World Duty Free inaugurated its Lima airport duty free stores last week.

The company, which spent $7 million on renovations and expansion, will showcase its 3,025 sq m of space of retail space, an increase from 1,450 sq m. prior to the expansion of Jorge Chavez International Airport over the past three years.

Cyrille Beauviche, Dufry’s Commercial Director for Latin America and Caribbean told attendees at the recent ASUTIL conference in Santiago, “We are in the midst of a retail revolution, but travel retail is not part of it.”

He said the travel retail industry needs to catch up with what is happening elsewhere.

He called the new Lima travel retail stores “an exciting challenge” which are based on the three pillars of communication, fun and trendy.

Keeping in mind a customer’s first objective when arriving to the airport is to fly, not to shop, Beauviche said it’s important airport retailers create an awareness before travellers leave home, then again on the trip to the airport. This is made possible through digital technology, said Beauviche.

Jorge Chavez International Airport is operated by Lima Airport Partners, led by Fraport. The airport expects to handle more than 23 million passengers a year by 2020.

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