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Paris Charles de Gaulle Terminal 2E will undergo a boutique boost to capture spend from tourists and locals alike |
FRANCE. Following news of a major duty free shop rebranding project from joint-venture group SDA (its partnership with retailer Aelia), Aéroports de Paris (ADP) has unveiled the huge scope of its full-scale retail overhaul for Paris’s two major airports to be completed over the next five years.
In a fascinating and far-reaching presentation of the project to leading suppliers in Paris last week, ADP revealed details of its revamp for its Orly and Charles de Gaulle airport spaces which will be completely reconfigured to include new features such as walkthrough stores and ultra-luxury boutiques, all with a Paris theme.
The initiatives will include more monobrand fashion boutiques, a new souvenir concept called Air de Paris, as well as a fresh arrivals store concept designed to showcase brands to the passengers and reminding them to shop on their way back home.
It’s a refashioning of major proportions as the refurbishment aims to inject a significant amount of French chic into the airport mix.
“Paris is the centre of design, and airports are now a showcase for top brands,” Aéroports de Paris Head of Marketing, Retail and Communications Pascal Bourgue told the 80-plus suppliers who had gathered in Paris on 6 October to hear the plans.
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The €2.3 billion redevelopment investment will encompass the two main Paris airports, in line with the company’s stated aim for retail to become a strategic asset. (ADP gave the same presentation to stock market analysts the previous day.)
Significantly, the retail areas will be reconfigured so that 100% of the passengers pass through the retail space. Walkthrough areas in Satellite 4 and 2A and 2C will be rolled out in 2012, ADP Retail Director Mathieu Daubert told the audience.
“We will ensure the best locations are accessible and brands will enjoy premium locations,” he enthused.
The retail space will be reorganised into five key retail zones: relaxation areas after check-in; walkthrough retail space; central shopping and dining area with seating; a luxury zone; and finally, last-minute retail areas next to the boarding gates. In line with the luxury ambience, quality lighting and materials will be used, and raised ceilings will be a key feature, continued Daubert.
Ambitions for the project are high as ADP declared its intention to catch up with award-winning London Heathrow in the airport shopping arena, and Dubai Duty Free in terms of marketing. Not only that, but with 2009 duty free spend on fashion (79%), watches (11%) and other goods (10%) running at €730 million in downtown Paris (source: Global Blue), the airport operator sees competing better with the capital’s department stores as a big opportunity.
Innovation and the three pillars
Fittingly for Paris as the “capital of design” and the worldwide capital of tourism, the airports will aim to showcase the French art de vivre around three pillars: beauty, fashion and gastronomy.
Innovation and exclusive brands not found in other airports will be key to the retail concept. Examples include fashion house Yves Saint Laurent and macaroon specialist Ladurée. In liquor and tobacco, ADP points to its Oenothèque wine and Champagne library and its cigar cellar carrying Cognac and French brandies.
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A destination merchandise concept called Air de Paris is also being developed in partnership with Relay, the French speciality news and gifts retailer owned by Lagardère Services. Eight dedicated souvenir points of sale will open over the next few years.
In food & beverage, ADP promises to “discover talent” and launch new concepts. Following some recent negative feedback from world-weary travellers, the airport company believes it still has “a lot of work to do” on its bar and restaurant offerings. To counter this, more competition will be introduced among the operators, and more choice will be available airside.
The five “emblematic brands” chosen for the fine food category will include top names from the famous Place de la Madeleine, known for its gourmet food stores: Ladurée, Maison du Chocolat, Mariage Frères, Fauchon and Caviar House & Prunier. The food & beverage offering will also include Illy, Brioche Dorée, Bert’s café, Starbucks and McDonald’s.
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Significantly, the airport operator is testing an arrivals store concept in the baggage area in Orly South, with the outlet set to open in December 2010. This will aim to showcase the shopping opportunities available to travellers on their way back home.
In addition to capturing vital foreign tourist spend, ADP is determined to generate additional sales from French passengers who are a “very important” passenger group, according to Daubert, as research had shown that some 22% of French passengers spend money at the airport. Increasing the number of French people who spend and the amount they buy is a critical mission for the airport operator.
Charles de Gaulle Satellite 4 project
The Charles de Gaulle Satellite 4 project is scheduled to open in the third quarter of 2012, and the facility will be able to handle 8 million passengers a year. After checking in at Terminal 2E, passengers will board a train to Satellite 4, which will serve the SkyTeam airline alliance and will only handle large jets such as the A380.
This large and airy satellite will boast 4,600sq m of boutique space by 2013, on an upscale Avenue Montaigne theme. Large picture windows will be a major feature.
A second project at Charles de Gaulle will encompass the 2A and 2C junction which will incorporate a single departing area featuring a large walkthrough duty free store, to be operated by SDA.
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Communicating the airport shopping offer
ADP is setting up a communications initiative to ensure that passengers know about the shopping opportunities before they get to the airport. Different visuals will be used depending on the passenger nationality: Russians will get a black visual, while the Japanese will see a pink and grey theme.
ADP has been in discussions with Russian and Japanese tour operators in a bid to communicate its airport shopping proposition to travellers before they arrive in Paris. Flyers will be included in the tourist kits for passengers, and videos featuring Paris will also be shown to passengers.
The baggage hall concept will be key in communicating the products available in the Departures stores. ADP is also partnering with taxi companies, hotels and buses to deliver the message.
ADP retail strategy 2011-2015: some facts and figures
– 10,000sq m of additional retail space, representing +35% growth over five years;
– Sales per passenger forecast to increase from €12.40 in 2009 to €17.40 in 2015;
– Retail investment of between €140 and €150 million over 2011-2015 (of which €80-€90 million will be allocated to major investment projects for Satellite 4, refurbishment of terminal 2B, reconfiguration of Orly West and the A/C junction. Some €60-€70 million will be dedicated to additional operations).
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The gourmet brands will include Ladurée, Maison du Chocolat, Mariage Frères, Fauchon and Caviar House & Prunier |
