MADE IN FRANCE


‘Made in France’ DNA strikes vital chord in race for differentiation


TRBusiness’ regional spotlight series returns in the December 2020 issue, with a focus on ‘Made in France’. Luke Barras-Hill explores how provenance, heritage and storytelling in travel retail is being used to satiate consumer demand.


T


he phrase ‘Made in France’ is multifaceted for Paris- based airport operator


Groupe ADP. “The ‘Made in France’ label is not


only a formidable commercial lever, it is also a deep-rooted approach at the heart of our strategy,” comments Aude Ferrand, Chief Retail Officer at Groupe ADP. “Our passengers love our local


products: cheese, foie gras and macaroons. This is why we promote local producers in our dedicated sales outlets.” As the operator of Paris-Orly,


Paris-Charles de Gaulle and Paris-Le Bourget, Groupe ADP deems France to be at the heart of luxury fashion and uses the ‘Made in France’ label to court travellers under the auspices of Paris Aéroport. “Our DNA carries within it what


attracts travellers from all over the world, so we must focus all our attention and efforts on their expectations,” explains Ferrand. Recently, the ‘Made in France’


theme has been brought to live at the new departure lounge at the new Hall L of Terminal 2E in Paris CDG. Open since late November, the area is underpinned by a strong Parisian


Paris' airports are positioned to provide 'the ultimate Parisian shopping & dining experience'.


design and offers passengers a space to work, socialise and rest. “In this first opus of Hall L, we


have invested in some specific areas to reinvent the experience and offer unique Parisian flavour,” describes Ferrand. “These oases punctuate the customer journey and transform the waiting time. For these projects, we got our inspiration from the world of hospitality in general: hotels, reception places, bars and restaurants. “Our idea was to offer the traveller,


who visits Paris, a memorable moment in the continuity of the experiences they had during their stay in the capital.”


Embodying a lifestyle Such memorable moments, says Groupe ADP, are conveyed through well thought-out ‘sense of place’ concepts. Last year, the airport opened Café Eiffel at T2E. Ferrand continues: “The time of traditional duty free is long gone; Paris Airports claims a positioning around the


DECEMBER 2020


ultimate Parisian shopping & dining experience, which is based on a French flavour and an ambition to be the only place in Paris with excellence on four drivers together: Interior design & space management, brand portfolio, quality of service and price positioning.” Travellers to Paris’ airports will


encounter the ‘BuY Paris Duty Free’ fascia operated by Société de Distribution Aéroportuaire (SDA), a joint venture between Paris Aéroports and Lagardère Travel Retail. Sandrine Mercier, Head of


“Our idea was to offer the traveller, who visits Paris, a memorable moment in the continuity of the experiences they had during their stay in the capital.”


Aude Ferrand, Chief Retail Officer, Groupe ADP


TRBUSINESS 41


Below left: Chabot Armagnac XO Superior.


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