Dufry unveils “best-in-class” walk-through duty free store at Toulouse-Blagnac Airport

FRANCE. Dufry has inaugurated a renovated 1,700sq m walk-through duty free store, representing “the best practices in travel retail”, at Toulouse-Blagnac International Airport (ATB).

The store, which opened on Friday (6 April), represents Dufry’s commitment to being best in class in travel retail, Dufry CEO Southern Europe & Africa Pedro Castro told The Moodie Davitt Report.

“With our Toulouse store we have conveyed a strong Sense of Place by incorporating local and traditional elements, whilst also delivering a modern and engaging store space. The result is simply fantastic,” he said.

Sense of Place is highlighted in the ‘Terre d’Occitanie’ space featuring local delicacies

Dufry, the incumbent at the Occitanie region airport in Southern France, was awarded a new five-year contract in September 2017 following a call for expressions of interest through The Moodie Davitt Report.

The concession covers 1,800sq m over a new walk-through duty free space and a last-minute duty free shop (120sq m). Dufry previously operated six stores across 818sq m.

The travel retailer pledged a “coherent, integrated and world-class experience” in its bid to retain the contract. The stores are part of a wider commercial revamp catering to growing international passenger numbers. Route expansion at the airport, specifically to China and other Asian destinations, is seeing passenger profiles evolve at the airport.

“The renovation is integrated across the whole airport, commercial offer and passenger flow,” said Castro.

“The airport went through a very deep process of thinking, advising and designing when planning the changes for the airport. We were the incumbent during the tender process that followed and understood and embraced ATB’s thinking from the very beginning and were consequently able to win the tender.”

“[This is] a true example of a real and constructive partnership in practice, not theory, between ATB and Dufry in Toulouse, France and globally.” – Pedro Castro

“A coherent shop for all customers”

As the retailer previously stated, the commercial offer has been tailored to the Toulouse airport traveller, covering diverse customer profiles such as business and frequent travellers, low-cost travellers, and families and children.

Gotta catch ’em all: Pedro Castro says it is always a challenge to cater to all passenger profiles, but Dufry has found a way in Toulouse

“There is always a challenge in an airport commercial offer to satisfy all the different passenger profiles. The ambition of any duty free shop is to try to be a ‘catch-all shopping place’, but sometimes to offer everything to everybody can make you look inconsistent and not attractive, or at the very least confusing.

“ATB has a very good customer base with a lot of business travellers, but at the same time it is a very appealing tourist destination and on top of that Asian route expansion is on the way.

The detailed insights that Dufry was able to share with the airport, along with the use of digital media to communicate and the showcasing of local products – including renowned local foods – helped deliver a “coherent shop for all customers”, said Castro. The only Airbus corner in travel retail is incorporated into the store design, a nod to the aircraft manufacturer’s Toulouse base.

Terre d’Occitanie

The customer experience at Toulouse Airport is based on “unrivalled customer service”, by offering both Sense of Place with a “seamless transition from the city of Toulouse to the airport” and a wide assortment of well-known international brands, Dufry said.

As part of Dufry’s digital strategy and to enhance the store dynamic, technology developed for an easier and more enjoyable customer experience is being integrated throughout the store. This will include new screen equipment and a ‘Contentainment’ area.

The walk-though store offers a wide assortment of local products across categories, including regional fragrance and cosmetics brands and local wines exclusive to Dufry. The ‘Terre d’Occitanie’ space celebrates local delicacies, including foie gras, cheese and confectionery.

The beauty space features over 150 global brands with an additional focus on new names.

The international liquor section, housed in a dynamic space with a tasting bar, will be brought to life with events and exclusive offers. The store includes a Cava corner, where travellers can find exclusive tobacco brands and competitive prices.

The walk-through store also features speciality fashion-concept corners: ‘Time Box’, with a selection of watches and jewellery, and ‘Suncatcher’, dedicated to sunglasses.

Dufry has addressed the airport’s strong family profile with a Kid’s Zone dedicated to children’s toy brands and confectionery. This is based on a similar concept that has proven popular in other stores.

Constructive partnership

Commenting on the partnership with Toulouse-Blagnac Airport, Castro added: “To work with such enthusiastic people like ATB is easy. They are demanding, but at the same time completely open-minded.

“The whole ATB team has been involved in the project, not only of course handling their areas of responsibility, but truly wanting to get the best possible outcome for this project.

“Led by excellent professionals and individuals such as [ATB Executive Board Chairman] Jean Michel Vernhes, [ATB Non-Aeronautical Revenue Development Director] Bruno Balerdi and [ATB Head of Marketing, Retail and Advertising] Karine Ducros, I have to say that my team and myself have enjoyed this project and are very proud of the result.

“[We] look forward to seeing the store perform and deliver over the coming year. [This is] a true example of a real and constructive partnership in practice, not theory, between ATB and Dufry in Toulouse, France and globally.”

Terminal transformation

The duty free store and a new security checkpoint in Hall D are the first part of Toulouse-Blagnac Airport’s flagship transformation project.

With all security checks now taking place in a single location, all passengers will have access to the walk-through store, whether their flight is domestic, European (Schengen Area, VAT charged on product prices) or international (outside Schengen Area, no VAT).

New passenger flow through security and into the walk-through duty free store

The airport hailed the Dufry brand as a “benchmark in the airport world” and the store as a prelude to the upmarket services that will be offered to passengers at the end of the year.

“This first stage in the journey to boarding is illustrative of the full experience we intend to offer our passengers at the end of the year: a single route for all, with a more pleasant feel and with many services along the way,” explained Toulouse-Blagnac Airport Chairman of the Board Jean-Michel Vernhes.

“We have an ever-growing international clientele, who want their time at the airport to be useful and enjoyable. To meet this demand, in 2018 we will be offering a far superior level of services than before.

“However, this is going to take a little time, so we hope that our passengers will be patient and understanding about any inconvenience caused over the coming months. This is due to the scale of the task we have undertaken, to offer them an infrastructure that meets their expectations.”

The airport has named several brands and retailers to operate across its 5,000sq m of revamped commercial space in 2018. In addition to Dufry, the airport company has granted concessions to Areas (Elior Group), Lagardère Travel Retail and standalone boutiques to Rituals, Tous and Victoria’s Secret.

The airport will expand its offering in departures across Hall C and Hall D to 17 shops (ten currently) and 15 eateries (eight new openings this year).

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