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Aelia’s ‘next generation’ design and branding will appear at Nice from September |
FRANCE. Aelia Duty Free has said that “˜Playful New Luxury’ will be the theme for its new-look Nice Côte d’Azur Airport stores. As reported, the company has won the main duty free concession at the airport, with phase one to open on 30 September in Terminal 1.
The concept, said the retailer, is inspired by the region and aims to deliver:
• The “˜joie de vivre’ of the Côte d’Azur
• A bold, playful, retail concept
• Scalable, immersive experiences
• Emotional and intuitive shopping
The marketing strategy for Aelia Duty Free’s Nice stores will lean on new concepts developed in partnership with international and local brands.
Some examples include:
– la Scene : an entertainment concept at the heart of the store, that will showcase a programme of events named
– La boite à Cigares
– le Champagne Chandelier
– the Spa Express by Zemmour: a beauty concept in partnership with a well-known local hairstylist
Digital will also be key to the offer, with services including an e-commerce site including pre-order, iPads for sales consultants and a CRM programme for Nice Airport frequent flyers.
Customer service will be enhanced through a partnership with luxury expert Luxury Attitude.
The “˜next generation’ Aelia Duty Free stores will be built on four pillars:
• The Art of the Gift: A guiding theme, this will be highly visible in stores via signage and service.
• Facilitation: clear navigation of product information, assisted by digital solutions, to improve selection speed.
• Care: a new service protocol around purchases only in airports.
• Here and Nowhere else: Sesne of Place generated using local stories, local products tastings and events from Nice and the Côte d’Azur.
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Core platforms of the offer will be gifting, ease of service, Sense of Place, enhanced by a strong digital component |
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