Morocco’s IDFS outlines its plans and strategies
Morocco Duty Free by IDFS claims a strong presence at Casablanca Airport Terminal 2
Morocco’s International Duty Free Shops (IDFS) is looking to the future with positivity, with a focus on expansion, innovation, digitalization and the enhancement of customer experience.
From one store in 1989, IDFS now operates in ten of the country’s major airports, including Casablanca, Marrakech, Agadir, Rabat, Tangier, Fes, Oujda, Essaouira and Ouarzazate. The company’s General Manager Anthony Courchet discusses its plans and strategies with Global Travel Retail Magazine.
Global Travel Retail Magazine (GTR Magazine): What are IDFS' projections for passenger traffic and sales growth, and how do you plan to capitalize on the ongoing recovery?
Anthony Courchet (Courchet): In Morocco, the travel industry has been recovering robustly, with passenger traffic in most Moroccan airports registering double-digit growth compared to 2023, except for Casablanca, which maintained single-digit growth. This resurgence is driven by a combination of pent-up demand, improved travel conditions, and effective promotional strategies by the Moroccan government and tourism stakeholders.
Considering the support of the Moroccan Government to the tourism industry, we are projecting double-digit growth year-on-year.
With the continuous support from our airport and brand partners, IDFS plans to sustain its noteworthy sales performance and capitalize on the ongoing recovery by continuing to enhance our customer engagement by equipping our sales staff with the necessary tools to proactively engage and help them achieve increased productivity. We have also increased our assortment – especially of local products – to create a cohesive cultural experience for the travelers and a sense of pride for the locals. Also, we have renovated our shops in Casablanca and Tangier to make shopping even more convenient and enjoyable, with more to come.
By focusing on these strategies, IDFS aims to capitalize on the ongoing recovery in the travel industry, delivering a compelling duty free shopping experience that meets the evolving needs of travelers and supports our growth objectives in Morocco.
IDFS' General Manager Anthony Courchet
GTR Magazine: Given the Tourism Roadmap launched by the Moroccan government in support of the industry, how is IDFS collaborating with local authorities and tourism stakeholders in 2024 to promote duty free shopping as an integral part of the travel experience?
Courchet: As of 2024, our company is actively collaborating with local authorities and tourism stakeholders in Morocco to enhance the role of duty free shopping within the broader tourism experience. Some of the key strategies we implemented are:
- Partnerships with local businesses and authorities
- Local product promotion: To support local artisans and businesses, we are featuring Moroccan-made products prominently in our duty free stores
- Training and development: We are investing in training programs for our staff to ensure they provide exceptional service and are knowledgeable about our exclusive Moroccan products
- Feedback and adaptation: We actively seek feedback from tourists and local stakeholders to continuously improve our offerings. By understanding their preferences and needs, we can adapt our product range and services to better fit the evolving travel landscape
IQOS claims its space in the Casablanca Airport Terminal 1 store
GTR Magazine: With the increasing focus on digital channels and e-commerce in the duty free industry, how has IDFS adapted its online presence to cater to the evolving needs and preferences of travelers?
Courchet: We have ramped up our presence on social media platforms and digital advertising channels to engage with potential customers. Through targeted campaigns, influencer partnerships, and interactive content, we drive awareness and attract travelers to our store.
We are enhancing our online shopping platform in Q4 of this year and will soon launch a robust e-commerce platform that allows travelers to browse and purchase duty free products online. Our website is optimized for both desktop and mobile devices, ensuring a seamless shopping experience across all platforms. Features include detailed product descriptions, high-quality images, and easy navigation to help customers make informed decisions.
By leveraging these digital strategies, IDFS aims to provide a modern, convenient, and personalized duty free shopping experience that meets the expectations of today’s tech-savvy travelers and supports our growth in the digital era.
GTR Magazine: Sustainability has become a key focus for travelers and thus many retailers in recent years. What initiatives has IDFS implemented to reduce its environmental impact and promote eco-friendly practices in its operations?
Courchet: We have transitioned to using sustainable materials for our packaging/shopping bag needs. Our shopping bags are biodegradable, recyclable or reusable and locally sourced and delivered, reducing transport emissions and our environmental footprint.
Our stores and facilities are equipped with energy-efficient lighting, heating and cooling systems and through increased digital engagement we are reducing the need for printed materials minimizing paper waste.
At the same time, we are consistently working to improve the sustainability of our logistics and transportation operations. We have completely renewed our fleet to more modern, energy-efficient vehicles, reducing the harmful impact of pollution on the environment and our health.
GTR Magazine: In terms of product assortment, which categories have shown the most significant growth in the past year, and how has IDFS adapted its offerings to meet the changing demands of passengers? Have you secured any new exclusive partnerships, and if so, in which categories?
Courchet: Coming from a year of recovery, we only began increasing our product assortment in 2024. In the past few months, we have seen demand increase in products which enhance health and wellness and promote sustainability in different categories:
- Tobacco remains the number one sales driver in Morocco. This category has continued to grow by adapting its offerings to the current market through the introduction of ‘reduced risk’ products, to which we have given more exposure in-store
- Because of the changing demands in perfumes & cosmetics we have expanded our focus on sustainability and wellbeing through the introduction of Payot and an exclusive partnership with Bath & Body Works. We’ve formed exclusive relationships with these brands as they are focused on sustainability. These partnerships allow us to offer a curated selection of eco-friendly products, aligning with the growing consumer demand for environmentally responsible options
- We have also introduced organic liquor products, which is a growing segment to cater to the health-conscious traveler
Bath & Body Works features at Casablanca Airport
GTR Magazine: With the increasing importance of experiential retail, what innovations has IDFS introduced in its stores to enhance the shopping experience for travelers? How are you approaching sense of place?
Courchet: In the first half of 2024, to enhance the shopping experience, we’ve introduced simple yet effective approaches to infuse a sense of place into our stores.
In-store events and demonstrations offer travelers a unique opportunity to experience new products, interact with brand representatives, and enjoy special promotions. For example, a CX Zone for Heated and digital animations for tobacco brands were built in our flagship location in Casablanca.
Our stores are designed with customer experience in mind, featuring modern and aesthetically pleasing layouts, focused on highlighting the best brands and their products to make the shopping environment more inviting and enjoyable. We have applied different Moroccan ‘moucharabieh’ in each location. (Moucharabieh in Islamic or Islamic-influenced architecture is a type of projecting oriel window enclosed with carved wood latticework located on the upper floors of a building).
And in the middle of it all, our people. By providing exceptional service, we enhance the overall shopping experience, creating a positive impression of Moroccan hospitality.
By integrating these innovations and focusing on creating a strong sense of place, IDFS aims to enhance the overall shopping experience for travelers, making it more enjoyable, engaging, and memorable. This approach helps us stand out in the competitive duty free market and builds stronger connections with our customers.
GTR Magazine: As IDFS looks ahead to the second half of the decade, what are your long-term growth strategies and expansion plans to maintain your position as a leading duty free operator in Morocco?
Courchet: In support of the Kingdom’s initiatives through the ONDA, we will continue to open new stores and upgrade existing ones in locations that are seeing increased passenger traffic. We keep our stores relevant by exploring innovative store formats and designs that provide a premium shopping experience and cater to a diverse range of traveler needs.
There is a focus on diversification and the expansion of product offerings in fashion, local and sustainable products and we will continue to invest in digital technologies to enhance the shopping experience, may it be in-store or online, while leveraging data analytics to understand our customers and tailor our offerings and optimize inventory.
We are enhancing customer experience through experiential retail, strategic pricing and promotion and we will continue to prioritize sustainability in our operations, from reducing our environmental footprint to supporting local and ethical sourcing. This includes further investments in energy-efficient technologies, waste reduction programs, and sustainable packaging.
Community engagement is also a key part of our strategy as we strengthen our ties with local communities through partnerships and initiatives that support regional development and cultural preservation.
We will continue to partner with international and local brands to offer exclusive products and promotions that differentiate our stores and attract a wider range of travelers, and we will continue to invest in staff training and development to ensure that our employees provide exceptional service and are knowledgeable about products and customer needs.
By implementing these strategies, IDFS aims to maintain and strengthen its leadership position in the duty free market in Morocco, delivering value to both travelers and stakeholders while contributing to the growth of the Moroccan tourism and retail sectors.
GTR Magazine: Reflecting on the challenges and opportunities faced by the duty free industry in recent years, what key lessons has IDFS learned, and how do you plan to apply these insights to drive success in 2024 and beyond?
Courchet: The ability to adapt quickly to changing market conditions and consumer behaviors has proven essential. The industry has faced many challenges such as fluctuating travel restrictions and shifting consumer priorities, highlighting the need for flexibility and agility.
The number one asset of the company is its people. No technology – no matter how advanced – can replace them, especially when it comes to delivering exemplary shopping experience. Hence, we need to take good care of our employees and provide them with the necessary support to perform the tasks even better. At the same time, enhancing digital channels and integrating online and offline experiences have become critical to meeting the evolving expectations of travelers.
Building strong connections with local communities and understanding regional preferences can significantly enhance the relevance and appeal of duty free offerings. We will deepen our engagement with local communities through partnerships and initiatives that support regional development and cultural preservation.
Disruptions in global supply chains have highlighted the need for resilient and adaptable supply chain strategies. Effective inventory management and diversification of suppliers are essential to maintaining product availability. We will focus on diversifying our supply chain, building stronger relationships with suppliers, and improving inventory management to mitigate risks and ensure product availability.
By applying these, we aim to navigate through the evolving landscape of the travel retail industry effectively, drive sustained growth and continue delivering exceptional value to travelers, communicating that we are Morocco’s “last good buy before you fly!”
Adding a touch of ‘moucharabieh’ to travel retailing in Morocco
