At Paris' Charles de Gaulle Airport, a BuY Paris Duty Free concept shop has been unveiled as a next-gen "phygital" space to support shoppers looking to make a purchase on their travels.
The 'New Age BuY Paris Duty Free' shop ultimately aims to offer "a smooth, simplified and multi-experience journey" by supporting shoppers based on three primary pillars: expertise, entertainment and service. The concept boasts an in-store barber, makeup stations and large-scale digital screens that emphasize visibility. Some of the brands that will be part of the experience include ones like Atelier Cologne, Margiela, Dyptique, L’Oréal, Vichy and others across the haircare, makeup and perfume categories.
The shop designed by Lagardère Travel Retail is supported by a digital platform by JCDecaux Airport Paris. As JCDecaux CEO Jean-Charles Decaux says: "With La Place Digitale, JCDecaux Airport Paris is delivering on its mission: making Paris Aéroport one of the most digital and successful airports in the world."
What's Driving This Trend
- Phygital Retail Experience
- Opportunity to integrate digital platforms with in-store experiences to enhance the customer journey.
- Multi-brand Collaboration
- Potential for multiple brands to collaborate and create a unique shopping experience in phygital spaces.
- Enhanced Visibility Through Digital Signage
- Disruptive innovation opportunity in using large-scale digital screens to engage and captivate customers.
Who This Affects Most
- Airport Retail
- Innovative concepts like phygital beauty shops can revolutionize the airport retail industry.
- Cosmetics and Beauty
- The integration of digital platforms in beauty shops has the potential to disrupt the cosmetics and beauty industry.
- Digital Advertising
- Digital platforms and digital signage in phygital retail spaces present disruptive opportunities in the digital advertising industry.
