DUBAI DUTY FREE

SAFETY MEASURESCOVID-19 MitigationMEADFA 22nd Nov 2021

Ramesh CidambiChief Operating Officer

Dubai Duty Free

Sales vs Passengers (1983 – 2021)

▪ 10.3% average sales growth over 37 years.

19832000 2010 2018

247

1,9261,828

1,932 2,015

2,029

697

959

4 4 4 4 4 5 5 4 5 6 6 7 8 9 10 11 12 14 16 18

22 25

29 34

37 41

47 51

58

66

73 78

84 89 90 88

26

27

-

10

20

30

40

50

60

70

80

90

100

0

200

400

600

800

1,000

1,200

1,400

1,600

1,800

2,000

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38

PAX IN MILLIONSSALES IN USD MILLIONS

2000

2019 Sales - AED 7.406 Billion (USD 2.029 B)

Annual Sales & Passenger Statistics

1983 2021

(AED 3.5b)

ES

T.

Retail Business | After Re-opening - PAX

103

529

930

1,136

1,466 1,585

2,186

2,046

1,670

2,028

1,872

1,473 1,555

1,916

2,303

2,452

3,422

4,008

JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV

Monthly Passenger Statistics (Deps + Arrvls)

After Re-Opening & Compared to Pre-Pandemic

PAX in Thousands

-98.5%

-93.6%

-88.9%

-84.3%

-79.2%

-77.3%

-72.1%

-74.3%

-75.9%

-73.5%

-73.4%

-74.2%

Jun '20 - Oct ‘21 Source: Dubai Airport

Nov ‘21 Source: DDF Operations Est

-65.0%

-78.1%

-76.1%

-71.2%

-52.4%

-44.3%

2020 2021

DDF | Retail Space Comparison

Concourse A

8,877

24%

Concourse B6,654 18%

Concourse C4,955 13%

Concourse D7,027 19%

Arrivals3,300 9%

Landside & Remote Shops

2,606 7%

Area in Square

Meters

Total Retail Area

37,072 sqm.(100%)

RETAIL SPACE – Before Pandemic RETAIL SPACE – After Re-Opening (Today)

177 Outlets

Concourse B

6,324

17%

Concourse C4,955 13%

Concourse D7,027 19%

Terminal 24%

AMIA86

0.23%

La

nd

sid

e &

Rem

ote

sh

op

s1

,54

9

4.1

8%

Concourse A

8,877

Area in Square

Meters

113 Outlets Re-Opened Area

22,700 sqm.(62%)

Concourse A | Re-opening Preparation

Retail Business – Penetration rate

-11%

22%

6%

22% 22%

14%

21%24%

16% 15%

17%23%

27%

17%23%

7%8.4%

3.2%

-35.00%

-25.00%

-15.00%

-5.00%

5.00%

15.00%

25.00%

35.00%

0%

20%

40%

60%

80%

100%

120%

140%

160%

180%

200%

Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov 15th

After Re-Opening DDF Over-All Penetration Rate

As % to Pre-Pandemic Penetration Rates

Pre-Pandemic After Re-Opening2020 2021

-54.1%

16.9%26.3%

54.4%

36.8% 38.3%44.3%

53.6%

41.6%35.4% 41.1%

55.0%62.4%

39.8%44.3%

28.7%

17.6%

12.3%

-60.00%

-40.00%

-20.00%

0.00%

20.00%

40.00%

60.00%

80.00%

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

120.00%

140.00%

160.00%

180.00%

200.00%

Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov 15th

DDF Over-All Spend per Pax

As % to Pre-Pandemic Spend per

2020 2021

Retail Business – Spend per PAX

Pre-Pandemic After Re-Opening

Repeat Shopper Frequency

88%

12%

Jan - Oct 2021

$55 1x

>1x

82%

18%

Jan - Oct 2019

$38

> 1x

1x

Repeat Shopper Frequency & Spend per Pax

Repeat Shopper Frequency

Repeat Shopper Frequency & Spend per Pax

70%

30%

Jan - Oct 2021

> 2x2x

$5566%

34%

Jan - Oct 2019

> 2x2x

$38

Travel Retailing by RegioRetail Business – Region Wise

$31.3 $86.7$127.4

$286.7

$414.9$428.6

$484.9

$580.3

$2.1 $30.9 $81.8$130.0 $143.3

$158.6 $211.6$44.8

$1,066.3

(100)

400

900

1,400

1,900

2,400

2,900

AUSTRALASIA AMERICAS RUSSIA AFRICA EUROPE MIDDLE EAST INDIA SUB-

CONTINENT

FAR EAST Total Company

MIL

LIO

NS

Comparison of Cumulative Totals

Region-Wise & Total Company

Pre-Pandemic After Re-opening

-93% -68%-39%

-56%-69%

-67%-60%

-92.5%

-62%

Pre-Pandemic: Jun 2018 – Nov 15th 2019

After Re-opening: Jun 2020 – Nov 15th 2021

$2,874

Travel Retailing by RegioRetail Business – Region Wise (Nov MTD)

$0.9 $3.8$8.8

$11.8$16.8 $17.1

$19.0$21.5

$117.6

$0.3 $2.9$7.8 $7.6

$14.1 $14.6$16.7

$3.2

$83.0

(15)

5

25

45

65

85

105

125

AUSTRALASIA AMERICAS RUSSIA AFRICA MIDDLE EAST EUROPE INDIA SUB-

CONTINENT

FAR EAST Total Company

MIL

LIO

NS

Month-To-Date Comparison

Nov 1 - 20

Region-Wise & Total Company

-24%-11% -36% -16% -14%

-12% -85%

-67%

-29%

Concourse B | DIOR

Concourse B | DIOR

Concourse B - Dior |Cartier

Concourse B |LOUIS VUITTON

DUBAI DUTY FREE – Product Group Sales 2019 (Jan – Nov 15th)

Fragrances & Cosmetics

448,240

26.18%

Wines & Spirits

255,568

14.93%

Tobacco Goods

191,587

11.19%

Confectionery

207,361

12.11%

Technology

137,101

8.01%

Watches, Jewellery, Pens

155,384

9.07%

Fashion & Accessories

114,850

6.71%

Gold

111,007

6.48%

Raffle

41,500

2.42%

Giftware

34,848

2.04%Books, Magazines

14,839

0.87%

Sales Contribution by Product Group

Total Company – Jan to Nov15, 2019

Values in USD thousands

DUBAI DUTY FREE – Product Group Sales 2021 (Jan – Nov 15th)

Fragrances & Cosmetics

181,455

23.70%

Wines & Spirits

134,341

17.55%

Tobacco Goods

76,899

10.05%

Confectionery

74,781

9.77%

Technology

62,237

8.13%

Watches, Jewellery, Pens

60,676

7.93%

Fashion & Accessories

61,379

8.02%

Gold

60,282

7.87%

Raffle

41,208

5.38%

Giftware

10,268

1.34%

Books, Magazines

1,971

0.26%

Sales Contribution by Product Group

Total Company - Jan to Nov15, 2021

Values in USD thousands

DDF DIGITAL

DDF DIGITAL STRATEGY

DIGITAL Engagements | Responsys and Social

1st Email campaign

Marketing Cloud

Sent to 56,194 email addresses

Maison Launch

campaign

135,000 emails

LANCOME and

MAISON conversion

Ads on Facebook

and Instagram

• Emailers with online products as content had a better CTR (click through rate) as compared with informative emailers

20

DIGITAL Engagements | Responsys Emails

Customers scan the QR code in-store and accesses the form on their own device.

Form is filled and submitted. An option to scan and attach his previous 5 transaction receipts.

Current Status

A Digital form from scanning a QR code placed in DDF store.

DDF staff informs customers on the benefits of his/her enrollment

Customer Name, Email, mobile number etc. This data used for customer registration in OCC and synced with ORCE for customer ID. Email ID validation by OCC.

With adequate number of acquisitions, customer segmented promotions can apply the next time DDF shopper identifies himself instore at POS or online.

ACTIVE

Over 3,500 passengers have enrolled by this QR based form using their own device.

Data is submitted to OCC. Profile and transaction data is integrated, stored in ORCE.

Both Instore and Online platforms are updated to process ORCE promotions.

Process

Phase 1 – Roll-out of in-store digital form

Customer Segment based promotions are defined in ORCE (Engagement platform).

2 – Segmented Promotions

DDFOnline | Total Ecommerce

-

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct

DDF – Total Ecommerce Revenue Pre-Pandemic Vs After Re-Opening period

Pre-Pandemic After Re-Opening

Pre-Pandemic

SALES AED

DIGITAL | Home Delivery – Flash Sale Days

1,442,516

684,240

2,255,671

4,548,223 4,282,956

3,413,951 3,484,239

1,364,752

686,851

377,097

915

741

1,628

1,881 2,322

1,527 1,042

712

393

190

-

500

1,000

1,500

2,000

2,500

-

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000

4,500,000

5,000,000

July 31st Aug 21st Aug 28th Oct 2nd Nov (11-13) Nov 27th Feb 12th Jun 18th Sep 3rd Nov 12th

HOME DELIVERY – 10 FLASH SALE DAYS

AED Gross Orders

AE

D G

RO

SS

OR

DE

RS

AIRPORT PAX – Forecast

73,280,000

78,014,841

83,669,906

89,024,038 90,049,59088,030,827

26,268,844 28,700,000

56,921,743

2014 2015 2016 2017 2018 2019 2020 2021 2022

Total Passengers

ESTIMATE

(BASE)

AIRPORT PAX 2022 – Forecast

Concourse A10,147,067

18%

Concourse B18,088,403

32%

Concourse C8,126,703

14%

Concourse D, T113,210,966

23%

Terminal 2 6,853,361

12%

DWC495,243

1%PAX Forecast by Area

2019

PAX

Share

2022

PAX

Share

Var in

Millions

CA, CB, CC, T3 67% 64% -22.7m

CD, T1 19% 23% -3.7m

Terminal 2 11% 12% -3.7m

AMIA 1.8% 1% -1.1m

Concourse A | Layout

Concourse B | Layout

Concourse C | Apron Level

Concourse C | Departures

Concourse D | Layout