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DFS Group has arrived: Travellers at Auckland who used to walk between two similar Arrivals stores operated by The Nuance Group’s Regency Duty Free and DFS now pass through one single walkthrough DFS Group boutique |
NEW ZEALAND. Arriving at Auckland Airport is an altogether different experience since the opening of the international Arrivals area at midnight on 31 March.
Embellished with ceiling and wall designs redolent of Maori tukutuku panels, the new DFS Group Arrivals store embraces core destination imagery. The design harmonises with the theme of New Zealand nature and Maori imagery in the Arrivals corridor beforehand and in the immigration areas beyond.
Travellers who used to walk between two similar Arrivals stores, operated by The Nuance Group’s Regency Duty Free and DFS Group, now pass through one single, 100% walkthrough outlet.
Arriving at the store on a late-night flight from Sydney, your correspondent found fellow returnees a little unprepared for the transformation, yet seemingly positive about the change. With an increase of space to 1,600sq m, this largest of Arrivals stores currently open in the Asia Pacific region feels as if it would not be out of place in the Departures hall.
On entering the store, the sense of spaciousness predominates with ample floor space between the gondolas of fragrances to the right and liquor to the left of the main walkthrough. It is noticeable that consumers were entering the store, recognising the breadth of offer and the new store layout, and doubling back to get a second look.
Based on that observation, dwell time should increase for the Arrivals passengers, even those eager to pass through to baggage claim. The immigration processing area is visible beyond the checkout counters at the back of the shop, providing visual reassurance of what lies next, and a big improvement on the previous arrangement which necessitated a descent by escalators to passport control.
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Left: Beauty fills half of the store and is reminiscent of a Departures shop; Right: The confectionery area is extensive | |
In the liquor category there is an array of brands, leveraging New Zealand’s duty free allowance for three bottles of spirits and six bottles of wine. Personalised walls are in place for brands including Smirnoff, 42 Below, Jim Beam, Jack Daniel’s and Johnnie Walker, with promotions relayed on large interactive screens. Steinlager Pure beer is prominent.
Light-grained wooden fixtures create a sophisticated presentation for an extensive display of single malts, a wide selection of New Zealand wines, and a discreet alcove for cigarettes and cigars. Wine brands including Stoneleigh, Montana, Babich, Mission Estate, Matua Valley, Shingle Peak and Church Road have personalised shelf displays.
Beauty products fill the other half of the store through to the checkouts, with a depth of offer also more typical of Departures. Gondolas in the centre walkway display are dedicated to Chanel, Clinique, Dior, Elizabeth Arden, Estée Lauder, Guerlain, L’Occitane, L’Oréal and Shiseido.
An extensive confectionery area towards the back of the store is mirrored by the electronics, digital and photographic areas. Sony has a dedicated listening hangout where customers can rest on couches while checking out the brand’s new releases, and another zone for Sony Playstation.
The opening up of so much space has permitted extensive use of merchandising and promotions. On offer already are double Airpoint promotions, and a 10% discount on purchases of the maximum liquor allowance.
Passengers will need to get used to the change, as some arrivals were evidently unsure of how to proceed past the checkouts. But there were long queues at the checkouts, an encouraging sign (at least in terms of demand) for the ultimate conversion rate.
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Dwell time should increase for the Arrivals passengers, even those eager to pass through to baggage claim |
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