CZECH REPUBLIC. Lagardère Travel Retail has revealed more details of the major revamp it is preparing for 24 business units covering 4,372sq m at Václav Havel Airport Prague.
This follow yesterday’s announcement by the airport’s operator, Letiště Praha, that Lagardère Travel Retail, the incumbent duty free retailer, had won a wider tender for 10 years at the Czech Republic’s busiest airport, ahead of competition from Dufry and Gebr Heinemann.
After the new contract begins in January 2020, Lagardère Travel Retail will start renovations lasting several months, with partial openings expected by the end of March. All 24 units will be fully operational by June 2020.
The store designs will make clear references to the history, architecture and art of Prague and the Czech Republic, with Sense of Place also featuring across the product assortment. As reported, of the nearly 800 brands available, 140 will be completely new and over 80 will be local – 32 of which will appear at the airport for the first time.
“Moving from good to great”
With the different assortments and brands, Lagardère Travel Retail has set ambitious goals, not just targeting the nationality of passengers but also specificities such as age, income, needs, and travel and shopping habits. Using this new focus, Lagardère Travel Retail believes it will be “moving from good to great”.
Lagardère Travel Retail Czech Republic CEO, Richard Procházka commented: “We will deliver a completely revamped shopping experience with new retail technologies and a continuous renewal of our offer to showcase the best of Prague and the Czech Republic alongside the trendiest brands and travel retail exclusives.”
On that aim of continuous renewal, he added: “Our unique ‘glocal’ organisation – with experienced and empowered local teams supported by the expertise of the group – will enable us to do just that.”
Among the novelties is the creation of a Czech ‘white label’ range of local products to appeal to a new audience. The retailer will also provide specially-trained staff with broad language skills with a special emphasis on Asian languages.
Omnichannel and airport-specific loyalty programme
The main retail concept is Aelia Duty Free but it has been adapted to the specifics of each terminal and location – hence Aelia Duty Free, Aelia Duty Free Beauty, and Aelia Duty Free Smart Traveler. Throughout the customer journey, and across all categories, the retailer will introduce immersive experiences, as well as what it calls “vibrant and interactive areas to engage with all type of passengers across all categories – fine food, souvenirs, beers, fragrances, skincare and make-up, confectionery, toys”.
A fully rejuvenated omnichannel retail strategy is also planned. It will offer a next-generation digital marketplace; click-and-collect service; frictionless payment solutions; plus an airport-specific loyalty programme in partnership with the airlines.
