Duty Free cares: How selling and service can come together

MANILA, Philippines - I have a funny story,” shares Lorenzo “Enchong” Formoso, chief operating officer of Duty Free Philippines. “After typhoon Yolanda, Secretary Bro. Armin Luistro had made a joke that the teachers in the affected areas may even need donations of makeup because they had lost all of their makeup. But one of our suppliers, L’Oreal Singapore, somehow heard about it, and they are now sending over makeup to be donated to Samar and Leyte. That is the beauty of the position we are in. We have counterparts in other countries, and even our so-called competitors, and many suppliers, and so many of them, within hours of seeing the landfall of typhoon Yolanda were on the phone, asking me, ‘How can we help?  Now, they have a conduit because of the relationships we share. We are lucky that we have foreign partners because they have bigger budgets. For example, Johnnie Walker is our top selling product and they have pledged that for every bottle, they will donate one dollar for Yolanda rehabilitation efforts.”

The business of travel retail, which encompasses suppliers, operators, and airport operators, is covered by a publication called The Moodie Report. Its founder and chairman, Martin Moodie, was among the first responders. As soon as he saw the news of the devastation of the strongest typhoon to ever make landfall, he called and made a substantial pledge. “We have always had CSR, and we always help out with relief work. But we feel that the scope of the damage and devastation of this last storm was a wake-up call. We now want our response to relief and rehabilitation to be more structured and strategic.”

And thus was DFP CARES born: the acronym stands for Coordinated Action in Response to Emergency Situations. Debbie F. Ongsip shares that one of the first moves of DFP CARES was to pinpoint islands and towns that had not yet received relief goods. “We will be bringing to one of the islands off Bantayan Island in Cebu some of our special products from our grocery, not the usual relief goods, to make their media noche this coming New Year more meaningful.”

This idealism and patriotism is part and parcel of the DNA of Duty Free. As Enchong revealed in the book on the DFP’s anniversary, “We were part of the Yellow Army spirit. We are proud to be in government, and we are happy that we can provide not just goods but a great experience. Sometimes, in ordinary retail operations, it’s all profit, profit, profit. With us, it’s not just profit that we’re proud of. We’re proud of being able to make people happy. We are part of their homecoming experience, and it really goes beyond just shopping.”

Selling and service

One way that DFP defines its role in the rebuilding of the nation is by sharing their expertise in retail. “We are in selling. What are the retail outlets in the affected provinces? Mostly the public markets. We are looking into rebuilding the markets and helping to maintain the stalls. We know that it will take more than just a year to rebuild and we want to be there for the long term.”

DFP Philippines also assists returning OFW’s with free assistance from TLRC.  They also provide special discounts for appliances and tools that are needed in setting up a small business. Enchong says, “It may have been sell, sell, sell, but now it’s selling and service.” Electronic golf carts ferry customers to the bus stops so they don’t have to carry their purchases. If customers need help with their documentation with SSS, LTO, COA, OWWA and NBI, the OFW Center offers free assistance, making DFP a “one stop and shop.” “We will also start selling emergency kits at cost. These kits will contain flashlights, batteries and other emergency necessities, and the customers can buy these for their families and when they leave to work abroad, they feel safer.”

The Trinity Forum, the convention for travel retail, has invited COO Formoso to present the story of DFP CARES in Bangkok. “We hope they will be inspired, not just to donate but to learn from what we have done.”

Ito ang pasalubong

The signature campaign of DFP Philippines has been the Babalik Ka Rin Campaign, which features Gary Valenciano, and touching scenes of reunited families.

They have now launched a new campaign with Richard Yap, a.k.a Sir Chief, a.k.a. Papa Chen, with a more comedic, lighthearted feeling. Richard Yap has made a name playing overprotective and somehow stern father figures who may be misunderstood but are completely motivated by the deep and abiding love they have for their families. He is an apt embodiment of the Filipino everyman who works and works for the good of his family, and a place where he can show his love.

DFP Fiestamall has something special in store for the grand homecoming of our balikbayans. The fiestamall will not only be a venue for them to spend time with their families but instead it will also be a place for them to experience a truly and uniquely Filipino Chirstmas.

For the month of December, a lineup of activities await the shoppers including mini-concerts of Richard Yap, Billy Crawford, Luis Manzano, and Anne Curtis. In different areas of the mall, there will also be balloon twisting, magician and chorale performances among others.

There’s really no reason to wait and experience a fun filled Christmas Pasalubong Shopping at Duty Free Fiesta Mall.