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Copenhagen Airport Shopping Centre Commercial Vice President Henrik Busch: “It is a great pleasure to see the transformation of the main shop into a customer-friendly and dynamic shop that puts an effort into making purchases easy and fast. The new offer is supported by the largest assortment in perfume and cosmetics and at very competitive prices. |
DENMARK. Following two months of extensive refurbishment, The Nuance Group and Copenhagen Airport have just unveiled their new-look tax free shop.
The revamped store follows months of analysis in what the two parties describe as “unparalleled co-operation” between airport management and retailer. The result is that the shop layout has been tuned for customer comfort and efficiency “while meeting the high aesthetic standards for which Copenhagen Airport’s overall design is so well known”.
As previously reported, the latest revamp of the Copenhagen offer is a clear reflection of how much relationships between the two groups have improved since the dark days of 2003 when a rent dispute was referred to an arbitration tribunal (set up under the contract). That decision went in favour of the airport group and tensions about the concession fee have rumbled on ever since. But recent negotiations by the two groups appear to have resolved the situation to the benefit of all parties.
Objective – inviting and easy to shop
The foremost criteria was to make the store inviting as well as easy to shop. To drive customer awareness and penetration, Nuance has created an enjoyable shopping experience with state-of-the-art fixtures and fittings from suppliers allowing each to expose their brands to their full potential. The store provides maximum aperture towards the airport corridor where customers pass. The most popular products from the categories of perfumes and cosmetics and liquor are offered.
Perfumes and cosmetics – ‘the biggest airport store in the world’
Covering 1,250sq m or 45% of the total shop space, the Copenhagen Tax-Free Shop houses the biggest perfumes and cosmetics airport store in the world, said Nuance. The offer is arranged by brands, ensuring easy manoeuvring among the offer. The back wall and islands house 19 major installations and two open studios from renowed brands. It also features a men’s care corner. Three big promotion areas are designed to enliven the shopping arena and boost sales.
Liquor – clearly sectioned
The liquor department is divided into three sections: ‘White Liquor’ featuring aquavit, vodka and gin; ‘brown liquor’ for Cognac and whisky, with a large selection of malt whiskies, and ‘Wine’, featuring wines from all the major wine-producing countries, including a premium selection for connoisseurs. Each section has a distinct look underlining the dimension of each category.
Tobacco – a modern look
The tobacco area located at the back, next to the cigarette assortment, features a 12sq m walk-in humidor which can be seen from the outside of the shop. The walls are made of glass, allowing for transparency and a very modern look. The glass cubus presents an ample selection of top-class smoking goods from well-known suppliers.
Confectionery: Anthon Berg specialist shop
Here, Nuance presents the first Anthon Berg shop-in-shop at an airport. The 350sq m confectionery section features Anthon Berg’s premium assortment, pre-packed and sold over the counter – another first for Anthon Berg. Product tastings are designed to enliven the shopping experience. The chocolate offer is complemented by Nordic specialities and international quality brands such as Lindt, Godiva and Guylian.
Unique selling propositions: assortment, branding, price
Designed as a store which focuses on the travelling consumer, the Copenhagen Tax-Free Shop combines the strong marketing instruments of a large assortment of the world’s most popular brands – clearly standing out through the brand-based layout of the shop – with the “compelling argument of best value”, Nuance said. It added: “The perfume and cosmetics section in particular features the most comprehensive choice of products in this field, and across all categories Nuance strives for the most competitive price positioning in the entire Scandinavian market. To communicate this, Nuance offers a price guarantee on perfume and cosmetics and features constantly-changing promotions with best price offers through communication tools closely aligned with those of the airport in general.”
Customer service: critical ingredient for success recipe
To complement this strong offer, Nuance has invested heavily in gearing staff sales performance to the increasing demands of the travelling consumer. A special Floor Coaching Programme has been implemented to make sure customers are made to feel welcome and looked after when shopping at the store.
In addition to constantly training the sales staff, Nuance has expanded its Customer Service Center on the shop floor. To further enhance sales, a website for pre-order has been created in co-operation with Copenhagen Airport:www.tax-free.dk, which has already been positively received by customers, Nuance said.
Enthusiastic reaction
Copenhagen Airport Shopping Centre Commercial Vice-President Henrik Busch said: “It is a great pleasure to see the transformation of the main shop into a customer-friendly and dynamic shop that puts an effort into making purchases easy and fast. The new offer is supported by the largest assortment in perfume and cosmetics and at very competitive prices. For the customers, the experience of service in the shop is closely connected to the vast amount of good buys that are available in Copenhagen airport. This also means that The Nuance Group and Copenhagen Airports have co-operated closely in re-adjusting the shop to meet the changing customer needs.”
The Nuance Group Denmark Managing Director Stephan Salvisberg added: “We are very proud of this new development and confident that the store will allow us to capitalise on our unique selling propositions: a large assortment, strong branding and great prices. Our sales team is well prepared to provide the best in customer service – the last ingredient needed for a true success recipe. My special thanks go to all partners involved: the airport authority, the suppliers, who have supported us very strongly, and our team.”
The Nuance Group’s outgoing CEO Europe for The Nuance Group Carlo Bernasconi said he was delighted with the look and functionality of this new development. He commented: “At Nuance, we strive to constantly adapt our retail offer to the changing needs of our customers. Together with Copenhagen Airport we have invested a lot of time in order to define exactly what consumers want. We are convinced that the new store is the perfect answer to these needs and look forward to providing a great shopping experience to our customers – and the basis for future success for both partners involved.”
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