UK. World Duty Free Group (WDFG) officially launched its redesigned Biza Tax and Duty Free store at Manchester Airport Terminal 2 today. The new store is a full walk-through in 1,787sq m of space and has been designed, said the partners, to “deliver a world class shopping experience” to the 5.8 million passengers using T2 each year.
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Representatives from Manchester Airport Group and World Duty Free Group, including CEO Eugenio Andrades, attended the ribbon-cutting ceremony |
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Biza: A travel retail brand unique to Manchester Airport |
“Today’s opening marks another step in our journey with Manchester Airport Group (M.A.G) to bring a compelling shopping experience to millions of passengers”, said WDFG CEO Eugenio Andrades. “The strong focus on developing an offer specifically matched to the passenger profile is central to the close working relationship we have with M.A.G. and is executed with style here in Manchester’s Terminal 2.”
Ken O’Toole, Managing Director of Manchester Airport, said: “At Manchester Airport, the UK’s global gateway from the North, we pride ourselves on continually improving the experience for the 22.75 million annual passengers that travel through our terminals. This new Biza store transforms the shopping experience and I’m sure it will prove hugely popular with passengers.”
WDFG Chief Operating Officer UK & Northern Europe Fred Creighton said: “We’re delighted with what we’ve achieved in Manchester. By working closely with the airport and our brand partners we have used a Trinity approach to develop a store that ranges some of the world’s most desired brands under one roof to delight even the most discerning customers.”
Creighton also said the layout of the store was crucial, in offering a full walkthrough past all category areas, and would help inform the company’s future strategy. “Today’s opening is significant in that it is part of the ongoing partnership we have with the Manchester Airport Group,” he said. “We have been working together for quite a few years and as part of that relationship we have been working closely together in terms of driving customer experience. Today, Terminal 2 is the latest execution in how we have been driving that.
“This store is part of our growth plan – we are certainly looking to drive more walkthrough stores in UK airports, because in terms of customer experience and commercial return they are very effective.”
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In-store tastings and demonstrations form a big part of WDFG’s strategy for the store |
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New beauty brands in the mix include Jo Malone |
Martin Jones, Retail Director at MAG, said the store had been designed to meet modern passenger expectations. “Duty free is incredibly important to the business and more importantly for customers, and we are always looking for ways to improve the customer experience. That becomes harder and harder and expectations go up, so we have to make sure we are in line with what customers demand. That’s what this store represents – a step forward in ambition.” He added that the next step would be an increase in digital innovations, which are currently being worked on.
The Biza Tax & Duty Free store fascia showcases a large “˜Biza’ logo; a World Duty Free Group brand which is unique to Manchester Airport. Customers are then greeted with a Destination Tasting bar at the front of the 212sq m spirits & wines area. The new bar concept incorporates “˜high-spec’ digital screens that can display tailored brand content and messaging to different customer profiles at varying times throughout the day. Strong personalisations are featured from brands such as Absolut, Haig, Smirnoff, Baileys, Havana Club and Ciroc.
The flow of the walkway then leads passengers into the World of Whiskies shop-in-shop, a new addition to the offer here.
WDFG said that the beauty zone demonstrates the biggest change from the previous store. The retailer has added more than eight new brands to the store, each with their own personalisations. NARS showcases only its third counter within the WDFG estate in T2. Outside of Manchester Airport, the brand is only in travel retail in WDFG’s Heathrow Terminal 2 and Terminal 5 stores. Additional new beauty brands include Jo Malone London, Giorgio Armani, Bobbi Brown, bareMinerals, Elemis, Tom Ford, Michael Kors and the cult colour brand Urban Decay.
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Promotions play an integral part in attracting customers to enter the store and make a purchase |
Luxury occupies a 175sq m area which includes strong watch personalisations for the first time in T2. WDFG has introduced a larger selection of designer watch brands including Michael Kors, Coach and Tissot. The sunglasses area has been fitted with a new retro-illuminated store concept which has been designed to display 44 brands and more than 1,600 styles. Biza Tax & Duty Free now stocks a more extensive range of sunglasses with more choice on brands such as Prada, Dior and Tom Ford, plus a selection of new brands including Celine, Jimmy Choo and Chloe. The area also features the largest Ray-Ban display across the WDFG estate.
WDFG noted that the improved location for confectionery and food would help to drive penetration into the category, and a variety of wall bays and floor fixtures provide greater visibility for the products.
The queue barrier display highlights a range of specific impulse and till lines and One Water – which uses 100% of its profits to fund sustainable development projects in the world’s harshest regions – is said to be trading well.
WDFG has incorporated several hand-held tills throughout the store. “The introduction of this new technology will allow customers to complete their transactions smoothly while remaining completely immersed in the environment of the brand they are purchasing from,” said WDFG.
Also, to ensure that queuing time is minimal, the new store incorporates a queue-matic till system. In the same location, noted WDFG, wall graphics of iconic Manchester landmarks behind the pay points give the store a Sense of Place.
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How the new T2 store breaks down by category |
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The Urban Decay display was only unveiled yesterday (7 September) and has already generated much excitement, according to WDFG |
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The till area helps invoke a Sense of Place, with artwork of famous Manchester places featuring |
