GUERNSEY. A new-look duty free store was opened at Guernsey Airport on 28 September – the culmination of a partnership between retailer Wine & Beer Importers (Guernsey) and Heinemann-Scorpio.
As reported, Gebr Heinemann was awarded a long-term exclusive supply agreement with the retailer earlier this year. Its subsidiary Scorpio handles the day-to-day management, merchandising and training.
Wine & Beer Importers (Guernsey), a subsidiary of RW Randall of Guernsey, is the sole retailer at Guernsey Airport. Besides its duty free operation – Guernsey, as part of the Channel Islands, enjoys full airport duty free retail status – the retailer has two “˜traveller’ shops landside and airside.
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The ribbon-cutting ceremony: (Left to right) Ian Rogers, RW Randall Managing Director; Thorston Repenning, Gebr Heinemann Sales Director Northern Europe & Military; Stuart McGuire, Scorpio Distributors Managing Director |
The duty free outlet has seen “a complete transformation”, Heinemann-Scorpio said, “turning what had been a rather old-fashioned looking shop, lacking in direction in terms of product selection and display, into a modern, bright, clean mini-department store that’s easy to navigate and shop”.
RW Randall Managing Director Ian Rogers commented: “We have been absolutely delighted with the commitment and passion with which Heinemann and Scorpio have approached this project from day one to completion.
“They have been brilliant to work with and it’s been a superb example of partnership in all respects. Our vision was to bring the shop into the present day, to improve the retail selection and to make the shop offer much more in keeping with the passenger profile – after all, Guernsey residents have one of the highest average disposable incomes per head in the world. Heinemann-Scorpio have met that requirement 100%.”
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The accessories range has been upgraded to focus on top international brand names |
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The store offers a strong value message as well as an enhanced core categories range | |
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The new-look store enjoys easy access from the public areas, encouraging passengers to shop in a relaxed manner |
To meet the expectations of Guernsey’s 900,000 passengers, more emphasis has been put on fragrances and beauty products with several brands introduced for the first time, including Clarins and Estée Lauder.
Shop Manager Mandy Hill said: “We’ve also significantly expanded the range of Clinique products offered and fragrances from Armani, Gucci and Jean Paul Gaultier. We introduced Gucci’s new line, Flora, and sold out in three days. Dior lines have also been expanded and are selling exceptionally well.”
The accessories offer has also been upgraded considerably, reducing the number of local souvenirs in favour of designer names such as Prada and Dolce & Gabbana. The range includes sunglasses, watches, ties, Swarovski jewellery, leathergoods and a dedicated Hugo Boss gondola.
With two front entrances from the airside lounge, the shop divides cleanly into two areas. Beauty products and accessories are to the left and liquor, tobacco and confectionery to the right. In between is a two-sided sales area which offers a range of impulse add-ons such as Guernsey fudge, toffee and gâche (a local fruit bread).
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(Left to right) Mandy Hill, Duty Free Shop Manager; Ian Rogers, RW Randall Managing Director; Guy Plummer, RW Randall Financial Director; Richard Sherrington, Wine & Beer Importers Company Accountant; Alan Edwards, Scorpio Distributors Group Business Development Director; Thorston Repenning, Gebr Heinemann Sales Director Northern Europe & Military; Stuart McGuire, Scorpio Distributors Group Managing Director; Patrick Le Tocq, RW Randall Retail Area Manager |
Liquor and tobacco remains a key category in the shop, offering competitive prices compared to the domestic market (Guernsey is a tax free but not duty free island), with an extended selection of wines and an improved premium brand offer. Confectionery has also been extended to include key brand selections, a wider choice and bigger pack sizes.
Scorpio Group Business Development Director Alan Edwards said: “Guernsey is unusual in that it remains with duty free status within Europe. It also has a very affluent business-leisure passenger mix – apart from one month this year, passenger traffic has not fallen despite the economic situation – and the previous shop simply wasn’t capitalising on this.
“We are thrilled to have been given this fantastic opportunity to work with Ian and his team at Randall and Wine & Beer Importers and are delighted with the result.
“It’s early days, of course, but sales figures within the first few days of opening the new outlets are very, very positive and we have had some great feedback from regular customers through the shop,” Edwards added.
MORE STORIES ON HEINEMANN-SCORPIO
Scorpio appoints Thomson Airways’ Ian Cowie – 14/09/09
Scorpio makes European travel retail appointment – 31/03/09
Heinemann-Scorpio lands exclusive duty free supply contract at Guernsey Airport – 13/02/09
