Unlocking a $20 Million Digital Revenue Stream for a Major Duty-Free Retailer

Challenge

A major duty-free retailer operating across Australia and New Zealand had world-class stores, high transaction volumes, and a strong brand - but almost no digital revenue.

Their first attempt at digital advertising was broad and ineffective. Campaigns targeted "shopping" audiences instead of travellers about to depart. Traffic arrived, browsed, and left. There was no reason to buy early, no alignment between online and in-store offers, and no clear pathway from search to sale. 

The business needed to prove that digital could drive real sales - not awareness - and do it without disrupting strict logistics, compliance, or airport pickup requirements.

Approach

RTHK was engaged to re-establish digital performance from the ground up.

Working with the internal marketing and technology team, we:

  • Redefined audience strategy to target travellers within a 30-day window of departure - the moment intent turns into purchase.

  • Re-engineered campaign structure and ad copy to connect directly with updated landing pages and clear calls to action.

  • Aligned online and in-store offers, introducing structured bundles such as "2 for $69" and "3 for $149" to secure spend before travellers reached the terminal.

  • Guided integration between the website and POS, ensuring every online order triggered preparation in bonded warehouses for compliant airport pickup.

  • Implemented tracking and performance reporting to make revenue contribution.

Outcome

Within 12 months, online sales rose from near zero to more than $20 million.

Equally significant, the shift in customer behaviour delivered a measurable lift in airport sales. Customers who pre-purchased online typically spent again in-store - doubling average transaction value.

The retailer gained a repeatable model for profitable digital performance: targeted, measurable, and fully integrated with operations.

The program continues to run, connecting marketing, logistics, and sales into one system that consistently turns digital intent into revenue.