Ospree Duty Free pilots AI-led, digital-only retail experience at Mumbai airport

By Retail4Growth Bureau | June 30, 2025

In partnership with Voiceback Analytics, Ospree Duty Free recently concluded a breakthrough pilot at select departure stores in Mumbai International Airport that replaced all traditional discount signage with a single QR code, unlocking an entirely AI-powered promotional experience.

Ospree Duty Free, in partnership with Voiceback Analytics, recently concluded a breakthrough pilot that reimagined airport retail promotions through a digital-first lens.

Activated exclusively at select departure stores in Mumbai International Airport) on May 29, 2025, the 24-hour experiment removed all traditional discount signage. Instead, travellers were invited to engage with a single QR code, unlocking an entirely AI-powered promotional experience.

According to the company, this initiative marked one of the most advanced digital promotion formats ever trialed in Indian duty-free retail. The customers scanned the dedicated QR code, entered minimal details including mobile number and passport ID, and received customized discounts generated in real time. Every offer was powered by Voiceback’s Dynamic Promotion Engine, a personalization platform hosted on Microsoft Azure. The system analyzed passenger shopping preferences and behavioral data to create relevant offers, bringing Ospree Duty Free closer to the precision and personalization of e-commerce.

“The pilot at Ospree Duty Free was built around a simple but bold idea: eliminate physical clutter and use intelligent tech to deliver more relevant value. Guided by store staff through the QR journey, travellers experienced a fully AI-powered promotion engine that handled the rest. The result was a smooth, interactive, and highly engaging experience unique to Ospree’s retail format,” informs the company.

Key findings revealed that travellers responded positively to Ospree Duty Free & Voiceback Analytics’ digital-first model, with minimal hesitation. Sales remained consistent despite the absence of traditional banners, reinforcing the power of personalized digital promotions. One area identified for future improvement was staff training to enhance real-time engagement with the digital platform. “This pilot was a test drive and quite a successful one,” said an Ospree Duty Free spokesperson. “It marks a new chapter in how we connect with travellers. As India’s first duty-free store to try something so novel, we see great potential in tech-led engagement that’s seamless, personalized, and built for the modern shopper.”