World Duty Free Group (WDFG) officially launched its redesigned tax and duty free store in Manchester Airport’s Terminal Two today. At 1,787m2, the 100 per cent walk-through store incorporates plenty of newness and ‘firsts’ for the terminal. This new retail space has been designed to deliver a world class shopping experience to the 5,860,570 passengers that currently travel through the terminal each year.
“Today’s opening marks another step in our journey with Manchester Airport Group (M.A.G) to bring a compelling shopping experience to millions of passengers”, commented Eugenio Andrades, CEO of WDFG. “The strong focus on developing an offer specifically matched to the passenger profile is central to the close working relationship we have with M.A.G. and is executed with style here in Manchester’s Terminal Two.”
Ken O’Toole, Managing Director of Manchester Airport, said: “At Manchester Airport, The UK’s Global Gateway from the North, we pride ourselves on continually improving the experience for the 22.75m annual passengers that travel through our terminals. This new Biza store transforms the shopping experience and I’m sure it will prove hugely popular with passengers travelling from Terminal Two.”
Commenting on the store’s new offering, Fred Creighton, Chief Operating Officer- UK & Northern Europe for WDFG, said: “We’re delighted with what we’ve achieved in Manchester. By working closely with the airport and our brand partners we have used a trinity approach to develop a store that ranges some of the world’s most desired brands under one roof to delight even the most discerning customers.”
The customer journey into the Biza Tax & Duty Free store begins with its statement entrance. The fascia showcases a large ‘Biza’ logo; a World Duty Free Group brand which is completely unique to Manchester Airport. Once inside, customers discover the Destination Tasting bar at the front of the 212m2 liquor area. This new bar concept incorporates ‘high-spec’ digital screens that can display tailored brand content and messaging to different customer profiles at varying times throughout the day. Strong personalisations are featured from brands such as Absolut, Haig, Smirnoff, Baileys, Havana Club and Ciroc. Following the flow of the walkway leads passengers into the World of Whiskies ‘shop in shop’ which is an exciting new addition to the Terminal Two store.
It is within the beauty space that customers will notice the most change. WDFG has welcomed more than eight new brands to the store – each with their own striking personalisations – to meet the demand for the latest and most ‘on trend’ brands from Manchester’s many style conscious shoppers. NARS showcases only its third counter within the WDFG estate here in Terminal Two. Outside of Manchester Airport, the brand is only in travel retail in WDFG’s Heathrow Terminal 2 and Terminal 5 stores. Additional new beauty brands include Jo Malone London, Giorgio Armani, Bobbi Brown, bareMinerals, Elemis, Tom Ford, Michael Kors and the cult colour brand, Urban Decay.
Luxury occupies a 175m2 area which includes strong watch personalisations for the first time in Terminal Two. To satisfy customer demand, WDFG has introduced a larger selection of designer watch brands including Michael Kors, Coach and Tissot. The sunglasses area has been fitted with a new retro-illuminated store concept which has been designed to display 44 brands and more than 1600 styles at their best. Biza Tax & Duty Free now stocks a more extensive range of sunglasses offering fashion focused customers more choice on core brands such as Prada, Dior and Tom Ford, plus a selection of new brands including Celine, Jimmy Choo and Chloe. The area also features the largest Ray-Ban display across the WDFG estate.
The new, optimised location for confectionery and food will help to drive penetration into the category, whilst a variety of wall bays and floor fixtures provide greater visibility for the products themselves. A strong queue barrier display highlights a range of specific impulse and till lines and One Water- which uses 100% of its profits to fund sustainable development projects in the world’s harshest regions- is trading extremely well.
In keeping with the commitment to offer customers standards of service and expertise that are second to none, WDFG has incorporated several hand-held tills throughout the store. The introduction of this new technology in Terminal Two will allow customers to complete their transactions smoothly whilst remaining completely immersed in the environment of the brand they are purchasing from.