Dufry Cambodia shows the value of keeping things simple

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Martin Moodie
Martin Moodie is the Founder & Chairman of The Moodie Report.

Promotions don’t have to be complex to be effective. Nor does communication. I love the way Dufry Cambodia sets about everything it does and this image only confirms my opinion.

What does the message say? That the product, a Johnnie Walker Black Label variant, is exclusive. To both country and to retailer. No clumsy ‘travel retail exclusive’ (what does ‘retail’ mean to your average traveller, you mean shopping right?), just EXCLUSIVE, writ large.

Beautifully turned out sales staff, warm smiles, simple clean merchandising. And a clear message. No more need be said.

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