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“It is going to be something absolutely revolutionary“ |
Alessandra Piovesana Regional Managing Director Nuance-Watson Hong Kong |
HONG KONG. Nuance-Watson (Hong Kong) is preparing to roll out a number of innovative new concepts in its consumer technology, fragrance & cosmetics, and general merchandise concessions at Hong Kong International Airport (HKIA).
As reported, the company was recently awarded the concession for Audio Visual & Electronic Equipment for another five years.
Capitalising on its well-established “˜Sound & Vision’ brand name, the retailer will introduce a new branding, themed “˜Sound & Vision – enriching life’, Nuance-Watson (HK) Regional Managing Director Alessandra Piovesana told The Moodie Report during a recent interview* in Hong Kong.
“The Sound & Vision stores will present cutting-edge technologies that enrich modern lifestyles,” she said.
Electronics is a key area at HKIA – and with particular importance to Taiwanese travellers, Piovesana pointed out. With the inauguration of (limited) direct flights between Taiwan and Mainland China – all flights previously had to stop in Hong Kong – Airport Authority Hong Kong and its commercial concessionaires are keen to maximise the allure of the airport to these traditionally high-spending travellers.
Piovesana said that Taiwanese travellers will be incentivised to keep travelling through Hong Kong by the sheer power and variety of the airport offer. Nuance-Watson’s new concession will offer a range “never seen in electronics in any airport”, she said. “It is going to be something absolutely revolutionary.”
That revolution will include a major emphasis on retailer exclusives and first rights to many new products. “We can add value in newness. That’s our strategy,” Piovesana said.
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Nuance-Watson Hong Kong’s existing consumer technology stores at Hong Kong International Airport are among the world’s best. The new ones promise to be even better – “totally new, with a totally new offer”, says Alessandra Piovesana |
Nuance-Watson is revamping its electronics stores in both East and West Halls, and the result will be spectacular, she commented. “These shops are going to be totally new, with a totally new offer. We will capture the transit passengers in the West Hall and we will capture the Departures in the East. The product range and staff expertise will be determinant in achieving our objective.”
Nuance-Watson (HK) is the biggest retailer at the airport, offering a portfolio of licences that covers some 5,500sq m of retail space.
As reported, the company was successful in extending its two anchor concessions – general merchandise and perfumes & cosmetics – for a further two years. These include significantly increased space, on which work is currently taking place.
“This is a huge plan,” Piovesana noted. “Work will be going on until mid-November to rebuild the key stores of the two core licences that have been extended. In fact they will not just be extended, they will be totally remade; and a whole series of new brands, new concepts and new statements are coming in. It’s an ambitious project.”
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Nuance-Watson has also impressed with its consumer technology department at The Venetian Macao-Hotel-Resort |
Following intensive consumer research, The Plaza store in the Northeast area, for example, will be revamped in both the fashion, leathergoods and luggage area as well as part of the luxury hard goods area.
Because of the PRC gates nearby The Plaza store attracts a huge volume of individual sales at a slightly lower ticket price compared with the more premium-orientated The Atrium store. The revamp will reflect that profile.
*NOTE: The full interview with Alessandra Piovesana appears in the September issue of The Moodie Report Digital Print Edition, out in coming days. The retailer’s Macau operations will be profiled in the following issue, out in late October.
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