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