Plea­sure Trip To Brazil


Travel re­tail has its own lure of draw­ing cus­tomers. When we say travel re­tail, one usu­ally thinks of the shops in the de­par­ture zone of air­ports. The Ter­mi­nal 2 at São Paulo's Guarul­hos In­ter­na­tional Air­port sees a turn of ta­bles with Dufry, a global duty free re­tailer’s ar­rivals store.

Spread over 3,400 sq. mt, the Dufry store at the ar­rival lounge boasts of a hy­per­mar­ket scale. Dufry has op­er­a­tions in 63 coun­tries and this par­tic­u­lar store seems to be among the top-notch rev­enue gen­er­at­ing stores. With shop­ping cat­e­gories rang­ing from fash­ion, beauty, con­fec­tionery, and fine wines to watches, elec­tri­cal goods and ac­ces­sory brands, this store has it all. Its scale and di­ver­sity earn at­trac­tion points and lure cus­tomers once they land into Brazil. The Sao Paolo air­port sees a huge in­flux of Brazil­ian trav­ellers and the ra­tio of Brazil­ian trav­ellers to for­eign­ers is higher. Brazil is unique in that due to very high im­port taxes, its air­port ‘ar­rivals’ stores gen­er­ate far more rev­enue than those at the de­par­tures. The dou­bling of im­port tax al­lowance from $500 to $1,200 for pas­sen­gers ar­riv­ing into the coun­try called for a pro­jected in­crease in business. JHP, the de­sign brain be­hind the store, re­alises this cru­cial fact and the re­al­i­sa­tion is quite ev­i­dent in this store. JHP Man­ag­ing Di­rec­tor Steve Col­lis com­mented: “A visit to the new Dufry store pro­vides a stim­u­lat­ing ex­pe­ri­ence that blends glam­our with great prices, com­modi­ties with lux­ury prod­ucts. We set out with Dufry to rev­o­lu­tionise the Brazil­ian travel re­tail sec­tor. It was a plea­sure work­ing with the se­nior man­age­ment team of such a pas­sion­ate and am­bi­tious re­tailer.” But, of course, tired trav­ellers need to be catered to well so that they can shop in peace. Dufry as­sures that their lug­gage is kept at a safe place so that they can re­lax and move about the store. Re­tail stores usu­ally do their part in as­sur­ing the cus­tomer’s com­fort; but here, the re­tailer has to go a step ahead to as­sure the com­fort level as (a) the cus­tomer is tired and (b) the store flaunts an ar­ray of lux­ury prod­ucts and so the cus­tomers shop­ping there would also ex­pect a touch of lux­ury in the ex­pe­ri­ence. Cof­fee and cheese rolls are served to the cus­tomers. The sales peo­ple are well ac­quainted with the prod­ucts and brands and also up­dated with new re­leases. They

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