Bahrain Duty Free in 2011: 'business as usual'
As another year draws to a close, Garrett Coogan, general manager of Bahrain Duty Free Shop Complex, tells David Davies about what has – by any standards – been a rather challenging 12 months.
Frontier: What have been the main developments for BDF in 2011?
Garrett Coogan, BDF: 2011 has been a challenging year for Bahrain Duty Free (BDF) due to the local unrest. So under the guidance of BDF’s board and managing director the main emphasis has been to promote [the message that it is] ‘business as usual’. The teams in BDF are doing this well by stabilising sales. Between the challenging environment and with key management changes, BDF is busy reviewing its business processes with the goal of ensuring we are implementing the most effective and efficient work practices. [Simultaneously], under the goal of becoming a truly ‘service excellence’ duty free company we have revisited the BDF strategy, purpose, vision and values which have been introduced under the banner ‘forward together’ to all of our teams.
Has there been any change to your leading product categories?
Our key categories continue to be P&C, liquor, tobacco and confectionary. [Accordingly, many of our] advertising/promotional campaigns are centred around these categories via special offers, price savings, new launches and duty-free exclusives.
What increase in sales have Bahrain Air passengers brought to your operation?
Unfortunately, Bahrain Air is affected by the business environment too, but we are committed, [in conjunction with] Bahrain Air, to driving the business and are just about to launch a whole new range of product with an enhanced inflight magazine in November.
How has passenger traffic flow affected sales in your shops over the past eight months?
Passenger numbers are down on 2010, so sales have been affected accordingly. But BDF is target[ed] on increasing penetration rates and average transaction spends to drive the business. The business in Bahrain 
Airport is a very valuable one, and with the excellent working relationship between BDF and BAC I am confident that the business will grow.
What are your current new project plans?
Bahrain Airport Company (BAC) is planning on an extension of the current airport terminal starting mid-2012 with a planned completion date of early 2014. BAC is a very supportive partner and fully understands the added value an excellent duty-free experience can bring to Bahrain International Airport. Accordingly, we are in discussions with them about major changes to the duty-free offer in the terminal. This is a major opportunity for BDF to upgrade its offer to the customer and to achieve its vision of becoming the ‘premier travel retailer in the Middle East’.
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