The Moodies
Best Creativity and Innovation During COVID-19
Airport Retail Winner
Dubai Duty Free – Home Delivery Specials Service
Against the stark backdrop of the pandemic in 2020, Dubai Duty Free was faced with a situation where it had virtually no customers travelling, and millions of dollars of unused stock. The company thought and acted fast, creating its own Dubai Duty Free Home Delivery Specials service within the UAE from June 2020. For the first time ever, UAE residents were offered the chance to purchase online from a selection of popular duty free products to be delivered straight to their door. A new website was created dedicated to Home Delivery Specials, based around a catalogue of 5,000 items. Promotions and discounts applied, with order fulfilment from Dubai Duty Free’s automated warehouse system. Provisions were put in place for delivery across the UAE. A special permit was obtained from Dubai Customs to sell in the domestic market, as well as the necessary approvals from brand owners on items that could be made available in the Home Delivery catalogue.
How Dubai Duty Free promoted the new concept for launch in June 2020
A shipping system was developed with order tracking, with same day order available, as was collection from the retailer. All of this was delivered from conception to execution within six weeks. The new Dubai Duty Free Home Delivery Specials logo highlighted the service while echoing the association with the retail brand. A new advertising campaign complemented the Dubai Duty Free communication style. Special promotions (with discounts up to -40%) were rolled out including Flash Sales, Black Friday Sale, Eid Sale, DDF Anniversary Sale and others, across multiple platforms including social media. In the 12 months from June 2020, some 25,490 orders were placed and over 188,000 items sold, with a value of AED43 million (US$11.5 million). It also helped boost ecommerce sales significantly in the year after launch. Dubai Duty Free said it was “pleased with the response to the Home Delivery Specials service and while it will not be our core business, it has been very beneficial as a new revenue source and in depleting perishable stock in those early days of COVID-19. This new service forms a part of our commitment to our customers to ensure they can enjoy our great range of products while staying safe at home.”
The Moodie Davitt eZine The Moodies 2021
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