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Don't forget the passenger!
14 September 2012
Today marks the official launch for World Duty Free Group’s newly developed store in Gatwick Airport’s South Terminal. An investment of over £4 million has transformed the tax and duty free store into the largest ‘walk through’ in the Group’s European operations.
This dramatic new retail space incorporates a number of innovative features and travel retail ‘firsts’ and has been designed to deliver an exceptional in store experience for the passenger and the very best customer engagement for brand partners.Commenting on the new store, Jose Maria Palencia, CEO of World Duty Free Group said, “We are very pleased with what is our largest and most innovative walkthrough store within the World Duty Free Group and we are absolutely delighted with the customer response and growth in sales that we have experienced”.
Stewart Wingate, CEO of Gatwick Airport adds, “When passengers come to Gatwick they expect high standards of customer service, modern facilities and contemporary retail brands. This impressive new retail store is providing our passengers with a fantastic welcome and shopping experience as they arrive into our departure lounge, offering a much wider choice of sought after brands that appeal to everyone, from passengers travelling on business, to families and children. It is an exciting day and one that demonstrates how far this airport has come”.
The 2830m2 store has been repositioned to welcome passengers as they enter the departure lounge and is easier to navigate with its newly introduced walk through format and clear sight lines across the retail space.
At the store entrance, passengers firstly enter the liquor area and are welcomed with a striking tasting bar, which brand partners can utilise for in store theatre and product sampling. A new feature here is the introduction of a Digital Display Bar Fascia, which can display panoramic or multi screen content.
Within the liquor area, World Duty Free Group has incorporated its specialist wine concept; Wine Collection – Rare & Vintage, to help drive sales across its impressive range of premium and rare wines . This is its third execution of this specialist feature, the other two being in LHR T5 and T3. Strong personalisations from brands such as Smirnoff, Absolut, Hennessey, Jura and American Whiskey create real focal points within the category.
Another key feature is that of the Tobacco Display Area (TDA). Developed in partnership with Japan Tobacco International, this is the largest TDA to date for the Group and includes feature areas for the various cigarette brands, as well as a cigar humidor and dedicated till point.
The showpiece of the store is the 1086m2 beauty hall, which delivers real depth of range, product choice and unique features. The main tri axis brands are sited on the perimeter of the store and have their own bespoke ‘bays’ or boutique areas. Here customers will find Chanel’s prestigious ‘Espace’ concept – the third one to be installed in a World Duty Free store. Dior has introduced a new look and feel for its retail area, as has Biotherm with a new look counter. Bare Minerals, a new brand for World Duty Free Group, has introduced its first ever personalisation in travel retail. Other new brands include Laura Mercier, Kiehls, OPI, Sisley, La Prarie, Jo Malone, Bobbi Brown, Crème de la Mer and Philosophy.
The store offers the perfect environment for World Duty Free Group’s ‘Contentainment’ concept and hosts digital entertainment technologies that surpass anything that has been installed to date.
A 24 screen LED Digital Feature Wall dominates the main Expo Space, where brand partners can work with World Duty Free Group to stage innovative and experiential digital marketing and promotional activity. Various interactive applications, such as digital points of sale help engage and inform customers in a very accessible and relevant way.
The luxury category boasts the largest sunglasses area in the Group’s stores worldwide. Developed in response to customer demand, it has already delivered a very strong performance. Over 1,900 facings showcase 44 brands, with the Rayban personalisation being the first of its kind in the UK. A unique new feature for this category is the inclusion of interactive iPad screens to help customers experiment with different sunglass styles on photographs taken of their own faces. These can also be shared with others via Facebook and Twitter.
Other ‘firsts’ in this area include the new Swatch furniture, which includes a unique ‘gravity feed’ system on the self-select unit. World Duty Free Group is the first travel retailer in the world to have this.
The customers’ journey through the store space concludes with an extensive Confectionery area incorporating the Group’s first personalisations for Chupa Chups and Jelly Belly. An extended M&M range is featured as part of a Tasting Event Column, where customers are able to ‘try before they buy’.
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About Gatwick Airport
Gatwick Airport is the UK’s second largest airport and the busiest single-runway airport in the world. It serves more than 180 destinations in 90 countries for around 34.2 million passengers a year on short- and long-haul point-to-point services. It is also a major economic driver for the South-East region, generating around 23,000 on-airport jobs and a further 13,000 jobs through related activities. The airport is 28 miles south of London with excellent public transport links, including the Gatwick Express. Gatwick Airport is owned by a group of international investment funds, of which Global Infrastructure Partners is the largest shareholder.
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