A 3D artists impression of the IDFS Level 1 walkthrough which will open in the new terminal at Casablanca Mohammed V International Airport.

International Duty Free Shops (IDFS) is to open two shops in the new Casablanca Mohammed V Terminal 1, the opening date for which is yet to be confirmed.

The decade-long project, which was reportedly completed in March and set to open in July, will alleviate some of the pressure in Terminal 2 which is close to capacity.

Most of the 84 check-in counters will be used by national carrier Royal Air Maroc and the new terminal will double potential passenger throughput to around 14m.

30th ANNIVERSARY

IDFS, which celebrates its 30th anniversary in 2019, runs airport duty free shops in Casablanca, Marrakech, Agadir, Tangier, Rabat Salé, Oujda, Ourazate, Fes and Essaouira covering 4,065sq m.

It also operates two non-airport outlets (Rabat Diplomatic shop and PX store) spanning 750sq m.

IDFS President Christopher Tantoco told TRBusiness: “We will be opening two stores in the Casablanca terminal. The Level 1 shop measures 380sqm, while the Level 2 shop measures 540 sq m.

“Two different formats were applied to give customers the desire to shop. This is because we were provided with two locations serving different types of travellers in open areas of the terminal.”

He added: “The use of digital panels mixed with authentic local flavour creates a sense of place that the customer can see, feel and taste.”

On Level 1 (where the target is transit passengers), IDFS has only a short time to attract consumers. An open walkthrough market concept was, therefore, applied with the store divided into four areas. These are fashion, perfumes and cosmetics, tobacco/wines and spirits and confectionery/Travel Morocco corner.

A shot of the IDFS Level 2 store which will open in the new terminal.

Tantoco commented: “Lifestyle towers were created where we used vertical digital screens and moving video to draw customers from afar and to highlight cross-merchandised presentations to appeal to the traveller lifestyle.”

By the time travellers reach Level 2, which is located in the boarding area, they will have arrived at their gate and have more time to shop. The design of the shop in this instance encourages them to browse leisurely and purchase.

“Each category was displayed in interconnected octagonal areas with a space to experience the products,” explained Tantoco. “This was combined with digital screens to feel the full effect of the brands’ products.

“A humidified hand-rolled cigar cave doubles as a men’s lounge in one instance, while a makeover consultation zone located at the centre of cosmetics, doubles as a chocolate bar tasting station in another.”

IDFS’ Original Lifestyle Towers in Casablanca Mohammed V International Airport Terminal 2.

CHALLENGING YEAR

Reflecting on a challenging 2017 which was mainly due to the re-location of its top-selling Marrakech International Airport Terminal 2 store, Tantoco said: “This was moved to a secondary location which greatly affected the business.

“We, therefore, refocused our strategy to ensure we have the perfect offering for all nationalities including niche markets.  This became very beneficial for us as we are looking to finish 2018 with a significant increase versus 2017.”

An idea of how the tobacco area will look in the IDFS store on Level One of the new terminal at Casablanca Airport.