DFS is perplexed (see the photo caption) why not many people take advantage of their 20%-off offers for online or phone shoppers. The aim is to avoid the up to 40% commission that the airports charge on duty free sales.
I’ll give them 4 starter reasons:
1: I’ve never seen an online ad for DFS stores. If you don’t tell me about it I will not go there.
2: dfs.co.nz does not resolve, and that’s the logical site for DFS…
3: To get the deal you have to join a ‘club’ – that’s painful, clunky and I don’t understand why.
4: The actual site (dutyfreestores.co.nz) is horrible. It’s ugly, the order of items is wrong, the menus are clunky, and there are no product photos in the item lists. (I could go on ad-nauseum). Basically there is no reason for me to trust this site.
Lance Wiggs 
Hi Lance
I wish I’d seen this three years ago!
DFS and Duty Free Stores New Zealand are two different companies. DFS is a big multi-national company owned by French luxury giant LVMH and Duty Free Stores New Zealand is a family owned business based in Wellington. (The DFS/DFSNZ thing is confusing but having operated in NZ for over 24 years we do predate DFS in this country!) Our site (www.dutyfreestores.co.nz) has continued to grow at an exceptional rate and thousands of New Zealanders are shopping with us every week in order to make the 20% saving over buying their duty free at the airport. We are continually looking to improve the website wherever we can and have many plans under development for the future.
Thanks a lot for your interest – we want to spread the word however we can!
All the best.
Grant Archibald
CEO
Duty Free Stores New Zealand
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