Close engagement with customers continued to be a key focus throughout 2022. As well as providing the valuable insights which were used to craft the new company strategy «Destination 2027», our regular inshop and online surveys to assess customer expectations and identify potential changes in shopping behaviors confirmed the trends for sustainable, eco-friendly and well-being products, as well as premium and innovative assortments. Seizing this great opportunity, Dufry has created new offers and expanded its assortment in close collaboration with our brand partners to satisfy customers’ expectations.

Fostering safe shopping and working environments

Providing safe shopping and working environments for our customers and employees remains a key concern. Dufry has a comprehensive Global Health & Safety Protocol implemented throughout all locations. The protocol contains basic health and safety measures defined by the company, but can also be enhanced with and adapted to location specific government or airport health and safety regulations. The protocol substantially contributes to making customers perceive airports and other travel locations as safe environments, allowing them to enjoy their trips and shopping experiences.

Enjoying shopping for MIND.BODY.SOUL.

New well-being and eco-friendly assortments introduced

Aligned with customers’ expectations, we continued fine-tuning our product assortments and service portfolio. The introduction of the innovative MIND. BODY.SOUL. shop-in-shop concept addresses the increasing customer interest in purchasing healthier and more sustainable products. The new format offers a range of nutritious, energy-focused foods for healthconscious customers, alongside sustainable products for a better environment, and many relaxing products that help promote a sense of well-being.

MIND.BODY.SOUL. is a flexible concept allowing it to be customized to meet the specific wants and needs of each location and customer profile. First introduced in our operation at the Amman Airport in Jordan, the new concept has already been implemented in several other locations worldwide including Cambodia, Brazil and Bali and will be further expanded. Customers have been very receptive to the dedicated range of relevant products lines from existing and new suppliers, many of whom present their products in recyclable and refillable packaging.

We keep updating our offering based on our customers’ feedback and expectations for innovations. In 2022, we have identified 40 new brands including skinand hair-care and indie make-up brands, with more than 20 brands already rolled out across all countries. Equally, we have extended our premium offering in wine & spirits with low and zero alcohol options.

40 new brands introduced.

We foster our focus on experiences with an array of initiatives, such as airport activations, tastings, beauty treatments, an attractive assortment of novelties and exclusive products, as well as a comprehensive service portfolio. Our well-trained and motivated sales representatives help travelers navigate through a large variety of prestigious brands, while providing them with valuable advice and information. For us, a satisfied customer is a customer who can trust us beyond the mere process of buying, but also just as equally when it comes to product and store safety and comprehensive after-sales services.

Helping customers to shop considerately

In 2022, we continued to expand our sustainable product offering, which includes a selection of products that are sustainable under different aspects such as being Sustainable, Plastic Free, Recyclable or Refillable, Vegan, Palm Oil-Free or Supporting Communities and are developed in close collaboration with our brand partners. These products are marked with dedicated tags and are easily identifiable in our shops or online platforms. Currently the sustainable product selection includes over 675 products from 20 global suppliers covering the main categories – food, liquor, perfumes & cosmetics – and is available in 167 shops across 126 airports, worldwide. A detailed description of this ESG initiative is available in the ESG Report.

Sustainable product assortment expanded.

Engaging with customers along their whole journey

Each day, we welcome customers representing more than 150 nationalities and we increasingly engage with them along their whole journey. Addressing them in the right language and presenting them with the right products and promotions is key to driving sales. Digital services and tools are key elements to engage with customers from the moment they leave home until their arrival at their destination.

Our New Generation Stores and the other over 50 highly digitalized shops are cornerstones of this endto- end shopping experience, changing their appearance depending on which nationalities are present at the airport at any given time of the day, based on flight schedules, and presenting the brands that best fit the respective customer profile.

Ongoing increase of digitalization.

Providing the right information and helping customers understand the product characteristics in different languages is a considerable challenge as well. Therefore, we keep providing customers with extensive information, ranging from product specific data, to permitted allowances at their destination. Contactless or online payment devices, as well as the increasing deployment of self-checkout cashiers, eliminate the need to go to the tills and further enhance the shopping experience.

Increased reach of online customer services.

Reserve & Collect – pre-order at home, pick-up at the airport

Convenience is always a key sales proposition, and thus also a priority for Dufry. We believe that engaging with our customers before they enter our shops and well before they reach the airport, provides them with a great opportunity to pre-order products online before they even start their trip, and collect them conveniently once they are at the airport. Dufry’s “Reserve & Collect” service is already available in 196 locations in 69 countries around the world and new locations are being added – the full list is available on our website:

Converting travelers into customers.

Red By Dufry

Red By Dufry” is Dufry’s loyalty program working primarily through a mobile application (app), which besides earning points, also offers exclusive advantages, discounts and specific airport benefits at Dufry stores. Members of the program receive personalized notifications on promotions and offers tailored to their preferences once they approach the airport. This allows Dufry to increase conversion of travelers into regular customers and to attract them to the shops. Red By Dufry is live in 260 locations in 51 countries and is being continually expanded to further operations worldwide. For a full list of the locations offering Red By Dufry visit:

Forum – Social media for brands and travelers

Forum is Dufry’s social media platform that provides stories from bloggers and influencers, as well as background information from brands, in an exclusive and aspirational environment. Moreover, Forum by Dufry connects all our other digital initiatives such as Red By Dufry and Reserve & Collect. Forum is designed to position Dufry shops as the place to find the latest trends and novelties for the main product categories –


Red By Dufry is now live and available in 260 locations across 51 countries.


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


675 products from 20 global suppliers covering the main categories and is available in 167 shops across 126 airports, worldwide.


service is already available in 196 locations in 69 countries around the world.

True global return guarantee

Dufry is the only global travel retailer in the industry to offer a true global return guarantee. No matter whether you purchase something in Madrid, Hong Kong, Toronto, Buenos Aires, Marrakesh or elsewhere in any other of our shops in the world: if there is a problem with any product that you purchased at a Dufry network store, we will replace, refund or exchange your product within 60 days of purchase.

In 2022, Dufry’s customer service representatives, who can be reached in several languages by phone, email or online chat, attended 154,242 customers (see further details also on page 93). Our customer service team provides worldwide support through our dedicated and simple to use online platform.

Simplified customer service access.

Customer satisfaction & product safety

Customer satisfaction and safety is our first priority. We ensure that all products comply with health and safety regulations. Dufry complies with legal requirements at every location in which we operate and takes a proactive approach, working with governments and regulators to clarify any concerns.

Through active membership in the industry’s trade associations, Dufry has helped to shape robust Codes of Conduct (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). Moreover, Dufry has defined its own Supplier Code of Conduct and in 2022 has shared it for recertification with an increased number of suppliers across North America. More details are available in the ESG Report.

Fostering responsible retailing.

Responsible marketing & customer communications

When it comes to marketing and advertising initiatives, Dufry applies the same responsible stance that it shows in all its other activities. We commit to comply with marketing and advertising regulations in customer- oriented communication 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 and online channels for advertising and promotions. This also applies to product labeling, where we ask our suppliers to comply with the regulations of all the Dufry locations where their products are sold. Given that our stores operate in an environment where we serve many nationalities speaking different languages every day, we are proactively engaging with our industry trade associations to find off-the-label solutions.

Growing importance of customer privacy.

Customer privacy & data protection

In line with the expansion of its online activities and the increased use of digital applications involving customer data, the management and protection of customer privacy in the processes involving the handling of client information is an area of growing importance for Dufry. As a requirement of customs and airport authorities, as well as for contractual reasons, the customer’s personal data is collected, processed and retained in accordance with the privacy statement listed on Dufry website.

The company’s Reserve & Collect and Red By Dufry services require additional personal customer information to provide them with newsletters and marketing & advertising materials. To protect customer data and ensure it is handled correctly, Dufry applies the highest security standards securing compliance with different legal frameworks. The company operates a number of systems and security processes, including a robust cyber security system, a data protection policy and internal procedures and policies, which follow relevant laws and regulations. Dedicated trainings are also carried out on a regular basis for employees dealing with personal information.

Dufry continuously reviews and adjusts its processes to secure the alignment of our operations in accordance to the EU General Data Protection Regulation (GDPR). This involves maintaining expanded documentation and information requirements, privacy risk assessments and ensuring the right of individuals (customers, employees, partners and suppliers) to request access to, or to correct, delete, or object to processing of their own personal data, and to request data portability. Dufry keeps monitoring new developments in data protection regulations and adapts accordingly where required.

Focussing on customer data protection.

Moreover, the Group also undertakes internal Data Protection Audits and intrusion tests, on top of permanently discussing and improving the protection of customers’ personal data in dedicated meetings held quarterly. 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 compliance address to contact the company, with respective inquiries being coordinated by the Compliance and the Global Internal Audit & Investigations Department Dufry Helpline.

Industry recognition for retail expertise.

Dufry’s expertise recognized by the industry In 2022, Dufry’s customer focus and retail excellence was once again recognized by different industry partners. A complete list of the awards is available here.

More about Dufry

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