MIDDLE EAST & AFRICA: DUBAI DUTY FREE


TRBusiness posed during the MEADFA conference on the importance of brand ambassadors, Cidambi said it was important to maintain capacity in shops and create a comfortable environment where they do not appear crowded.


Moderation and balance He explained: “Let’s say the largest Concourse B perfumes and cosmetics shop has a capacity of 60 people for now. Before the crisis, we had more than 60 brand ambassadors in the shop. We then had our regular sales staff and passengers; it was an absolute mess. “We need to be careful in terms


of how we position these brand ambassadors and think carefully about implementing mono-brand ambassadors who only look after one brand.” Ensuring an appropriate mix of


ambassadors and regular sales staff and better managing the customer experience is vital. He said: “This will ensure we have the high conversion


DDF's occupancy analysis conducted in September of this year.


and spend-per-passenger rates we are experiencing now.” The number of brand ambassadors


per shop is unlikely to return to what it was in 2019, concluded Cidambi. “We need moderation and


balance as far as brand ambassadors are concerned.” «


“We need to be careful in terms of how we position these brand ambassadors and think carefully about implementing mono-brand ambassadors who only look after one brand.”


Ramesh Cidambi, Dubai Duty Free


THE UNIQUE SHORT-FORMAT CIGAR


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