Sales likely to cross record $1.4b

If all the elements fall into place it looks increasingly likely that Dubai Duty Free is once again set to achieve record sales for the year. It is believed that sales through August touched Dh3.4 billion ($927 million). This represents a striking 17 per cent increase over the same period last year. A smooth sprint to the finish line should see the world's single largest airport retail operation cruise past an estimated $1.4 billion in year-end sales, compared to 2010 sales of $1.27 bilion. Sales figures in all terminals went up significantly — Terminal 1 (15 per cent); Terminal 2 (34 per cent) and Terminal 3 (17 per cent) respectively — but the good news, according to Salah Tahlak, Senior Vice-President, Corporate Communications, was the favourable report card brought in by Terminal 2. We have upgraded Terminal 2 and this has changed the whole flow for passengers as they get in. This makes it easier for passengers compared to last year when the area was more congested. It is similar to Terminal 1 and Terminal 3," Tahlak told Gulf News. Additionally, little tweaks like the changing of the colour scheme, which is a lot lighter, has also helped give the place more depth according to Tahlak. "We have also focused on stocking specific items which cater to our Russian and Chinese customers." Tahlak confessed that "we never had an idea of how busy Terminal 2 was going to be. After flydubai started their operations we saw an increase of 57 per cent. Since then FlyDubai has been announcing new stations every few months. They have added value to Terminal 2 and due to this we have benefited from the increased flow in passengers." In terms of categories of sales, perfumes retained the top spot, while gold also rose significantly in the eight month period. Alcohol showed an increase to hold onto the No. 2 slot, with electronics, confectionary items and watches also seeing healthy progress. According to Tahlak, while the airport terminals in Dubai host people from multiple cultures the significant rise in spending came from the Chinese. "They are really coming into the market," stated Tahlak. Perception "Once there was a perception that they don't buy enough, but there has been a drastic turnaround, especially in their purchase of luxury, gold, cell phones and watches." "The average spend, or penetration rate per customer, is around $57 per passenger," according to Tahlak. "In this context Terminal 2 is our success story and there's a lot to shout about with regard to it." With Emirates airline set to receive the delivery of roughly one A380 aircraft virtually every month soon the scenario could get brighter. "This means more passengers, more connections and more sales," said an enthusiastic Tahlak.