UK/EUROPE. This Summer sees the introduction of DFDS’s new ferry Côte d’Opale to its fleet, and with it the biggest shopping experience yet on a cross-Channel ferry. The Moodie Davitt Report’s Senior Business Editor Mark Lane discusses the eye-catching new retail space and the return of duty free to UK-EU routes with DFDS On Board Commercial Director Steve Newbery.
DFDS’s new Côted’Opale ship will have the largest duty free retail space on the Channel at 1,100sq m, bringing the most comprehensive shopping experience ever seen on a cross-Channel ferry.
The ship, which will operate on the Dover to Calais route from this summer, replacing Calais Seaways, will also house three restaurants.
Côte d’Opale will take advantage of the Brexit return of duty free and will complement DFDS’s two new duty free shops on shore, at Calais (as reported) and Dunkirk.
DFDS On Board Commercial Director Steve Newbery says: “Our planning for the new ship has been heavily influenced by the return of duty free and we’ve been able to design a brand new cross-Channel shopping experience that has not been seen before and is much more rounded.
“Rather than only offering the traditional beers, wines and spirits of the old days of duty free, we believe the modern traveller expects more and wants to make savings on as many products as possible.
“With so much more space available to us thanks to the duty free shop sitting at the heart of the new ship, we can now provide separate, dedicated spaces for each product category and offer much more choice, with a wider selection of products.”
Newbery explains that the onshore stores will allow passengers to buy in bulk and load up their cars and then select smaller, specialist items onboard.
There has been no duty free shopping between the UK and EU countries for more than 20 years and there have been many changes in the retail experience since then, something that is clearly reflected on the Côte d’Opale.
“The arrival of Côte d’Opale gives us the chance to innovate and offer a completely new type of shopping experience onboard,” says Newbery. “The shop itself has digital elements including nine 50-inch screens creating a video wall at the shop entrance, where brands can showcase their products to passengers onboard. We understand the changing face of retail on land and sea, and the impact of the digital experience. This has shaped our plans for excellence in the duty free shopping experience onboard.
“We will look after the type of shopper who likes to pre-order their products, collect them, and then relax on the journey, as well as the type of shopper who enjoys browsing and looking for a bargain.”
“The new retail concept on board the Côte d’Opale gives us a chance to transform the travelling public’s understanding of duty free, moving on from the old days of the ‘booze cruise’ and providing a modern, attractive and fun experience that will be insight-driven to continually give passengers exactly what they want” – DFDS On Board Commercial Director Steve Newbery
The DFDS digital shop provides a virtual ‘shop window’ so that passengers can browse before they travel. There will also be more demonstrations and tastings in the duty free shop for those seeking ideas for products to buy onboard. Meanwhile, the aforementioned new DFDS duty free shops in Calais and Dunkirk means the company can offer passengers a click-and-collect service – now one of the dominant retail trends following its growth in popularity during the pandemic.
The extra space on the Côte d’Opale will allow DFDS to have a large spirits area in the duty free shop onboard, something it has been unable to offer on its other cross-Channel ferries.
“We’ll be using this space to showcase some of the biggest alcohol brands in the world, with luxury items like whiskies from the distilleries and Cognacs, so that people consider trading up from their usually supermarket-bought tipple,’’ says Newbery. “The huge savings will mean you can buy a premium drinks brand for the price of a standard supermarket brand in the UK.”
A large atrium with a skylight will be the centrepiece of the retail experience onboard. There will be separate ‘wings’ for each product category in an open plan concept including perfume & cosmetics, wine & spirits and technology.
DFDS will also send regular newsletters to passengers to inform them about specialities and offers.
Newbery adds: “Perfume was already our biggest category before duty free came back at the start of this year, but spirits, wines, beers, and new categories like electronics will now feature heavily in our range of duty free products. We can offer significant savings of up to -50% compared to high street prices, which are benchmarked against online retailers like Amazon too, for some categories.
“We’re offering a minimum of -20% off perfume, cosmetics and electronics for purchases up to the new allowances permitted, which are four times higher than in 2020. Each member of the group or family that is travelling has their own personal allowance, you can bring home up to £390 worth of perfumes, gifts or electronics, for example.
“In the new world of duty free, it’s about brands like Sony, Radley London and RayBan. We’ll offer good savings on these products to encourage people to buy and we’ll regularly adapt to what passengers want.”
DFDS will also be partnering with fellow Danish brand Lego to provide a new product range, with an exclusive -20% to -25% saving available onboard.
Newbery says: “The new retail concept on board the Côte d’Opale gives us a chance to transform the travelling public’s understanding of duty free, moving on from the old days of the ‘booze cruise’ and providing a modern, attractive and fun experience that will be insight-driven to continually give passengers exactly what they want.
“This is a new era for duty free shopping, by widening our ranges, creating greater brand partnerships and introducing new categories, we have planned for it and are at the forefront of changing retail at sea.”
The F&B offering on Côte d’Opale will be more familiar to DFDS regulars. The Lighthouse Café will offer hot drinks, cakes and sandwiches and the 7 Seas self-service restaurant will serve up British favourites such as fish and chips alongside traditional French dishes.
The Premium Lounge will be an area that passengers can book (from £12 per person) for a quiet area with sea views and complimentary drinks and snacks on offer throughout the voyage. Cote d’Opale will also, for the first time, provide Premium Lounge guests with a private outside deck area.
For all of 2021 DFDS is offering a meal and one drink for passengers included in their ticket price.
Freight drivers will continue to have a dedicated area onboard with a relaxation lounge, the Road Kings restaurant and access to shower facilities.
The Côte d’Opale has half the number of engines as Calais Seaways with improvements in fuel consumption and carbon dioxide emissions. Her active stabilisation should also help offer a smooth crossing.
“I’m excited about the impact it will make on our customers,” says Newbery. “With additional freight capacity, spacious interior restaurants, new duty free shop and relaxation areas, it will be a fantastic ship for both our freight and leisure customers.”
Read more about the Côte d’Opale and Steve Newbery’s views on the return of duty free to cross-Channel routes from this review of his recent presentation and Q&A session at the Nordic Travel Retail Seminar here.
