TOP 5 ASIA OPERATORS: DFS GROUP Unlock the full potential...
The unveiling of the final phase of T Galleria by DFS, City of Dreams in Macau marked the end of a year-long expansion.
Launched in San Francisco, WeChat users can use the mobile application’s discover function to find the DFS Mini Program. They can then preview and pre-order over 300 products from across DFS’ luxury categories.
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tobacco (DFS Group) and perfumes and cosmetics (The Shilla Duty Free). Travellers can purchase items in a
single transaction at common cashier counters, served by team members trained on all products. DFS Group Senior Vice President
Spirits, Wines and Tobacco, Food and Gifts Brooke Supernaw said: “At DFS, we are continually seeking
to provide our customers new and innovative retail experiences. “In response to the trends we have
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been observing in the market, we are excited to introduce two new concepts to provide our customers with more ways to engage with and discover new brands.” In DF&TR barely a day passes when we as an industry are not
Maintaining momentum Each Mini Program is specifically tailored to shoppers in that location, featuring Napa Valley wines from San Francisco, along with products across multiple categories. Customers can easily pre-order and pay for their purchases using WeChat Pay and pick up at DFS, San Francisco International Airport. Former DFS Group Region
Longines Boutique at T Galleria ‘City of Dreams’ Macau. 50 TRBUSINESS
President Americas, Pacific Islands and Japan Mike Osorio commented at the time: “The WeChat Mini Program allows us to extend this experience to a platform that is integral to our customers’ day-to- day lives, while introducing them to exclusive, local and limited-edition
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discussing the deployment of digital and how we can cater to the mobile customer. Last year, DFS, launched its
first ‘Mini Program’ on WeChat, China’s largest mobile social communications platform. Introduced by WeChat in January
2017, Mini Programs are applications within WeChat that allow developers to create experiences. According to the retailer, DFS was one of the early adopters to utilise the platform to create a Mini Program for commerce, providing customers with an opportunity to discover and pre-order products based on their locations. Launched in San Francisco,
WeChat users can use the mobile application’s discover function to find the DFS Mini Program. They can then preview and pre-order over 300 products from across DFS luxury categories.
products that can only be found at DFS.” From DFS’ perspective, the need to push on in 2018 and build on last year’s momentum is apparent, so what better way to start than with the launch of an exclusive – the new Serpenti Passion Red collection by Bulgari in January. Offering exclusive retailer
collections, DF&TR exclusives and limited editions, is important for any operator, so it was no surprise DFS relished the opportunity to offer the collection in its T Gallerias and airport stores. The collection includes two
Serpenti Twist Your Time watches with interchangeable straps crafted in calf and karung leather in pink and red or burgundy and black. It also features a Serpenti Seduttori pendant with a ruby eye. DFS Group Senior Vice President Fashion, Watches, Jewellery and accessories Christophe Chaix commented: “We are sure our discerning travelling customers will be thrilled to find Serpenti and Seduttori in our collection of fine watches and jewellery.” For many companies, Chinese
New Year represents the perfect opportunity to drive incremental sales. For DFS, the Chinese New Year of the Dog was no exception. The retailer executed a series of promotions, exclusive offers and interactive activities at selected T Galleria and DFS stores worldwide throughout February. In-store activities included ‘DFS
Game’, a Pokemon Go-inspired game featuring the DFS Lunar New Year dog character Lolo, who led customers to ‘catch’ incentives, experiences or blessings in-store. Only time will tell if 2018 proves to
be financially fruitful for DFS Group, but one thing is certain. It will be able to build from a stronger footing in 2018 as it continues to serve a broad international passenger base. This remains key as it continues to
compete for key DF&TR contracts, ensuring existing downtown and airport operations continue to excel and executing promotions, activations and marketing campaigns throughout Asia and beyond. «
MAY 2018
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