theceomagazine.com | 117products. Whether it is high-fashion, watches,
sunglasses or liquor, DDF staff are highly
trained and directly involved in selling.
“Even if you have the right attitude and
are determined to be a fantastic partner for
Dior, or Johnnie Walker or any other brand,
ultimately, the experience the customer has
with that particular brand in that particular
shop is the most important,” says Ramesh.
He adds that DDF has excelled at
listening to the brands and understanding
how they want their products positioned
in the retail area.
The company also has a well-established
vendor support program to ensure the fit-out
for each product range suits the brand.
Ramesh explains that staff directly involved
in selling the merchandise are a crucial part
of these partnerships. Some staff are dedicated
to particular brands and in some instances,
will wear a branded uniform. DDF can also
bring in partners to give staff special »Ramesh explains. “You almost instantly
understand where you are.”
A clear layout is a vital component of
leveraging a retail space, Ramesh says. “Good
orientation allows passengers to relax and
make use of their time. It avoids making
them anxious, where they are uncertain of
how to get back to the gate. Often, when
they get to the gate, they don’t necessarily
want to leave and go and do something else.
So, the architecture of the concourse has
been fantastic.”
As expected of a leading airport retailer,
DDF’s stores feature a wide range of luxury
products. However, Ramesh adds: “DDF
really caters to the wide range of preferences
passengers have. Whether someone wants a
packet of nuts, something from Tiffany & Co,
a Nokia mobile, Chanel perfume or a Rolex
watch, we cater to everyone in a compact
and easy-to-shop environment.”
Concourse D is a relatively simple setup,
but it has everything DDF needs to facilitate
a major retail operation. “It has more
basement space and better access to the
ground and first levels, which is very useful.
It allows us to improve the logistics of
managing the goods.”
Ramesh reports that DDF was hands-on
during the rollout of the new area and
consulted widely with the airport during
a trial period before the concourse was
unveiled to the public. “We were an integral
part of the airport’s team, working on what
we call the ‘Operational readiness and
transition process’ for the concourse.”
This level of involvement ensured
a smooth launch of the new retail area when
the concourse opened. “Everything went
well. The media coverage was good. The
project worked well in terms of our own
business. For passengers not using Emirates,
it’s a fantastic new retail offer.”
SUCCESSFUL PARTNERSHIPS
WITH LUXURY BRANDS
As a retailer that works with a variety of
brands, DDF often needs to meet specific
requirements around how each brand is
presented. Ramesh and his staff are experts
in merchandising and displaying branded
DDF Executive Vice-Chairman and CEO Colm McLoughlin walking with
COO Ramesh Cidambi at Concourse A.