WDF creates online fragrance presence

Dermot Davitt

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World Duty Free is to go live this month with a fragrance pre-awareness website

A new website, www.worlddutyfree.com will contain details of over 1,700 fragrances, with site visitors able to browse the company's entire offer through a range of seach options: by women's fragrances, by men's fragrances, as well as a keyword search. Pricing details are also included.

WDF trading director David Griffiths said: "Our insight shows that 65% of customers know what they want to buy before they reach our stores, and we wanted to provide a facility to help them choose the right fragrance for their needs."

Visitors can compile a shopping list that can be printed out and brought to the airport store. WDF said it believes the site will improve awareness of the offer, increase penetration and improve average transaction values.

The site will be developed to include other categories in the coming months.