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to Masaki. “In our Haneda TIAT speciality
perfume and cosmetics boutique, the average spend for everyone was JPY 15,000 in full year 2017, so it’s increased by JPY 1,000 this year.” However, spending appears to be
higher in ADF’s Narita Airport shops. “At Narita Airport JPY 14,000
($126) is the average spend this year for everyone in our shops. “Last year JPY 11,000 was the
average spend for everyone at Narita, so it’s increased by JPY 3,000. Customers are buying more items than before.” In other developments for the
ADF is looking to boost sales at Kansai T2 where the company operates its ‘Fuschia’ duty free shop. “Converse shoes are our new
ANA Men’s Shop brand from June this year,” adds Masaki. “We chose Converse as it’s very popular among Chinese people and has replaced Giraffe; a Japanese men’s brand that offers mostly neckties.” Converse is initially being displayed
for a trial period while ADF prepares to introduce Paul Smith to the men’s store. “We will change Converse to Paul
Smith this October; this will be the first time for Paul Smith in duty free in Japan,” continues Masaki. “We need time to introduce Paul
Smith as they have to draw plans for the shop and get approval from their head office. “We are selling Converse for test
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sales. If we get a good result we will keep Converse.” Meanwhile, ADF is also reporting
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strong sales growth at Tokyo’s downtown Haneda International Airport where the company has two shops in Tokyo International Air Terminal (TIAT). One is a mixed category shop
selling liquor, tobacco, perfume and cosmetics, and the other is a specialist beauty boutique selling Japanese cosmetic products, and features a Cosme Decorte corner.
“We don’t have any big Narita shop renovation plans so far, but we are looking for a few new cosmetics brands for Chinese passengers.”
Hirokazu Masaki, ANA Trading Duty Free Co. Ltd 152 TRBUSINESS
passengers represent a 58% share of sales and Japanese passengers, 26%.” This year ADF says it has been
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registering an average spend per head of JPY10,000 ($90) by all customers at Haneda Airport, while the average spend per customer in ADF’s TIAT cosmetics boutique is JPY 16,000 ($140). “In our Haneda TIAT general shop,
the average spend per customer was JPY 8,000 in full year 2017, so it’s increased by JPY 2,000,” according
Rising spend per head Of course ANA is cognisant of the fact that it has to cater to each nationality of shopper and what might be right for Narita might not be right for Haneda or Kansai. “At Haneda we have a lot of
Japanese customers compared to Narita Airport,” says Masaki. “About 40% of customers in our general shop are Japanese customers; also 40% are Chinese customers. “At Narita Airport, Chinese
“Our sales at Haneda Airport
are growing,” insists Masaki. “Our general shop selling perfume, cosmetics and tobacco products in TIAT has had a 50% sales increase while our Japanese cosmetics boutique had a 30% increase last year. “It’s difficult to change perfume
and cosmetics brands in TIAT because of the furniture fixtures there and hard negotiations [have to take place] with beauty product suppliers.”
company, it recently opened three duty free arrival shops at Kansai International Airport, serving passengers arriving on international flights in Terminals 1 and 2. Kansai Airports, the airport owner,
appointed ADF to run the new arrival shops after the company won a keenly contested open tender. “Our three Kansai duty free arrival
shops opened on 1 April, 2018,” confirms Masaki. “We have two arrival shops in T1
on both sides of the arrival baggage collection hall and one arrival store in the T2 extension that serves LCC carriers.” The three arrival shops sell almost
the same products, with tobacco currently accounting for 90% of total sales. [Philip Morris] Iqos e-tobacco
is the leading brand followed by Mevius. Other brands include BAT, JT and Chunghwa of China. “Each arrival shop sells liquor,
tobacco and confectionery,” says Masaki. “The liquor we display is mainly mid-priced whiskey and wine including champagne. “We also have imported beer in
cans of six. Confectionery is mostly chocolates, including Godiva.” Japanese and Chinese passengers
represent most of the customers in ADF’s Kansai arrival shops. Chinese passengers represent 45% of total arrival shop sales while Japanese passengers represent a further 40% share of purchases. Taiwanese passengers account for 10%. “We have just opened our
arrival shops, but we need more sales,” admits Masaki. “We have
OCTOBER 2018
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