Emotion+: When Online Meets Offline

Emotion+. That´s the chosen name for a Dufry marketing initative aimed at enhancing Dufry´s customer experience by blending the online and offline channels together to offer an impeccable customer journey.

If in the the past, Dufry have launched many campaigns focusing only on in-store activations or digital presence, with this initiative Dufry integrates all communicaiton chanels into one single proposal which as result permits better engagement with our brand partners and offer a paramount experience to customers in a new travel retail ecosystem.

The main benefit of this integrated proposal is the possibility of building a story around the customer journey that will allow travelers to engage with their favorite brands and discover new products and brands, starting at the comfort of they homes and finishing in our stores.

With Emotion+ Dufry integrates all the passenger “touch points” in one single communication proposal to talk to passengers seamlessly across all channels, offering a cohesive and more impactful experience.

In practical terms, this means that we sell 360º promotional campaigns to brands; in store, where we offer physical space and time on highly-visible screens, and through all of our online channels. Part of the investment from brands is directed to reach travellers pre-trip through various online media (like for example with banners on Trip Advisor or in mainstream online publications).

Each campaign lasts one month and following the promotion, Dufry shares its learnings on awareness, impact and customer insights with the brands. In the following video you can see a detailed explanation of Emotion+ in motion.

A sample campaign

In the following image gallery you can see a concrete example of a campaign carried out in collaboraiton with Versace for one of their fragances. The campaign included paid advertising in mainsteam publication (Corriere della Sera newspaper in Italy) as well as a banner in Tripadvisor.

The effort is backed with additioanl advertising in Red By Dufry and in Dufy´s social media chanels (Facebook in this ocassion).

The last part: an eye-catching activation in store (in this case Milan-Malpensa airport) where after all communicaitons the customer has the possibility of engaging with the brand and complete the journey.

The results so far

The initiative is going from strength to strength; the best global brands have engaged, with more than 100 packages sold in 2022. During the month of October we reached 75 million impressions, achieving great visibility. The feedback from our partners has also been very encouraging; they appreciate how we are innovating and leading the way in coordinated, omni-channel promotions.