ASIA PACIFIC: EVER RICH DUTY FREE
To celebrate the new Songshan pre- order service, Ever Rich Duty Free has launched an anniversary sales promotion campaign plus cash discounts, exclusive gifts and special offers on more than 80 brands. These include price reductions
on duty free exclusive sets, cash-back through major credit cards and extra discounts on items three times per month. Those spending TWD7,500
(US$240) can claim cash-back of TWD400 ($13).
Target of 1m members Those spending more than TWD5,000 with Ever Rich Duty Free Online can receive a 2020 calendar, with the chance to win perfumes, cosmetics and other prizes worth up to TWD1,400,000 by scanning a QR code. Buyers spending more than
TWD20,000 with the online service are entitled to a mini travel bag. As a result of Ever Rich Duty
Free online’s ‘sustainable growth’, the retailer is aiming to recruit one million members by the end of the year. Online sales grew by 45% in the
first half of the year with growth expected to double in 2019. Back at Taiwan Taoyuan, the Ever
Rich Terminal 2 renovation (South Wing Area C) is in full flow. “By the end of 2018, the food and
beverage area on 4F was renovated and open for business. “The highlight of [this part of
the renovation] was partnering with popular local restaurants to provide tourists with an authentic taste of Taiwanese cuisine,” the spokesperson recalls. The first phase of the renovation
will be completed by the end of the year, confirms the spokesperson who comments: “We will improve passenger traffic flow and focus on storytelling as opposed to simply product display. Unfortunately, we cannot disclose the new brands and concepts just yet.” Improving the product selection
and duty free shopping experience across the entire business, while remaining innovative, has always been the objective for Ever Rich Duty Free.
OCTOBER 2019
In accordance with the Public Private Partnership airport model in Taiwan, the retailer has created themed waiting lounges, held many cultural events, launched a pre-order website and introduced an open-top double decker sightseeing bus. The open-top double decker bus
is the result of a partnership with the government to enable travellers to be dropped to the retailer’s downtown shop. “Furthermore, we try to provide
exclusive products, which are different from the local market and unique from other duty free shops,” adds the spokesperson. Ever Rich is also working with local
firms and international companies to offer more than 50 items exclusive to Taiwan. “For cosmetics, we have launched
exclusive packaging and sets and for fashion, we have introduced Ever Rich exclusive bags and Kipling monkeys. “We are also working with
Edrington and launched a Taiwanese whisky exclusive to travel retail.” Creating a special shopping
experience is the No 1 priority, indicates
the spokesperson.
“Private and public partnerships are important for Ever Rich in terms of bringing new services and products to customers.” Last year, Ever Rich Duty Free
reported steady growth across all locations, especially Taoyuan Airport where traffic increased +3.69% to a record 46.53m passengers in 2018. The spokesperson comments:
“Songshan Airport is expected to experience growth in sales because of the refurbishment project.” Despite the high number of
“The expansion will increase commercial space by 180% and create various employment opportunities.”
Spokesperson, Ever Rich Duty Free
tourists visiting Taiwan in the first half of 2019, the ban on Chinese Free Independent travellers (FIT) to Taiwan, which was still in place as TRBusiness went
to press, is
having an impact on the Taiwanese tourism industry. “The ban will definitely cause
some impact to the Taiwanese tourism industry and Ever Rich,” confirms the spokesperson. “However,
the Taiwanese
government and especially Ever Rich in recent years have started to develop a diversity of customer sources. “Moreover, we have experienced
gradually increasing numbers of Japanese and Korean customers and a large growth in the percentage of South East Asian tourism arrivals. “We, therefore, do not expect the
ban to have too much of an impact and it should not be a long-term policy anyway.” «
Above: The retailer is continuously striving to bring new services and products to customers.
The Songshan Airport refurbishment is progressing well and should be completed in Q1 2020. TRBUSINESS 77
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