Dufry-owned World Duty Free opened its new walk-through store at Gatwick Airport’s North Terminal. The store anchors an ongoing transformation of the terminal’s retail journey.

The near 2,000sq m store was designed to deliver a heightened core category experience and elevated brand offer and features extensive digital technology to deliver greater personalisation.

New to Gatwick is the Destination Tasting Bar, which features a digital display comprising of four 65-inch ultra-high-definition screens.

These enable content to be instantly tailored to passenger profile and time of day. Featured brands change constantly according to different flights/passenger profiles. For example, Beluga vodka, which is popular with customers travelling to Madrid and Germany, is displayed to coincide with morning flights to those destinations. This not only creates an impactful visit for the consumer but increases communication impact and drives sales.

A Content Entertainment (Contentainment/CTT) space follows the liquor section, creating a ‘stop-off point’ for customer engagement and highlighting new introductions. It delivers a strong visual impact using the latest technology, including the UK’s first curved LG OLED video wall comprising nine screens ‘floating’ in front of LED tiles (As seen above).

A ‘Magic Mirror’ boosts customer engagement – the digital screen allows customers to try on a variety of styles, compare images and share content on social media or via e-mail.