Duty Free Philippines' revenues up

MANILA, Philippines - Capping another year of dedicated service to the international travelers market, Duty Free Philippines Corporation (DFPC) displayed a remarkable overall performance for 2011. A dynamic new marketing strategy, coupled with a strong economic outlook for the country and an upsurge in tourist arrivals throughout the year, contributed to the continued fulfillment of its mandate of supporting and promoting Philippine tourism.

In its 2011 performance report to DFPC chairman and Tourism Secretary Ramon Jimenez Jr., the agency recorded $222 million in total sales, attaining an increase of $30 million which is 16 percent over the past year.

During the Christmas season, it posted an 18 percent increase in total sales for December 2011, as compared to the same period last year. Unaudited financial figures also showed a remarkable P138 million or 28 percent gain in net income which the agency attributes to its various intensified marketing programs, store renovations, cost cutting programs and new store openings.

Re-establishing DFP’s media presence was also a crucial factor in this achievement. Increase in customer awareness is key as DFP is a consumer focused operation. A holiday-themed print and TV advertising campaign highlighted the satisfaction and convenience that duty-free shopping brings to travelers from all walks of life. Social media platforms were also utilized to raise consumer awareness, through viral ads, Facebook and Twitter accounts, and regular website updates. These advertising efforts were likewise supported by promotional activities during every quarter, each of which contributed to the significant increase in sales.

DFP’s groundbreaking campaign dubbed “Pasalubong Shopping with the Family” was even selected as finalist for the “Best Marketing Campaign of the Year by a Retailer” category in the 27^th Tax Free World Frontier Awards. All of these affirmed DFP’s innovative approach to marketing and its ongoing commitment to the agency’s mandate.

Store operations were also in full swing for the whole year, with the opening of three new outlets at the Laoag International Airport, Resorts World Newport City Mall, and Manila Ocean Park seaport store. The Fiestamall flagship store was renovated and new store concepts such as Philippine Gifts / Filipiniana, Electronics and Kabuhayan Shopping Livelihood sections were launched along with the introduction of new brands.

As part of its added service to the OFWs and Balikbayans, the newly opened Balikbayan Plus / OFW Business Center dubbed as “One Stop and Shop” further boosts DFP’s mission of service by providing one-stop convenience to customers in the processing of their documentary requirements for overseas employment. The center houses processing offices of the Land Transportation Office (LTO), National Bureau of Investigation (NBI), PAGIBIG, Overseas Workers Welfare Association (OWWA), Western Union/NSO and PhilHealth.

Duty Free Philippines also supported and embarked on several major tourism-related projects in 2011, all of which are geared toward encouraging and enriching Philippine tourism. Together with the Philippine Retailers Association (PRA), Department of Tourism (DOT) and Philippine Chamber of Commerce and Industry (PCCI), DFP spearheaded free training programs for micro-retail enterprises servicing tourists. DFP has also re-launched its Fiesta Travel Awards Program in the travel and tourism industry, and participated in the DOT’s “Pinoy Homecoming” roadshow project in the USA.

DFP’s accomplishments in 2011 underscore its role as a crucial partner in strengthening Philippine tourism as well as promoting Filipino pride. This year, it continues to undertake committed efforts to sustain this vibrant new direction, in line with the DOT’s goal of having 16 million tourist arrivals per year by 2016.