential. This has led to more ‘focused retail pricing’, which Das says enables DDFS “to balance the fine line between average transaction value and shop penetration”.
By 2020, duty free and retail sales are expected to reach approximately $85bn, according to Statista and further growth opportunities for Indian airports beckon. Strong partnerships with suppliers will help to improve the supply chain, brand and product offerings and pricing, while aligning new products to global launches. The Indian airport retail sector
is upscaling, but it is achieving this with people power within each location and a clear understanding of the demographic as it embraces a dynamic evolution. «
Top 5 airports for Indian travel with % rise/fall in passengers over the next 12 months:
• New Delhi - 7% rise • Mumbai - 3% rise • Dubai - 13% rise • Singapore - 11% decline • Chennai - 12% rise
*Source: m1nd-set Business 1ntelligence Service (B1S).
TRBUSINESS 25
“Renovations are currently taking place in arrivals, with the new shops set to be unveiled in mid-2018.”
Abhijit Das, Head of Marketing, Delhi Duty Free Services
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