CSMIA Duty Free Bags Retailer Campaign Award

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Representational picture of an airport duty free area
Representational picture of an airport duty free area. Source: Instagram

Chhatrapati Shivaji Maharaj International Airport‘s (CSMIA) Duty Free Store (DFS) has been conferred with the ‘Retailer Campaign of the Year‘ Award at the annual Frontier Awards 2020.

The Mumbai Duty Free won this prestigious accolade for its ‘The Beauty Fiesta Campaign‘ which was held between December 2019 to January 2020. The Duty Free at CSMIA won the award this year through a premium virtual event, making it the third felicitation for the Duty Free at the Frontier Awards for its unique and ground-breaking marketing campaigns.

The 2019 festival, celebrating its 5th edition, focused on all beauty categories across leading brands in fragrances, makeup, and skincare. The festival featured new products and limited editions of luxe brands such as Hugo Boss, Bvlgari, Carolina Herrera, Paco Rabanne amongst others. One of the biggest attractions of the festival was the introduction of 3 new premium global brands – Kiehls, NARS and Victoria’s Secret – launched at CSMIA.

The Mumbai Duty Free Store designed a unique shopping experience for passengers by drawing them in with a flurry of activities including complimentary massages, beauty makeovers and consultation with beauty experts.

Furthermore, the festival offered exciting discounts and exclusive vouchers leading a savings bonanza for the passengers. Travelers were also treated to a visual delight as the Mumbai Duty Free Store was brightly lit with beauty-themed décor including large banners, carefully crafted cut-outs and arches, dedicated brand installations and trolleys, digital in-store signage amongst others for the campaign.

The Frontier Awards celebrates the very best of innovation and creativity within the travel retail sector. ‘The Beauty Fiesta Campaign‘ was awarded by the judges for being forward-thinking for the travel retail industry and for the execution of a campaign that encouraged increased buying habits in the sector.

The Duty Free Store at CSMIA, managed by Flemingo Travel Retail Limited, is an award-winning emporium designed to blend with the layout of the airport, making it easy for passengers to browse through the premium offerings while they make their way to the boarding gates.

Being one of the largest stores in the country, covering 15,500 sq.mt across Departures and Arrivals, the Duty-Free boasts of a wide range of premium and international liquor brands, luxury beauty products, perfumes, and irresistible chocolates.

Moreover, the airport offers passengers a one of its kind pre-ordering service to eliminate passenger woes and provide best in class comfort and convenience during their transit.

On Wednesday, Business Standard in a report said private airports had witnessed a gradual improvement in retail sales and lining up incentives, anticipating higher passenger footfall during the upcoming Dussehra and Diwali festivals.

These would include passenger engagement initiatives, consumer offers, and curated menus at food and beverage (F&B) outlets.

“We have witnessed encouraging trends in passenger footfalls as well as spends in the past few months since the resumption of air travel,” the news report quoted a Bangalore International Airport Ltd (BIAL) spokesperson as saying.

Representational picture of an airport duty free area
Representational picture of an airport duty free area. Source: Instagram

Sales have recovered owing to the opening of new outlets and incentives to encourage passengers to shop and dine at airports.

Bengaluru’s Kempegowda International Airport ran a month-long tax-free campaign till mid-September, where it foot the goods and service tax bill on all passenger spends during the period.

Income from retail outlets, duty-free stores, F&B sales, car parking, and advertising is treated as non-aeronautical revenue. The Business Standard said that this accounted for 50-55 per cent of the revenues of Delhi and Bengaluru airports in the last financial year.

While the lockdown affected the business, a gradual increase in flights is aiding traffic and revenue growth at airports as domestic passenger footfalls across India are at more than 1,50,000 since the start of the month.