Research on consumer trends around the world shows that customers nowadays are looking for experiences rather than just “buying a product”. To best accommodate this changing behavior and to meet our customers’ expectations, Dufry is investing in different initiatives to take airport and travel retail shopping to the next level.

Engage with customers through new generation stores

In our strive to provide customers with a unique shopping experience, our new generation store is the cornerstone of our latest approach to retail. With the first 6 shops opened in Madrid, Melbourne, Cancun T3 and T4, Zurich as well as in Heathrow T3, our customers can experience a shopping environment which changes its appearance several times during the day. Displays appear in different languages and show the brands that best fit the customer profile present at the airport at any given time of the day.

Retail at its best

Our aspiration is higher than just selling products. Our well trained and motivated sales representatives will help you navigate through a large variety of prestigious brands to find the right product for you and to provide you with the best service when visiting our shops.

Personally engaging with customers.

We welcome customers of more than 150 nationalities to our shops every day and our wide assortment can exceed 50,000 items in any given location. For this reason, providing our customers the right product information in different languages is a considerable challenge. Therefore, we have started to equip our shop staff with tablet computers so that they can provide customers with extensive product information in several languages. Going forward, we plan to also offer payment services through the tablets without the need to go to the tills.

Pre-order at home, collect at the airport

To provide convenience is another priority for Dufry, this is why we want to engage with our customers well beyond our shops. Even before they start their trip, travelers can pre-order products through the internet and collect them conveniently once at the airport. Our “Reserve & Collect” service is already available in 153 locations in 39 countries around the world. New locations are constantly added – the full list is available on our website under:

Constantly enhancing customer service.


Dufry operates in over 400 locations in 65 countries worldwide.


Dufry’s loyalty program RED by Dufry is already available in 200 locations.


50,000 items are available in our portfolio for our customers to choose from. 

RED by Dufry

RED by Dufry is structured as a loyalty program but it takes the idea one step further. RED works primarily through a mobile application (app) and via the traditional earning of points the program offers exclusive advantages such as discounts at Dufry stores and specific airport benefits. Additionally, going forward members of the program will become identifiable through the app’s beacon technology once they are at the airport and will receive personalized notifications on promotions and offers tailored to their preferences. This allows Dufry to increase conversion of travelers into customers and to attract them to the shops. RED by Dufry is already live in 200 locations in 40 countries and is continuously expanded to further operations worldwide. A full list of the locations where RED by Dufry is implemented can be found here:

Forum – Connecting the digital dots

Forum is the new Dufry social media platform launched in 2018 that provides stories from bloggers and influencers, as well as background information from brands and Dufry in an exclusive and glamorous environment. Moreover, Forum by Dufry connects with our other digital initiatives such as RED by Dufry and Reserve & Collect and serves as a vehicle to connect with our potential customers when they are planning their journey or even before. Forum is designed to support the inclination to shop with us, to change customer perception, and position Dufry shops as the place to find the latest trends and launches for the main categories – visit Forum by Dufry at:

Dufry’s focus on customer orientation

Our understanding of customer orientation goes beyond the pure fulfilment of expectations and requests we receive in our shops. A satisfied customer for us is a customer that can also trust us when it comes to guarantees, data security, privacy, product safety and other aspects of our interaction with our customers.

True global return guarantee

Dufry is the only global travel retailer in the industry to offer a true global return guarantee. No matter if you purchased something in Melbourne, Bali, St. Petersburg, Barcelona, São Paulo, Las Vegas or elsewhere in any of our shops in the world: if there is a problem with any product that you purchased at a Dufry store, we will replace, refund or exchange your product within 60 days of purchase. Dufry’s customer service representatives, who can be reached in several languages by phone, email or online chat, attended around 164,000 customers from 152 countries in 2018. Dufry’s customer service team and policies guarantee full customer satisfaction. That service is another example of our commitment to an outstanding customer experience day-by-day.

Customer satisfaction & safety

Customer satisfaction and safety is our first priority. As a fundamental first step we ensure that all products strictly comply with applicable legislation and health and safety requirements. Dufry complies with legal requirements at every location we operate and take a proactive approach, working with governments and regulators to clarify any concerns. In this context, Dufry, through active membership of the industry’s trade associations, has helped shape relevant and robust Codes of Conduct for the travel retail industry (e.g. UK Code of Conduct on disruptive passengers, UK Code of Conduct on VAT, ETRC Code of Conduct on Sale of Alcohol, DFWC Code of Conduct on Sale of Alcohol).

Customer Communications

In its advertising and marketing initiatives, Dufry shows the same responsible stance that it shows in all its other activities. We commit to comply with all regulations and rules in all our advertisements and published communications in the countries where we operate. We also expect the same behavior from our suppliers when using the space that we make available in our stores for advertising and promotions. When it comes to product labeling, we request our suppliers to comply with the regulations of all the locations where the product is going to be sold. Given that our stores operate in an environment where we serve many nationalities speaking different languages every day, we are proactively engaged with our industry trade associations to find off-the-label solutions.

Dufry commits to comply with all advertising and marketing regulations.

Customer Privacy

Management and protection of customers’ private data in the processes that involve the handling of client information is an area of importance for Dufry. As a requirement of customs authorities, airport authorities and for contractual reasons, the customer’s personal data is collected, processed and retained in accordance with the privacy statement listed on the Dufry website or in the retail locations.

Additionally, in some countries, the company offers Reserve & Collect and RED by Dufry services, for which additional personal information from customers is needed to provide the with requested services such as newsletters and marketing & advertising materials. In order to protect and ensure that customer data is handled correctly, Dufry has a number of systems and security processes in place, including a robust IT security system, a data protection policy and specific training for employees dealing with personal information, as well as internal procedures and policies which follow relevant laws and regulations.

During 2018 Dufry completed a number of processes to conclude the alignment of our operations in accordance to the EU General Data Protection Regulation (GDPR). Specifically, this work involved expanded documentation and information requirements, privacy impact assessments and the right of individuals (mainly customers, employees, partners and suppliers) to request access to, or to correct, delete, object to processing of their own personal data and to request data portability. All of this was completed ahead of the GDPR implementation deadline of May 2018.

Customer data protection is important to Dufry.

In the case of the above-mentioned Reserve & Collect and RED by Dufry services, the company applies high security standards to safeguard and protect personal data and to ensure compliance with the different legal frameworks.

Moreover, the Group also undertakes internal Data Protection Audits and intrusion tests, while quarterly meetings are held to discuss and improve the protection of customers’ personal data. For any customer, employee or third party who wishes to report a grievance or who has questions regarding Dufry’s data privacy, there is a specific email address to contact the company, and inquiries are coordinated by the Internal Audit, Loss Prevention and ERM department.

Dufry’s expertise recognized by the industry

In 2018, Dufry’s customer focus and retail excellence has been recognized by different industry partners again. A complete list of the 2018 awards is displayed here.

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Dufry: Retail Expert

Award Winning Company

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You may know of Dufry through one of our many other retail brands. If you would like to connect directly with one of these, please see the below links to our entire portfolio.

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