While You Wait

ITDC has taken a number of positive steps to make shopping at the Indian Duty Free Shops a more exciting and value-based experience

The slowing down of the global economy, coupled with the September 11th incident in the US, has slackened the international tourist traffic. India has been no exception. However today, the situation is improving. The Indian Duty Free Shops managed by ITDC have initiated various steps to make shopping at its duty-free shops a more exciting and value-based experience. Some of such steps initiated are as under:

• Market sensitive pricing including volume-based price incentives to motivate shoppers through value addition. This has made shopping at the ITDC shops most competitive amongst the duty-free shops in the neighbouring countries. A regular market feedback system has been developed to ensure flow of critical information to be able to take timely action.
• ITDC duty-free shops have introduced in-house chocolates under the ‘Ashok’ brand name. Attractively packaged boxes are sold at US$ 7 and its popularity amongst major international brands has been overwhelming.
• ITDC has initiated a process of renovating and refurbishing all the 38 duty-free shops across the country. In major destinations such as Delhi and Mumbai, there will be a shift from multiproduct shop outlets to exclusive designer boutiques. The concept also includes open and walk-in shops where the customers will be able to ‘Touch & Feel’ the merchandise.
• ITDC has launched its first designer outlet at the Delhi Airport showcasing the best and the latest range of Indian handicrafts created by professional Indian artisans and sourced from Central Cottage Industries Corporation. The response to this shop has been excellent with encouraging sales.
• ITDC is launching an exclusive Perfume & Cosmetic Boutique at the Delhi Airport on June 22, 2002. As per global trends, ITDC had conceived this concept two months back and this boutique has been designed and fabricated in collaboration with world-famous perfume and cosmetic houses such as L’Oreal, Lancome, Christian Dior, Givenchy, Kenzo, Lancaster (Davidoff) etc. The USP of the boutique will be professional beauty advisors who will facilitate the shoppers in making their purchase decisions. ITDC envisages to increase the revenue distribution in perfumes from the current level of eight per cent to at least 20 per cent in the current fiscal.
• The main shop in the departure area of Delhi airport is currently under major renovation. The area vacated by the perfume section will now have an exclusive wine corner with special shelving where the bottles will be stocked horizontally. Similarly, a corner has been designated to cigars and cognacs. The height of the centre shelving is being pruned to give a feel of openness and better visibility to the entire range of the merchandise. Special emphasis has been given to the general lighting and the shelving specific lighting so as to enhance product visibility. The shop will be ready for launch on July 10, 2002.
• The signages at all shops in Delhi are being replaced. The present light boxes with milky white background and red lettering will be replaced by colourful transparencies carrying various motifs and the ITDC branding. The new signages will be up by July 10, 2002.
• ITDC has recently introduced a fine range of exclusive silverware items sourced from the MMTC. Besides silver and gold coins, other items include tea sets, table top items, etc, with guarantee of its purity. The silver coins have been extremely popular.
• ITDC has also capitalised on information technology in the operation of shops and merchandising. At present, the Delhi and Mumbai shops are fully computerised. Shortly, all the shops at the 11 international airports and the respective warehouses will be networked with the corporate office to facilitate instant flow of information, faster decision making etc.
• The first ever Touch Screen Kiosks in any duty-free shop worldwide will be installed at the Delhi airport on July 4, 2002. The software has been developed by M/s Netcomm Labs Pvt Ltd. This will be an interactive kiosk and the shoppers will be able to browse through the entire range of merchandise, pricing and promotion. It is also on the anvil to offer gifts to every 75th or 100th passenger who clicks at the kiosk.
• In the second phase, it is proposed to introduce e-mart which will enable the shopper to buy a product through the Internet on arrival and departure.
• The total renovation of four shops at the Mumbai International Airport has been entrusted to M/s Lowe Lintas India Ltd. The shops will be designer-based and the themes would be as diverse as Bollywood, Cellar and Boutique. It will also have a designer outlet showcasing the best collection of world-famous wristwatches and writing instruments.
• At the Mumbai airport, walk-in shops are being designed without front glass panels. This concept will also enhance the visibility of merchandise, besides allowing the shoppers to ‘touch and feel’ the product range. These shops will be totally renovated and launched by mid-August 2002.
• Shops at Kolkata, Chennai, Goa and Thiruvananthapuram are also undergoing extensive renovation compatible to international standards.
• The brand new shops at the Customs Domestic Airports at Bangalore, Hyderabad, Calicut, Kolkata and Ahmedabad are fully operational.
• The product listings at the duty-free shops are undergoing an exhaustive review aimed at stocking the faster moving products and latest launches. Regular promotions and bargain offers are being launched in participation with the suppliers for increasing revenue and creating excitement in the shops. The strategy behind such promotions and bargains is to entice the passengers from shopping at the Indian duty-free shops for retention of foreign exchange within the country rather than being spent in the neighbouring countries.
• A major step initiated by the ITDC in popularising the Indian duty-free shops is holding of a first ever Indian Duty-Free Shopping Festival at Delhi International Airport from July 14-16, 2002. The festival has been named as ‘Teej Shopping Festival 2002’

The festival of Teej - the colourful, vibrant festival of the princely state of Rajasthan - celebrates the festive mood with colour, laughter and happiness. All the shops at the Delhi airport will be decorated with a Rajasthani ambience with vibrant Rajasthani folk dances during peak hours.

In addition to the most enthralling experience of shopping from amongst the choicest merchandise on display, offering the best bargains, each shopper would also have a chance to be a lucky winner of exciting gifts. Regular weekly draws and a mega draw at the end of the festival will give you a chance to win lucky gifts like a luxury car, home appliances like air-conditioners, computers, music, system, television etc. Along with scores of other attractive gifts.

• ITDC has restructured its duty paid and tax-free outlets at the Ashok Hotel, New Delhi.
• ITDC has also introduced a performance-based Cash Incentive Scheme for its employees in the duty-free shops to motivate them to increase the customer pull and the average spend per passenger.