In December 2015, Disneyland® Paris opened its first off-site store in Terminal 2A at Roissy Charles de Gaulle airport. An initiative carried out in cooperation with Paris Aéroport, which both enhances the company’s product offer and improves the visibility of our brand to significant tourist traffic numbers – and potential visitors. We wanted to find out more about this store, which has been designed as an extension to the experience and magic of the Disney Parks, by meeting Florence Roussel, Merchandising Director for Disneyland Paris.
Visitors cannot miss it. A Castle, more than 5 metres high, sits imposingly at the entrance to the Disneyland Paris store, which offers an assortment of various products aimed mainly at what an airport’s clientele would expect (Luggage, Bistro and Paris ranges) as well as Disney’s major successes (Snow Queen range, Princesses, Star Wars, cuddly toys, etc.) and seasonal products associated with current cinema releases or the Parks. The project was brought to a successful conclusion by Florence Roussel and her Product Integration teams.
How did the idea for this project to create a store at Roissy Charles de Gaulle come about?
FR: We were contacted directly by the ADP Group, as part of its strategy for repositioning and upscaling their stores at Roissy Charles de Gaulle. They wanted to offer their passengers a legitimate range of products related to tourism and leisure, firmly focussed on Paris, that were very well-known and conveyed a quality brand image. Disneyland Paris met all this criteria and offered the advantage of being “exclusive” because until now we did not have any stores outside our parks.
For Disneyland Paris, to which strategy does this project respond?
FR: We obviously have a communications strategy on the quality of our products along with the immersive, to-be-lived experience of our stores. Opening a store in a quality travel retail environment, which represents a “last opportunity to buy” for passengers, is part of this approach. In the USA, Disney already has these types of stores in airports close to the Parks, so it was logical to be able to offer the same service to European travellers. This new store is one of the facets of the “desirability” strategy of our product offering, that we also express through co-branding operations (an alliance of two brands for a single product), or the recent launch of our Disneyland Paris Collection brand.
What teams were involved in this project?
FR: Numerous multidisciplinary teams worked on this project, because a project like this needs the involvement of a large number of skills to manage it properly within the timescale and given the complexity of the specifications of each stakeholder.
For example, the Product and Visual Merchandise teams worked upstream on the design of the store, as well as the product offering. This store is like no other because is not themed around any particular Disneyland or Park. We have deliberately used the visuals of our Paris range to reinforce the Parisian aspect and to differentiate ourselves from a Disney Store, for example. This differentiation is underlined by the huge sculpture of Sleeping Beauty’s Castle, which welcomes passengers at the entrance.
On an everyday basis, we should also highlight the work of the teams in our warehouses who prepare and send the products to the store at the airport (around 2 to 3 times a month).
Who manages this store?
FR: All stores at the airports are operated by SDA which is the Travel Retail subsidiary of the Lagardère group. This means that we sell our products to SDA and they then re-sell them and operate the store. Note however, we were involved in the recruitment of the store’s employees, so as to meet both our Disney standards and those of the airport. Also, a former Disneyland Paris team leader has joined the store as an assistant manager. All of its employees were trained by us over a week, before the opening.
The opening team during training at Disneyland Paris in November 2015.
*The Disneyland Paris store is located near Departure Gate 45.