Their Mission
Retail Therapy Shopping is Virgin Atlantic’s duty free retail prorgram which is powered by the world’s largest in-flight concessionaire and duty-free partner, 3Sixty Duty Free. Virgin Atlantic travelers can pre-order duty free products that are delivered to your seat aboard your international flight, or at home.
This case study provides an inside look at the partnership between MWI, and 3Sixty Duty Free, to help build an optimized brand presence and e-commerce success for Virgin Atlantic. The primary work performed was:
Where We Come In
MWI was approached to help increase the brand presence of Virgin Atlantic Retail Therapy Shopping. Our goal was to design a comprehensive strategic plan to create brand awareness, increase sales, and build a loyal customer following.
We selected MWI based on the strength of their digital expertise and international reach. We needed an agency relationship that would allow us quickly to add strategic expertise to our team, without the internal overhead. After 2 years together, I can say that the relationship has been very fruitful. MWI have helped us achieve consistent double-digit growth in one of our key ecommerce channels, and the team have been a pleasure to work with every step of the way.
– Dylan Cabaldon, Senior Vice President, Head of Global Airline Practice
The core to a successful marketing program is knowing your customers – who they are, where they live, when they make purchases, what they like to purchase, and then tailoring your offering and environment to be as relevant to their needs as possible.
Using a combination of Google Analytics, tracked buying patterns, and the existing customer database, MWI identified Retail Therapy Shopping’s core audience as women aged 45-64, living in the United Kingdom, primarily based in England, Scotland and Wales. 
With this knowledge of the core consumer, MWI built a CRO program for Retail Therapy Shopping, helping to test and implement recommendations designed to make the site more relevant to Retail Therapy Shopping’s core audiences, which improved click through rates and conversions.
To further strengthen brand identify and growth, MWI proposed a strategic paid program to leverage Google Ads and social media to build brand awareness and start increasing e-commerce conversions and user registrations.
We use the expression 1+1=3 to describe the ideal combination of SEO and paid tactics to achieve brand success. When you leverage organic and paid tactics, you ultimately recieve more “bang for the buck”.
Paid advertising can be an ideal opportunity to quickly build brand awareness, and engage your audiences to convert. At the same time, this traffic allows consumers to have an expereience on the site that is releavant to them, which leads to repeat organic visits and ultimately better rankings in the search engines.
Step 4
MWI developed a very targeted Google Ads Campaign for Retail Therapy Shopping, leveraging a combination of paid search, Google shopping, display ads, retargeting, and seasonal campaigns to quickly engage users and increase e-commerce purchases.
To further strengthen brand identity and growth, MWI facilitated a full day brand building workshop with 3Sixty Duty Free and Virgin Atlantic to help understand the Retail Therapy Shopping’s core brand, potential, and growth opportunities.
MWI continues to work with 3Sixty Duty Free and Virgin Atlantic to deliver the next evolution of brand growth opportunities for Retail Therapy Shopping, a significant source of ancillary revenue for the airline.
Today, 3Sixty Duty Free continues to thrive as an MWI partner. We are proud to be a part of their team.
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