World Duty Free Group launches elegant store at Heathrow’s Queen’s Terminal

UK. An impressive addition to an impressive terminal. That’s the instant verdict on World Duty Free Group’s (WDFG) new tax and duty free store at London Heathrow’s new Terminal 2 (dubbed ‘The Queen’s Terminal’), which opened today (this is a preliminary story; we’ll bring you more detail and images soon, plus our review of the store in tomorrow’s edition of The Moodie e-Zine).

The main 2,092sq m World Duty Free store features, for the first time, a pioneering digital fascia. A 27sq m sweeping curved LED screen carries the new format of fascia branding – World Duty Free punctuated with the travel retailer’s familiar ‘butterfly’ logo.

WDFG said that the store fascia represents the first application of this technology in European travel retail. The retailer noted: “It opens a host of possibilities to WDFG, in terms of the content, formats and languages that can be displayed at different times through the day, at the very start of the customer journey into the store.”

The new-look store is notable for the ease of entry from multiple points of the concourse. Note the new digital fascia.

(Above and below) No, not a Tasting Bar but a Destination Bar, one where the offer and the signage can be changed in seven minutes to adapt to changing outbound flights and specific customer profiles

WDFG Director of Retail Operations UK Fred Creighton (also see Podcast below), said: “When passengers come to the UK’s largest airport they expect the tax and duty free area to deliver the highest standards in terms of customer service, modern facilities, contemporary retail brands and the latest product ranges.

London Heathrow Airport Commercial Director Brian Woodhead (above) and WDFG Retail Operations Director UK Fred Creighton (below) address guests just before the ribbon-cutting ceremony

“This impressive new World Duty Free store will provide our customers with a unique shopping experience and one that is enjoyable, inspirational and accessible. This is a very exciting development for our business and enables us to showcase some of the latest thinking and approaches in travel retail.”

A striking high-profile promotion at the front of the Beauty zone, featuring Burberry’s big fragrance launch My Burberry

WDFG said it is committed to offering its customers a standard of service, knowledge and expertise “that is second to none”. A dedicated World Duty Free ‘Concierge Desk’ is located within the store, operated by multi-lingual staff, all of whom have been given in-depth training and are empowered to make customer-led decisions.

(Above and below) Taken from the escalator riding into the store, this shot captures the excitement of today’s in-store performance by boy band Collabro, winner of ‘TV show ‘Britain’s got Talent’. Note the strategically placed Estée Lauder advertising.

World Duty Free Group Head of Global Experiential Marketing and Creative Solutions Sue Gosling introduces today’s surprise attraction, Collabro

At your service: A team of dedicated staff provide a well-educated, customer-centric Concierge service that not only advises on duty free products but also other aspects of the airport such as dining options and wayfinding

Farah Hassam and her fellow Concierges are on hand to offer customers any advice they need

Scenting success: Collectively, Heathrow Airport is the biggest door for fragrances in the UK, domestic or travel-related and that position is reflected in a strong offer here

The showpiece of the store is the 802sq m Beauty Hall which, WDFG said, “delivers depth of range, product choice and unique features, with over 15 customised beauty areas and a mix of 40 personalised fixtures and columns. Over 25 international brands are available, including classics such as Chanel, Dior, Lancôme and Estée Lauder, along with more niche brands such as Dr Sebagh, Kiehl’s, BeneFit and bareMinerals.”

The showpiece of the store is the 802sq m Beauty Hall, which offers over 15 customised beauty areas

(Left) An impressive beauty offer is anchored by big-name brands, such as YSL, on the back wall; (Right) Easy-to-use, fun digital technology creates a sense of engagement with the consumer

Clarins (above) and La Prairie (below) are among the many brands offering free customer services to drive engagement and sales

Another first for WDFG at the Queen’s Terminal is L’Oréal’s boom skin-cleansing product Clarisonic

Jo Malone has employed a freelance illustrator to personally adorn each gift box – presented to any customer who buys two items of a certain value

There are some newly introduced brands in the T2 store including Nars, Trussardi and Dsquared2. In keeping with the focus on customer experience and service, the beauty area offers a range of complimentary ‘express’ beauty treatments, including new make-up looks, skincare consultations, mini facials and massages. All are designed to be quick and informative, helping customers discover new products and techniques, whilst enjoying a relaxing, pre-flight treatment.

A well-ranged sunglasses selection includes a special focus on Asian fittings

World Duty Free Group’s acclaimed World of Whiskies concept forms a core element of an impressive premium spirits & wine offer

Luxury is showcased within a 154sq m retail area with over 1,300 sunglasses facings from 37 different brands. WDFG’s new display concept for sunglasses – sleek white fixtures with back-lit cells – is designed to showcase lenses to best effect.

The sunglasses zone also features the first Gucci personalisation in a World Duty Free store. Other strong personalisations include Ray-Ban and Oakley.

Shades of glory: The sign says it all – ‘Fabulous brands, fantastic prices’

The first Gucci eyewear personalisation in a World Duty Free store

Jewellery brands include Swarovski, Pandora, Buckley and Martin James. The Pandora personalisation incorporates a new ‘touch and feel’ unit which allows customers to create their own bracelets.

Swatch, Tissot, Seiko, Dreyfuss & Co and Gucci timepieces lead the watches collection

This is the first time this concept has been used outside of a ‘pop-up’ store environment. Swarovski has also been given a more ‘shop-in-shop’ feel with a new under-counter personalisation. 14 watch brands are offered in the T2 store, including several which are new to Heathrow – Vivienne Westwood, Marc Jacobs and Dreyfuss & Co.

The store features a strong focus on London and Britain

Confectionery features branded units for Chupa Chups & Mentos and a branded Jelly Belly unit. Destination targeting is a key feature in the store and with that concept in mind, trading launched with Cadburys on a central pillar, highlighting Sense of Place with a focus on ‘Britishness’. This has now been revised to feature Godiva, targeting Chinese passengers in the lead-up to Golden Week in October.

The category offers customers a wide spectrum of products, ranging from Fortnum & Mason biscuits, teas and chocolates, to entry level snack bags from brands such as Mars.

Familiar London imagery such as red post boxes and Chelsea football gear dot the destination merchandise area, which then transitions into the confectionery zone, which begins with popular national favourites

Alongside the store walkway, World Duty Free has incorporated its Glorious Britain souvenir concept. The 68sq m area features fixtures associated with London (such as red post boxes and black cab-themed gondolas and telephone box spinner units) anchored by a ‘Big Ben’ pillar.

Spirits & wine have a strong, often upscale presence. The nicely-named Destination Bar can be updated several times a day for sampling various brands targeted at specific customer groups using the terminal at a given time. A digital display fascia on the bar allows brands to feature impactful and engaging panoramic or multi-screen content.

(Above and below) The store offers an outstanding range of super-premium and ultra-premium wines and spirits

The Strathspey Reserve 21yo, selected from “a miniscule” batch of William Grant & Sons’ Rare Cask reserves for WDFG at Heathrow

Now that’s what you call a travel retail exclusive: Brora 40yo single malt from Diageo at £6,9995 a bottle. The Brora distillery was closed in 1983 but this beauty is the oldest and rarest Brora to date and the most expensive single malt whisky ever released by Diageo.

WDFG’s successful World of Whiskies concept is represented with a shop-in-shop format. The space takes its design cues from whisky barrels, with its wooden vaulted ceiling and is finished with natural materials such as stone flooring and wood fixtures.

WDFG has worked in close partnership with Diageo, to develop a premium liquor area called Connoisseur Collection. Created to help raise awareness of the store’s impressive range of premium and rare whiskies, Cognacs and wines, the space is designed to give an immersive experience, “allowing customers to explore and discover in an inspirational, yet accessible way”. This is the first execution of this specialist feature in the UK.

In addition, bespoke personalisations from brands such as Hendricks, Grey Goose, Johnnie Walker, Jack Daniels and Woodford Reserve, are intended to create focal points within the spirits category.

Another element located in this part of the store is the tobacco display area, which includes feature areas for a wide range of cigarette brands, as well as a cigar humidor and dedicated till point.

For now the tobacco zone enjoys good visibility to draw shoppers in. From next year UK legislatory changes will mean a more discreet approach is necessary.

MAJOR DIGITAL EMPHASIS

Digital entertainment technologies are pivotal to the store, “surpassing anything that has been installed to date”, said WDFG. The digital store fascia and flexible screen technology in World Duty Free, a first in a UK retail location, features a 52sq m high resolution 24-screen Digital Feature Wall, while a digital LED surround dominates the main Expo Space.

Brand partners can work with WDFG to stage experiential digital marketing and promotional activity within the store.

Throughout the shop, a number of distinct audio zones allow music and messages to be tailored to differing passenger demographics and nationalities at different times of the day. Innovative interactive applications, such as digital points of sale and information tools, are also designed to help engage and inform customers in a quick and very accessible way.

Explaining and sampling a Penfolds wine: Note the use of the classic Riedel glass. No plastic here.

A great example of cross-category marketing and merchanding, in this case with one of Heathrow’s food & beverage operators

White gloves for red wine: Fine wines sales advisor Donitas gestures towards some of the New and Old World wines available for tasting

Inside the outstanding Chanel shop-in-shop

(Above and below) WDFG Regional Manager UK Shaw Rodrigues displays one of the World of Whiskies tasting note sheets

A proud WDFG Heathrow Sales Manager Gemma Knight celebrates the opening with two of the sales advisors

WDFG staff capturing the Scottish (and still British) and English identities

[Look out for our view on the store in The Moodie Report e-Zine, out tomorrow]