Heathrow rewards World Duty Free staff for innovative thinking
Wednesday 14, July 2010
World Duty Free has been awarded first place in Heathrow’s Eureka! 2010 retail innovation incentive scheme. Launched this year the award recognises innovative thinking from the airports' business partners which positively impacts the passengers' experience at Heathrow.
The staff at Terminal 3 World Duty Free claimed a first place prize of £100 each (up to the value of £5,000) for their Chinese New Year promotion, which identified products of interest to Chinese passengers after research found they spend five times more than the average shopper. The campaign saw spending per person increase by approximately 35 per cent and participating brands’ year-on-year sales for February soar by +119 per cent.
Kurt Geiger secured second place for their virtual customer store which allowed passengers to order international stock from a laptop installed on the shop floor and Geronimo Inns came third for their Tin Goose Pub re-launch at Terminal 1.
Heathrow received over 60 entries ranging from new customer service initiatives and changes in operational processes, to unique marketing strategies based on consumer behavior and passenger profiling. Each entry was judged on passenger response, level of innovation, commercial impact and the relevance to and impact on the passengers at Heathrow.
Brian Woodhead, Heathrow Retail Concessions Directors, says: “Congratulations to the World Duty Team for their innovative Chinese New Year promotion that proved a phenomenal success with passengers. We are absolutely delighted by the high number of quality entries we received in the first year of launching the competition. It’s great to see everyone enthusing about pushing the boundaries of retail here at Heathrow.”
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