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World Duty Free revamps Heathrow T5 store

Travel retailer World Duty Free Group (WDFG) has updated its flagship Heathrow Terminal 5 location with a focus on in-store technology and retail design.

(L-R) Eugenio Andrades, CEO of WDFG; Julian Diaz, chairman of WDF S.p.A.; Brian Woodhead, commercial director at Heathrow; Fred Creighton, chief operating officer WDFG UK & Northern Europe; and Steve Buckley, head of category at Heathrow officially open the store
(L-R) Eugenio Andrades, CEO of WDFG; Julian Diaz, chairman of WDF S.p.A.; Brian Woodhead, commercial director at Heathrow; Fred Creighton, chief operating officer WDFG UK & Northern Europe; and Steve Buckley, head of category at Heathrow officially open the store

The “transformation” was carried out to improve navigation and product range within the store. All future WDFG developments will now be modelled on the T5 retail space.

Spanning 2,850 sqm, the store typically handles more than 35,000 transactions per week. More than 15 million passengers pass through the terminal every year.

The 506.32 sqm liquor area features one of two “Contentainment” screens and “expo” spaces. T5’s Contentainment space comprises overlapping HD screens which are synchronised with an LED surround made from 200 high resolution LED tiles, floor and ceiling lighting, and audio. Using the technology, World Duty Free creates “immersive” experiences for passengers. Brands including Belvedere have already utilised the space for digital marketing and promotional activity.

Belvedere's Contentainment activity in WDFG T5
Belvedere’s Contentainment activity in WDFG T5

In-store retail technology continues with a tasting bar, located within the liquor section. Bartenders can now create “bar standard” cocktails served in real glassware for travellers to sample. The use of a digital fascia means branding can be updated quickly and frequently, enabling tailored messaging to different customer profiles throughout the day.

Heathrow's T5 tasting bar with Glenlivet branding, and wall bays behind
Heathrow’s T5 tasting bar with Glenlivet branding, and wall bays behind

Personalised feature walls line the section, with brands including Smirnoff, Baileys, Hendrick’s, Absolut, Finlandia, Cîroc and Rémy Martin all featured.

Just beyond the liquor section is the “World of Whiskies” concept store. Customers are offered complimentary tastings and specialist store staff are on hand to help consumers navigate between the range of whisk(e)y brands, including around 100 travel retail-exclusive bottlings.

WDFG World of Whiskies Heathrow
World of Whiskies at Heathrow T5

In addition to the liquor section, a Concierge service is available in-store to assist customers with their purchases.

Eugenio Andrades, CEO of WDFG says, “It was seven years ago that Heathrow Terminal 5 became operational, and WDFG’s store became a well-known benchmark across the industry.

“We have now focused on taking it to yet another level in terms of the world class airport shopping experience, the environment and the product range that we offer to our customers. This is a store that can justly own its flagship status.”

Brian Woodhead, Heathrow’s commercial director, added: “Heathrow is incredibly proud of Terminal 5 having been awarded ‘best airport terminal in the world’ four years in a row and we are delighted to have a World Duty Free store that matches Heathrow’s ambition for our customers.

“We are excited about customers visiting this store for the first time and hope that they will be as delighted with this new shopping experience as we are.”

Last week, World Duty Free Group opened a new store at Calais with a focus on bulk-buy customers.

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