If you’ve traveled through some of the world’s busiest airports, you’ve likely seen it— DFS Group, the luxury travel retailer boasting modern, sleek storefronts with polished marble entryways, floor-to-ceiling glass windows and sharply dressed salespeople beckoning travelers inside. But what you may not know about DFS might surprise you.
Duty Free Shopping and Why We Love It
Duty-free shopping provides a significant perk for international travelers by allowing them to purchase a wide variety of goods, including alcohol, fragrances, and electronics, at reduced prices due to the absence of local taxes and duties. Beyond the potential savings on luxury items, these airport stores offer a convenient opportunity to acquire unique and destination-specific gifts. For example, a trip through Dublin International Airport’s Duty Free Shops will find you a wide range of Irish Whiskey and fun snacks unique to the country, and Asian airports are often stocked with special Korean or Japanese cosmetics that are coveted by beauty lovers around the world.
Open to All: Public Shopping in DFS
You don’t have to hold an international boarding pass to shop at DFS—domestic travelers can shop tax-free on many items in these stores. In the United States, DFS is located in San Francisco International Airport, Los Angeles International Airport, John F. Kennedy International Airport, Honolulu International Airport and Kahului Airport on Maui. The stores offer a curated selection of luxury products including fashion, watches, jewelry, accessories, beauty, fragrances, spirits, wine, tobacco, food and gifts.
Domestic travelers can shop luxury beauty lines, select fashion brands and confectioneries while international travelers can shop all lines and products.
Exclusive Products From International Brands
DFS offers exclusive, luxury products not found anywhere else, and brands often release products to DFS first before they launch in market. For example, Hermes released a watch band exclusive to DFS shoppers only, Christian Dior launched a perfume bar at LAX, and Martell released its Cordon Blue Extra Cognac to DFS a year before it was available to the public. Stop into a DFS store and check out their spring collection of 70 exclusive products by brands including Bottega Veneta, Burberry, Estée Lauder and Longines, among others.
Complimentary Services
From hand massages to makeovers to wine and spirits tastings to chocolate samples, DFS offers unexpected, complimentary benefits and bonuses to its shoppers. There’s no better way to relax before a flight than a mini massage, and no better way to revitalize from a day of travel than a makeover by a professional makeup artist. Sample a new cabernet or whiskey before you buy a bottle, or taste a sweet before you purchase a gift—DFS always offers complimentary beauty services and often disperses free tastings.
Entertaining Experiences in DFS
DFS offers interactive and playful marketing campaigns in their stores that immerse shoppers in topical themes and events. For example, the stores have launched campaigns for Chinese New Year, Carnival and for travel and gifting—offering promotions, photo opportunities and festive celebrations.
“This isn’t just shopping, this is retail entertainment—we’re bringing the retail environment to life,” said Mark Sullivan, managing director, North America DFS Group. “Our goal is to surprise and delight through experiential offerings.”
Unparalleled Customer Service
DFS Circle is a worldwide loyalty program from DFS Group that offers members a range of exclusive rewards and privileges, according to the DFS site. The program, which replaced a previous one, is designed to elevate the customer experience by providing personalized offers, gifts, and unique experiences. Members can earn points and fast-track their status through different tiers. The program can be accessed through a mobile app or a website.
