UK. World Duty Free Group (WDFG) has reported a +7% increase in sales at its Manchester Airport Terminal 3 main store since opening the renovated outlet under the Biza Tax & Duty Free Store fascia on 11 August.
Speaking at the official opening on Wednesday 12 September, WDFG Chief Executive Officer José Maria Palencia said that average spend had increased by +10% since the renovation. That is despite the terminal losing most of its non-EU traffic in the recent airline reorganisation at Manchester.
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The Manchester T3 outlet is the last at the airport to receive the Biza treatment |
The store has been extended from 496sq m to 557sq m and completely reorganised into a “partial walk-through store” with a more open front, clearer sight lines and strong personalisation from key brands.
It is the last outlet at the airport to be converted to the Biza brand used by WDFG at Manchester, East Midlands and Newcastle airports.
Palencia said: “This is a new milestone in our cooperation with Manchester Airport Group. It is the last of the Alpha [Airports Group, later acquired by WDFG owner Autogrill] shops to be renovated, and the figures it is delivering are really incredible in the face of challenging traffic. We have delivered a great-looking environment to meet the customers’ needs and maximise their in-store experience.”
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The personalised beauty back wall shows strong support from key suppliers |
The Biza concept was first deployed in Manchester T1 in May 2008. It was subsequently extended to T2 in October 2009.
Among the new features in the T3 store is a strengthened liquor section with 25 new lines including Chase vodka, Chase gin and Bulldog gin. The new beauty area also offers highly-visible personalisation from seven anchor brands – Chanel, Dior, Clarins, Estée Lauder, Lancôme, Yves Saint Laurent and Clinique.
The company has also created clearer sightlines in the luxury area, and has reported a +66% increase in spend on sunglasses as a result of a much broader range, featuring new brands Guess, Prada Linea Rose, Sienna and Michael Kors.
The store also features strong personalisation from confectionery brands and an extended range of Manchester United and Manchester City football merchandise.
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The store features a Tobacco Display Area compliant with forthcoming display legislation |
SEIZING THE GREAT CHINESE OPPORTUNITY
The company is targeting Chinese passengers in the new store. Trading Manager T3 Angela Garratt said that Chinese passengers transferring through Europe make up 10% of the terminal’s intra-EU traffic, but account for a disproportionate amount of sales.
She said: “Average transaction value for Chinese passengers is around £90 (US$145), compared to the average of around £30 (US$48). We are emphasising key cigarette brands Chunghwa and State Express 555, and Estée Lauder features Mandarin on its personalised unit. We are also recruiting for two Chinese sales staff.”
Sales of tobacco and Cognac have increased dramatically since the company tailored its strategy to Chinese passengers, with Chunghwa outselling Marlboro in some months.
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25 new lines have been added to an extended and more prominent liquor area |
UNIQUE TO MANCHESTER
WDFG Chief Operating Officer Eugenio Andrades told The Moodie Report that the Biza brand represents a unique retail offer for Manchester, while taking advantage of WDFG’s experience in other airports.
He said: “Manchester Airport Group wanted their own fascia, and they have it in Biza. There are certain commonalities with other WDFG stores. For example in extending the sunglasses category we are following what we are doing across all our stores under agreements with our suppliers.
“But in other ways it is very specific to Manchester, and having specific airport offers is not something we are against. In fact, I am delighted in the way that many of the brands have responded to this brand specifically, with personalisation of a level that you would not often find at a smaller terminal in a regional airport.”
WDFG DEVELOPS ACROSS THE UK
The Manchester opening is just one of many key developments for WDFG in the UK recently. The company has also opened Thinking Edinburgh at Edinburgh Airport, a destination concept based on its popular brand Thinking Barcelona at Barcelona Airport.
Tomorrow WDFG will officially unveil its redeveloped offer at London Gatwick Airport South Terminal – The Moodie Report will be on hand to provide full multimedia reportage from the event.
