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UK. Alpha Group today formally opened its new Biza Tax & Duty Free store at Manchester Airport Terminal 1.
The 2,635sq m store represents a radical and often bold overhaul of the main travel retail offer at the terminal, which is currently undergoing a major modernisation.
The Moodie Report was on hand this morning to tour the walkthrough store in the company of senior Alpha executives, including Alpha Retail UK Managing Director Reg Curtis.
He told The Moodie Report: “We set out to be brave, bold and different.” The shop reflects that philosophy. It is unusual in many respects, the retailer and its designers having worked with complex, awkward airport architecture to create a vibrant and sometimes edgy shopping environment.
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Biza’s brave, bold and different approach at Manchester |
Its entrance is dominated by a giant Biza monochromatic logo – out goes the trademark Alpha pink, in comes black and white – while the immediate entry zone of the store is notable for a dramatic Champagne display (currently featuring Veuve Clicquot) with cascades of hand-blown glass bubbles hanging from the ceiling.
Travellers are encouraged to explore a series of ‘lifestyle zones’ and product hubs. These include Uthtopia, which targets the younger female consumer with a number of ‘on trend’ fashion and beauty lines, most of them new to travel retail.
Adorn me focuses on female shoppers seeking handbags and accessories; while All About Me groups cult and alternative beauty products, cosmeceuticals and spa lines. New arrivals here include This Works, Smiley (an anti-depressant perfume – perfect for these troubled times) and Tri-Aktiline.
Urban Male offers a range of grooming products, leathergoods and gifts for the male traveller, while the Candy Garden confectionery zone is notable for its giant, clear, acrylic pods packed with retro-style ‘pick and mix’ sweets. The store closes with the nicely named Final Call, a collection of some of the most popular items, particularly fragrances and liquor.
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Biza is a total walkthrough store guaranteeing maximum footfall – then it’s up to the retailer’s skills |
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(Top) T shirt table in Uthopia – an offer targeted at the younger female consumer; (Below left) A customer shops inside ‘Candy Garden’, a mix of traditional confectionery favourites and some innovative touches such as a retro ‘pick and mix’; (Right) A Biza gift bag adds an elegant touch to the shopper’s self-purchase or gift | |
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Funky handbag brands adorn the store’s most colourful wall in the Uthtopia section, led by Red or Dead (left) |
Curtis said: “The Biza concept has been specifically designed to provide the customer with a fresh, vibrant and stylish experience but at the same time it also expresses Alpha’s commitment to constantly delivering great value too.
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(Top left) One of the first sights to greet the passenger as they enter the walkthrough store is the Champagne Hub, which features hand-blown glass ‘bubbles’ hanging from the ceiling; (Top right) The bamboo furnishing helps add a suitably soft and relaxed feel to the ‘All About Me’ well-being-focused area of Lifestyle Zone; (Below) Handbags presented innovatively in the ‘Adorn Me’ section of Lifestyle Zone |
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A nice image of the ‘All About Me’ area, which neatly captures the soft, soothing ambience |
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Beauty is a key area, led by favourites such as Estée Lauder and debutants like La Prairie | |
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Staff interact with passengers during the walkthrough process to drive penetration |
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BeneFit, a burgeoning brand in travel retail, makes its Manchester Airport debut with Biza |
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(Left) Eyewear is openly and, importantly, accessibly displayed; (RIght) Laid-back funky fashion in Uthtopia | |
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Premium spirits, nicely displayed by Johnnie Walker, Chivas Regal and Glenfiddich |
“The unique lifestyle zones featured in the Manchester store are designed to drive footfall and conversion. These zones – combined with the broader product offer and variety of brands that are completely new to the airport setting – create an exceptional retail experience for the customer.”
Biza has also been rolled out at Newcastle International and East Midlands airports. The brand identity, architecture, interior design and point of sale/ticketing were created by leading design agency HMKM.
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After entering the walkthrough, passengers swing into the liquor & tobacco area – note the height of the ceilings |
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A high-quality wine offer ensures differentiation from the High Street; (Right) Another view of the Champagne Hub | |
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Biza does everything to make the shopping experience at Manchester Airport easy. Note the well-promoted ‘Fly Home Happy – Collect on Return’ service and the flight boards positioned behind the cash points |
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