The Leading Airport Magazine

Global travel retailer World Duty Free Group (WDFG) made its entry into the German retail market last week with the official opening of its new Düsseldorf Duty Free stores. WDFG has worked in close partnership with Düsseldorf Airport to bring a new shopping experience to its passengers, by creating a unique shopping environment offering an outstanding retail mix and personalised customer experiences.

The new Düsseldorf Duty Free stores represent the first retail operation for WDFG in the German market. The global travel retailer worked in close partnership with Düsseldorf Airport to create a unique retail experience in four duty free shops and two concepts stores across more than 4,650sqm.

In 2012 WDFG secured the ten-year concession to operate six outlets – four duty free shops and two concept stores – across Düsseldorf Airport’s Terminals A, B and C. Covering more than 4,650sqm, WDFG’s stores offer a selection of national and regional specialties alongside many widely recognised international brands, and deliver different retail concepts based on the company’s in-depth knowledge of the German market – gained by its presence in Spanish tourist locations frequently visited by German travellers. The retailer also operates a Sunglass Hut and Staff Shop at the airport, in the 1,328sqm main Terminal C store where last week’s opening took place.

“It is so important that we grow closer to the customer,” Schnalke told Airport Business. “That is the main point I think all airports have to work on, because it’s crucial that we have a clear knowledge of what our customers’ demands in retail are. Together with World Duty Free Group we created a special offer for the guests to our airport – very much focused on their needs.”

During the welcome ceremony Thomas Schnalke, Düsseldorf Airport CEO, commended the efforts of airport and retailer in developing a unique and unforgettable airport shopping experience for the roughly 60,000 passengers that use the airport on a daily basis. “For us it is so important that we grow closer to the customer,” Schnalke explained to Airport Business. “That is the main point I think all airports have to work on, because it’s crucial that we have a clear knowledge of what our customers’ demands in retail are. Together with World Duty Free Group we created a special offer for the guests to our airport – very much focused on their needs.”

World Duty Free Group Chairman Rafael Arias Salgado; Düsseldorf City Economic & Tourism Committee Chair Monika Lehmhaus; World Duty Free Group Germany leader Bettina Kühnrich; Thomas Schnalke, CEO, Düsseldorf Airport; and Eugenio Andrades, CEO, World Duty Free Group, at Düsseldorf Duty Free’s opening in the 1,328sqm main Terminal C store.

WDFG has created The Taste of Germany within its stores – a specialised area where travellers can find a wide range of traditional, authentic and premium German products and souvenirs, ranging from well-known Riesling wines to an extensive range of sausages and cheeses, as well as recognised brands such as local Killepitsch herbal liqueur, Jägermeister spirit and Niederegger marzipan.

“In WDFG, we have found a strong partner in the travel retail sector, with the expertise that helps bring a new impetus to our airport stores. Their skill and ability to tailor the retail offer allows us to adjust the range of products on offer, including regional specialties from the Düsseldorf area,” Schnalke explained. “The exclusive shopping environment of the stores and the selection of products are very welcome among our passengers. We are delighted to be the first German airport where WDFG, as one of the largest airport retailers, is operating.”

WDFG has created The Taste of Germany within its stores – a specialised area where travellers can find a range of traditional, authentic and premium German products and souvenirs, including Killepitsch regional liqueur, which has proved very popular with passengers.

“We have sold around 30,000l of Killepitsch – our regional liquor, which before we did not sell,” he continued. “World Duty Free Group showed us how important it was to offer this to our passengers, and that’s a great example of the successful collaboration between retailer and airport I think.”

“We are very proud to operate here in the capital of one of the regions which drives Europe,” added Rafael Arias Salgado, Chairman of World Duty Free Group. “Today, we want to highlight a very important aspect of our modern economy – and one on which we are proud to stand shoulder to shoulder with Düsseldorf Airport – innovation. Innovation is a constant mantra at WDFG and we are constantly analysing our own commercial practices and those at the forefront of retailing across the globe, in order to deliver an exciting instore experience and exceptional service to our customers. And there is no doubt that our Düsseldorf Duty Free stores are a great example of this.”

WDFG’s airport stores are equipped latest technology, including the travel retailer’s own ‘Contentainment’ concept which combines innovative, experiential in store events with digital marketing content to engage customer interest, and deliver an exciting and ever-changing in store experience.

The different stores are strongly personalised by recognised brands, while in Terminal C, customers can find a vintage tobacco lounge, which creates a warm and familiar atmosphere using unique materials and furniture.

Beauty is the most important retail category at Düsseldorf Airport, and its renewed retail offer includes an emphasised focus on the sector, with new brands and personalised presentations. Travellers will find an up-to-date and contemporary range of brands with a wider product selection across fragrance, skincare and cosmetics. Free beauty consultations are offered in all stores.

In the Liquor category WDFG has designed special ‘Tasting Bars’ within its store, where travellers can taste promoted products.

Passengers can also find ‘stand alone’ concept stores such as the new Hugo Boss store in Terminal A, which targets both casual and business travellers.