Dufry has inaugurated seven new stores in Cancun International Airport’s newly-opened Terminal 4 in Mexico.
The stores cover 2,540 sq meters of retail space and include a 1,900-sqm New Generation Store, which Dufry presents for the first time in Latin America.
Dufry’s New Generation Store is its retail concept that innovatively features extensive use of digital applications to increase passenger communication and drive sales. New Generation Stores are already in operation in Melbourne, Australia, and Madrid, Spain, with more to come.
Dufry (or one of its predecessor companies) has been working with Cancun airport operator Aeropuertos del Sureste (ASUR) since 2001. The concession contract was originally signed with Aldeasa at that time, and then operated under World Duty Free Group, which itself has been acquired by Dufry.
Following the 10-year contract renewal signed last year, and with the inauguration of the new Terminal 4, Dufry has expanded its operation in Cancun Airport now to 16 stores and almost 6,300 sq. meters of retail space.
Dufry’s seven new shops in Terminal 4 carry a full range of luxury products in both the duty free and duty-paid segments, complementing Dufry’s existing presence in Terminals 2 and 3.
The highlight of the new retail is the New Generation Store, which Dufry says will allow it to better interact with passengers and increase the number of customers attracted to the store. Digital communication will also allow the store to offer passengers a more personalized shopping experience. Tablets and digital screens provide flexibility and permit Dufry to adapt its messages and offer to different nationalities according to arrival and departure flights.
By better tailoring messaging to specific passenger profiles, the company says it can increase the impact of the communication, with the ultimate goal of increasing sales. This high degree of digital customization also allows the store to connect with the customer through integrated audio and advertising (for example, 6 brands will have the opportunity to broadcast their advertising throughout the store using the digital screens for 30 seconds each).
In addition to the duty free New Generation Store in the international area of the newly-opened Terminal 4, Dufry also operates a 119 sqm duty free Last Minute store in the departures area, and a 162 sqm general duty free shop in arrivals.
The duty-paid segment is also presented in the domestic area with retail formats that allow Dufry to offer domestic travelers a high-quality shopping experience with a similar environment to that in duty free. Dufry also opened four boutiques in the departure side: a perfumery; a Last Minute shop; a MAC store, and a Victoria’s Secret store.
The T4 duty free shop is a walk-through concept featuring a strong sense of place using design elements of the Mexican culture such as wrestling “lucha libre,” tiles and tequila.