Delhi Duty Free delighted with success of digital media strategy
Delhi Duty Free, India’s largest duty free retail operator at T3, Delhi’s IGI airport (where ARI is the lead partner), is using digital marketing initiatives to consolidate their presence in the travel retail business. It is the most active duty free operator worldwide on the social/digital media space.
Delhi Duty Free has created a holistic digital support system with their website, the Facebook page, a Twitter handle, and a Linkedin group of malt lovers. The website gives a virtual peek into the world of Delhi Duty Free products, information about the company, allowances, offers, mega promotions, photos & more. While the Facebook (https://www.facebook.com/DelhiDutyFreeServices) runs simulated contests around the offers & products to build & engage a community of 22,000+ loyal fans of the brand.
Delhi Duty Free’s social media presence not only ensures visibility but also strong engagement with all current and potential international travellers. The social/digital platform allows DDFS to inform, educate and influence the consumer buying behavior significantly. The company has seen noteworthy success in increasing overall awareness for the brand.
Said COO Delhi Duty Free Services Pvt Ltd, Mr. Arun Barathi, “We are very pleased with the ROI that social/digital media delivers for Delhi Duty Free. The entire DDFS effort through this new media has paid rich dividends driving brand growth, penetration and ATV in a measurable & cost effective manner. We truly believe for another few years, the social & digital media will remain one of our pillars in engaging with our customers.”
Delhi Duty Free Services Pvt. Ltd. (DDFS) is a joint venture company between DIAL (Delhi International Airport Limited), IDFS Tradings (P) Ltd. and ARI (Aer Rianta International). The company was awarded the concession to manage and operate the Duty Free Shops at Terminal 3, Indira Gandhi International Airport in Delhi.