Flemingo Duty Free introduces new marketing strategy at BIA
View(s):
P.K. Thimmayya-CEO Flemingo Duty Free addressing the gathering
Flemingo Duty Free will be introducing a new in-store marketing strategy to improve sales in Sri Lanka’s duty free environment, a top official of the company said.
CEO-Flemingo Duty Free, Sri Lanka, P.K. Thimmayya revealed to the Business Times on the sidelines of a media conference in Colombo on Tuesday that he is looking to drive sales in airport retailers by giving them special vouchers of their choice in major shopping complexes to buy luxury items of their choice at discount prices.
In order to deliver value and benefits to the customers as well as make BIA a favourable shopping destination it has launched several initiatives including Flemingo Duty Free’s Loyalty Programme.
“One of our key marketing objectives is to retain and build loyalty with our existing customers. To this effect, Flemingo launched its loyalty programme ‘Flemingo Privilege’ with the objective of adding value to travel and giving an exciting shopping experience for frequent travellers,” he said.
In addition, Flemingo is also discussing with several card partners for promotions across the year in a bid to make it more interesting for the discerning customer. In the past, Flemingo has partnered with MasterCard as well VISA offering special privileges to their customers.
In a bid to make the shopping experience more exciting Flemingo runs promotions with partner brands and in the past has given away gold, Apple products, cash prizes, etc, he disclosed.
Flemingo Foundation, the active CSR arm of Flemingo is supporting ‘A Music Project’ for a second year as part of the group’s CSR initiative. “We have been able to support the musical development of the children of the Lakdasa De Mel College of Kurunegala,” he said.
There are new opportunities in non-traditional product sectors as Flemingo extends its retail areas and product ranges to increase income, he said.
But for the cigarette and alcohol brands, this means they have to work harder to boost their sales due to heavy taxes, he said adding that they have decided to curtail tobacco sales.
The knock-on effect is a need to more specifically tailored promotional activity to attract the types of consumer that is an airport retail environment. Mr. Thimmayya said his firm is committed to bring travellers a unique and value-added duty free experience through a wide variety of products and brands, exciting offers and benefits and customer service.
The company was awarded the new contract for ‘Core Category’ Duty Free at the Bandaranaike International Airport, Sri Lanka in March and the new concession is for a period of five years effective March 15, 2017.
“By adapting a well-defined category strategy and by space planning, we have made it easy for passengers to find, understand and navigate the store, all of which was kept in mind at the time of designing and also while formulating our category strategy,” said Mr. Thimmayya.
The retailer will operate a 5,060- square foot departures store and a 2,646-square foot arrivals store covering the core categories only. Products that are permitted to be sold include wines and spirits, fragrances, cosmetics and toiletries, confectionery and tobacco.