Treat yourself, friends and the family.

Offering customers the best shopping experience

Our aspiration is higher than just selling products. We are constantly assessing customers’ expectations and adapting our assortments and service portfolio to the latest needs. We fulfill the current focus on experiences with an array of initiatives, such as airport activations, tastings, treatments, an enlarged assortment of novelties, limited editions and exclusive products as well as a comprehensive portfolio of services and benefits. Most importantly, our well trained and motivated sales representatives help travelers navigate through a large variety of prestigious brands, in order to find the right product for you, your family and friends. Our understanding of customer orientation goes beyond the pure fulfilment of expectations and requests we receive in our shops. For us, a satisfied customer is a customer that can also trust us when it comes to product safety and comprehensive after sales services.

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 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 also plan to offer payment services through the tablets without the need of going to the tills.

Engage with customers through the New Generation Stores

In our journey to provide customers with a unique shopping experience, Dufry’s New Generation Store is a cornerstone of our latest approach to retail. In our currently 13 New Generation Stores, our customers can experience a shopping environment which changes its appearance depending on which nationality is present at the airport at any given time of the day. Displays appear in different languages and show the brands that best fit the respective customer profile.

Ongoing deployment of digital strategy & channels.

Pre-order at home, collect at the airport

To provide convenience is another priority for Dufry. For this reason, 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 170 locations in 44 countries around the world. New locations are constantly added – the full list is available on our website under:



Dufry operates in over 420 locations in 65 countries worldwide.


Dufry’s loyalty program RED by Dufry is already available in over 230 locations.


More than 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. Moreover, members of the program are identifiable through the app’s beacon technology once they are at the airport and 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 236 locations in 46 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:

Constantly enhancing customer service.

Forum – Social media for travelers

Forum is Dufry’s social media platform 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 all 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 to position Dufry shops as the place to find the latest trends and launches for the main categories – visit Forum by Dufry at:

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 208,000 customers from 127 countries in 2019. Dufry’s customer service team and policies guarantee full customer satisfaction. This service level is another example of our commitment to an outstanding customer experience day-by-day.

Customer satisfaction & product 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 takes 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). Moreover, Dufry has also defined its own Supplier Code of Conduct and shared it with its supplier community as part of the company’s Environment, Social and Governance (ESG) strategy. More details are available in the ESG Report.

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 every advertisement and published 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 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. As far as possible, and in locations where we have our shop tablets in use, we can provide product specification translations in 10 languages.

Dufry commits to comply with all advertising and marketing regulations.

Customer Privacy

Management and protection of customers’ private data in the processes involving 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, the company offers Reserve & Collect and RED by Dufry services, for which additional personal information from the customer is needed to provide them with requested services such as newsletters as well as marketing & advertising materials. In order to protect and ensure that customer data is handled correctly, Dufry applies high security standards to safeguard and protect personal data and to ensure compliance with the different legal frameworks. The company 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.

In this context, in the previous year 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. Dufry keeps monitoring new developments of data protection regulations and will adapt accordingly where required.

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 email address to contact the company, and inquiries are coordinated by the Internal Audit, Loss Prevention and Enterprise Risk Management (ERM) department.

Dufry’s expertise recognized by the industry

In 2019, Dufry’s customer focus and retail excellence has been recognized by different industry partners again. A complete list of the 2019 awards is displayed on our website:

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Dufry: Retail Expert

Award Winning Company

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