GERMANY. Lagardère Travel Retail has opened a second Relay Reinvention outlet at Frankfurt Airport.
The press and book concept has been adapted to meet modern needs, the retailer said. It opened on 17 March in Terminal 1.
“We have converted our largest shop (180sq m) in the public area of Frankfurt Airport to the new tailor-made Relay Reinvention concept and optimised it to the special requirements of our customers at this location,” explained Lagardère Travel Retail Germany, Austria and Slovenia Chief Operating Officer Travel Essentials Friederike Martens.
The new shop features digital consulting and service offerings, Lagardère said, as well as a customised “one-stop-shopping” offer.
“Travellers, guests and airport employees have one thing in common: they usually have only limited time,” said Martens. “This is the reason why they want to buy everything they need in one store – with Relay Reinvention, we serve this customer request.”
The Relay Reinvention outlets offers a range of press and books at its core, as well as a larger selection of snacks and beverages, gifts and souvenirs, and travel essentials such as adapters and headphones.
The store also features “digital product advisors” which can help customers make informed product choices, as well as large screens in the shop windows which highlight the store’s range. Instore screens with “thematically changing contents” also highlight the offer, while a ‘Kids Touch’ display lets children explore an entertainment and online game programme.
“As the specialists for travel retail concepts, we also see ourselves as a driving force behind this field,” said Lagardère Travel Retail Germany, Austria and Slovenia Chief Marketing Officer Oliver Hempel. “With our new Relay Reinvention we present a modern solution for a successful offer of press, books and travel essentials, perfectly fitted for this traffic location to meet changing customer needs.”
