Back to blog home

Transforming user experiences with World Duty Free

World Duty Free is the UK arm of the world’s leading travel retailer, Dufry. It aims to offer the ultimate shopping experience to airport visitors and features over 20,000 products across all its retail stores in the UK.   

  • World Duty Free’s staff discount eStore sees poor conversion
  • New Magento storefront implemented to improve user experience and conversion
  • Secures average basket value increases of more than 20% in first two weeks 


World Duty Free’s internal website is the principal way in which staff can purchase discounted products from the company – a key employee benefit. The transactional site also represents a source of additional revenue for the company and is an opportunity to sell older stock that is no longer listed in stores.

At more than 10 years old, the internal website was out-of-date and was built on proprietary technology that was costly to maintain and update. The old platform was only compatible with one browser – Internet Explorer – and could only be supported by desktop devices.

Clunky and difficult to use, the internal website presented World Duty Free staff with a very poor user experience. With limited imagery, inconsistent product names, and inaccurate product descriptions, the site provided little inspiration for impulse purchases and was failing to drive conversion. 


Our work with World Duty Free included:

  • Discovery: workshops with key stakeholders to gain a deep understanding of the project goals and how success would be measured to help prioritise and inform decisions
  • Magento Enterprise customisation and implementation of new storefront
  • Implementation of new design and checkout
  • Implementation of order and checkout rules
  • Integration with World Duty Free’s internal systems to import stock statuses and export orders
  • Integration with Elavon Payments to process payments and refunds for orders

We were very happy with Inviqa’s creative approach to the new system design, as well as the strong project management throughout the work.

Elisabeth Else, World Duty Free

After a detailed Discovery process involving all project stakeholders, World Duty Free tasked Inviqa with designing and implementing a new employee storefront using Magento, the leading ecommerce platform, which powers World Duty Free’s public-facing website. Since the internal website is transactional, unlike the external website which enables shoppers to reserve and collect in-store, the workflow needed to be changed to support a payment gateway.

The new internal store supports secure login with the ability to set-up authorised users before they can purchase for the first time. Owing to sensitive data required on-site, the internal store is only visible to authorised users. It supports other requirements including an annual limit for orders, and an order limit on products.  

The whole process with Inviqa has been great, from planning through to roll-out. Sprint planning sessions were particularly useful, and the use of the dashboard was helpful for cost control.

Elisabeth Else, World Duty Free


The new transactional site improves a core employee benefit at World Duty Free, and is driving higher-value purchases which better enables the company to gain additional revenue and sell older stock. It secured an average basket value increase of more than 20% in the early stages of roll-out.

We now offer a much improved benefit for staff. The new site supports one of our objectives – to increase overall sales – and gives us the option of rolling this out to different territories in the future using the same template.

Shane Cuff, World Duty Free

Powered by Magento, a flexible, open-source ecommerce platform, the new site is easier and more affordable to maintain, and uses a platform with which World Duty Free is already familiar. 

Staff and associated agencies looking to purchase products from World Duty Free’s current and back catalogue at a discounted price can now enjoy a clean, frictionless shopping experience. By using a single source of data for all World Duty Free UK ecommerce sites, the new site delivers accurate, rich product data, so shoppers can make well-informed decisions.

I found the Inviqa approach refreshing, rewarding and painless. I felt that the project team in conjunction with Inviqa were always in the loop and never panicked by the project ahead.

Shane Cuff, World Duty Free