Delhi Indira Gandhi International Airport retail concessionaire Delhi Duty Free has claimed a number of successes in its campaign to build awareness of its offer via the Internet and social media platforms. The operator, which claims to be “the most active duty free operator worldwide” with regard to social media, has an established presence via Facebook, Twitter, LinkedIn and its own website in a bid to “ensure visibility but also strong engagement with all current and potential international travellers… [and] to inform, educate and influence consumer buying behaviour significantly”.
Delhi Duty Free’s Facebook page now boasts over 22,000 ‘fans’, and has run a number of competitions in recent weeks, in partnership with brands such as Johnnie Walker and Ballantine’s Scotch whiskies. The retailer also uses the medium to promote special offers on a range of goods.
The company’s recent ‘Buzzing at Delhi Duty Free’ digital media campaign used online travel and entertainment sites to further build awareness of the airport offer.
Delhi Duty Free Services COO Arun Barathi said: “We are very pleased with the return on investment that social and digital media deliver for Delhi Duty Free. The entire DDFS effort through this new media has paid rich dividends driving brand growth, penetration and average transaction value in a measurable and cost-effective manner. We truly believe that social and digital media will remain one of our pillars in engaging with our customers for years to come.”
Delhi Duty Free Services Pvt Ltd, a joint venture company between DIAL (Delhi International Airport Limited), IDFS Tradings (P) Ltd. and Aer Rianta International, runs the duty free concession at Delhi Indira Gandhi Airport T3.