Today Duty Free: A New Era for Schiphol Airport Retail

Table of Contents

1. Key Highlights:
2. Introduction
3. The Vision Behind Today Duty Free
4. The Store Experience
5. The Strategic Shift in Airport Retail
6. The Human Element in Retail
7. The Future of Duty-Free Shopping
8. FAQ

Key Highlights:

• Amsterdam Airport Schiphol launches Today Duty Free in Lounge 1, marking a significant rebranding and transformation of its duty-free offerings.
• The 1,500 square meter store emphasizes a simplified price promise, enhanced customer experience, and sustainability.
• The collaboration between Schiphol Group and Lagardère Travel Retail aims to double the duty-free business within the next decade.

Introduction

The launch of Today Duty Free at Amsterdam Airport Schiphol not only signifies the opening of the airport’s largest duty-free store but also represents a pivotal shift in the way airports perceive and manage retail. Spearheaded by Chief Commercial Officer Arthur Reijnhart, the new store reflects a comprehensive strategy aimed at enhancing passenger experience and fostering a stronger emotional connection with travelers. With a focus on transparency, personalized service, and sustainability, the Today Duty Free concept is set to redefine the duty-free shopping experience in an airport environment increasingly characterized by competition and consumer demand for quality.

The Vision Behind Today Duty Free

Reijnhart’s vision goes beyond mere rebranding; it encapsulates a transformative approach to passenger retail. "Today is the day," he proclaimed, indicating a significant milestone not just for Schiphol, but for the entire travel retail sector. The collaboration with Lagardère Travel Retail has birthed a store that represents a fresh take on the traditional duty-free model, challenging the status quo by making customer experience the focal point.

Emphasizing Customer-Centricity

At the heart of the new concept lies a commitment to customer-centricity. The store architecture and layout have been meticulously designed to enhance the shopping journey. Unlike typical airport stores that often prioritize efficiency, Today Duty Free invites passengers to engage and explore. With a layout that encourages movement and discovery, shoppers can take their time, fostering a more enjoyable and less transactional shopping experience. This approach aligns with emerging trends where consumers seek meaningful interactions and personalized service in retail settings.

Commitment to Sustainability

As global consciousness shifts towards sustainability, Schiphol’s new retail venture incorporates these values into its core operations. The store aims to highlight local products and sustainable brands, ensuring that duty-free shopping contributes positively to both the environment and local economies. This initiative not only meets the growing consumer demand for ethical products but also positions Schiphol as a forward-thinking airport in the global market.

The Store Experience

Walking into Today Duty Free is designed to be an immersive experience. With its expansive 1,500 square meter space, the store showcases a plethora of high-quality brands across various categories, including perfumes, cosmetics, liquor, and confectionery. The emphasis on service is palpable; from skincare consultations to personalized beauty advice, the store aims to offer more than just products—it's about creating an experience that resonates with individual preferences.

A Focus on Quality and Brand Diversity

Reijnhart underscores that the store will house a diverse selection of premium brands, each selected to appeal to the discerning traveler. This focus on quality is complemented by an enhanced shopping environment that encourages exploration and interaction with products. By offering a well-rounded selection, Today Duty Free aims to cater to a wide range of customer needs, from luxury items to local specialties.

Immersive and Engaging Layout

The store's layout is intentionally crafted to promote exploration rather than a straight-line shopping experience. By meandering through the store, passengers can discover new products and brands that they might not have encountered otherwise. This design philosophy not only enhances the shopping experience but also aligns with the modern consumer's desire for engagement and connection during their travel journey.

The Strategic Shift in Airport Retail

Schiphol’s strategic pivot from a low-cost growth model to one focusing on quality and customer experience underscores the changing dynamics of airport retail. This transformation is essential as airports increasingly compete for passenger spending in a landscape where travelers have more choices than ever before.

Adapting to Consumer Expectations

As the retail environment evolves, so too do consumer expectations. Today's travelers are looking for experiences that reflect their values—quality service, transparency, and sustainability. The Today Duty Free concept aims to meet these expectations head-on by offering a streamlined pricing structure that provides clarity regardless of the traveler's destination. This simple pricing promise seeks to eliminate confusion and foster trust between the retailer and the consumer.

Aiming for Growth

With an ambitious goal of doubling the duty-free business over the next decade, the partnership between Schiphol and Lagardère Travel Retail is strategically positioned to capture and engage a broader customer base. Reijnhart highlights the importance of increasing foot traffic, attracting new customers, and boosting average spend per passenger. By focusing on these key growth levers, Today Duty Free aims to solidify its market position and become a leading player in the travel retail sector.

The Human Element in Retail

One of the most significant shifts in the retail experience at Today Duty Free is the emphasis on the human touch. Reijnhart believes that “experience is everything,” and this philosophy permeates the store’s operations. Personal service plays a crucial role in creating memorable interactions that can enhance customer loyalty.

Building Connections

The stores will not only offer products but also expertise and storytelling around brands. By providing in-depth consultations and personalized recommendations, staff members are empowered to create connections with travelers, making their shopping experience more meaningful. This human-centric approach aligns with the broader trend of prioritizing customer experience in retail environments.

Training and Development

To support this focus on personal service, staff training will be paramount. Employees will receive comprehensive training to ensure they can deliver on the promise of high-quality service, encompassing product knowledge, customer engagement techniques, and storytelling abilities. This training will enable staff to act as brand ambassadors who can enhance the overall shopping experience for travelers.

The Future of Duty-Free Shopping

As Today Duty Free opens its doors to travelers, it sets a precedent for what the future of duty-free shopping can look like. With a blend of innovation, customer-centricity, and sustainability, the store aims to redefine the airport retail landscape.

Embracing Technology

Technology will play a crucial role in enhancing the shopping experience at Today Duty Free. By integrating digital solutions such as mobile apps and self-checkout systems, the store aims to streamline the purchasing process while maintaining a personal touch. This blend of technology and human interaction will cater to the preferences of tech-savvy travelers who seek efficiency without sacrificing quality service.

Expanding the Concept

The success of Today Duty Free could pave the way for similar concepts in other airports around the world. As the travel retail market continues to evolve, airports that embrace innovative and customer-focused retail strategies will likely see increased passenger engagement and spending. The model established at Schiphol could serve as a blueprint for others aiming to elevate their duty-free offerings.

FAQ

What is Today Duty Free?
Today Duty Free is a newly launched duty-free retail concept at Amsterdam Airport Schiphol, representing a significant transformation in the airport's retail offerings.

How large is the Today Duty Free store?
The store spans 1,500 square meters, making it the largest duty-free shop at Schiphol Airport.

What are the key features of Today Duty Free?
The store emphasizes a simplified price promise, enhanced customer experience through personalized service, and a commitment to sustainability.

Who manages Today Duty Free?
The store is a joint venture between Schiphol Group and Lagardère Travel Retail, with a focus on elevating the duty-free shopping experience for travelers.

What are the future goals for Today Duty Free?
The aim is to double the duty-free business over the next decade by increasing footfall, attracting new customers, and enhancing average spend per passenger.