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SWITZERLAND. The Nuance Group opened two major new walk-through duty free stores at Zürich Airport on Thursday, creating a further 2,100sq m (900sq m and 1,200 sq m respectively) of shopping space.
The stores are on both levels of the Airside Center and benefit from being located immediately after Zürich Airport’s new centralised security area. A further 600sq m will be added in May, 2012 when a number of beauty boutiques are opened.
Nuance said the openings represent the next stage in the roll-out of the innovative concepts launched at Turkey’s Antalya Airport in May. They complete a year of transformation at Zürich Airport (including the opening of the first Arrivals duty free stores) coinciding with the inauguration of two major developments – the new centralised security area and Dock B – which enabled the retailer to redesign its core duty free offer.
The Moodie Report visited the stores on Friday, the day after opening. In a first, next week’s edition of The Moodie Report e-Zine will be entirely dedicated to a comprehensive multi-media analysis of the new offer, including ‘Trinity’ interviews with retailer, airport and brands and extensive video and audio coverage.
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Walk-through wonderland: (Above and below) Passengers exit central security straight into the duty free stores |
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“It’s a fantastic day for us,” The Nuance Group CEO Europe Andrea Belardini told The Moodie Report. “These shops are another stake in the ground in our road map to making us a better retailer both for the consumer and for our airport partners.
“I believe it’s a huge step forward. It’s not just the shop lay-out; it’s about the whole commercial approach.”
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Andrea Belardini: “We are delivering the next generation of duty free retail concepts here” |
“The launch of our new duty free stores reaffirms our longstanding collaboration and partnership with Zürich Airport to introduce exciting retail concepts that deliver an outstanding shopping experience,” said Belardini.
“As our longest-serving European location – some 50 years of operation – it is fitting that we are delivering the next generation of duty free retail concepts here, where we opened our very first airport shop, and continue to provide a world-class retail environment to the millions of travellers using this airport in the years to come.”
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Strategically placed flight information display screens help reassure and orientate passengers before they shop |
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Both stores are characterised by very wide shop frontages on the airside, drawing passengers back into the store |
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Smoke signals: Tobacco is to the fore right at the front of the stores after passengers exit security |
Over the past 12 months, Nuance has launched the country’s first Arrivals duty free stores at Zürich and Geneva airports and introduced new concepts for Lindt, Swarovski, Bally and Burberry at Zürich.
Two new Gate Shops – one on each level of Dock B – have also opened, allowing passengers to make purchases until shortly before take-off.
Zürich Airport Ltd Senior Vice President Commercial Patrick Graf,, commented: “With the new walk-through duty free stores, Zürich Airport further strengthens its position as the ‘Duty Free Paradise’ in Europe. Nuance’s new concept was developed in close and professional co-operation with us, and exceeds our high expectations in terms of design, quality in execution, innovation, as well as operational requirements.
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Celebrating partnership: Zürich Airport’s Patrick Graf with Nuance’s Alex Anson and Andrea Belardini |
“With the opening of the centralised security control, Zürich Airport is proud to offer every passenger a spacious and convenient shopping experience. Together with the debut of Arrival duty free, the introduction of these departure walk-through shops were the basis for the renewal of the concession contract with The Nuance Group in 2009,” added Graf.
The new stores incorporate Nuance’s now hallmark ‘Boutique’ concept for whisky, confectionery, fragrance, cigars, wine and Champagne. A ‘Sense of Place’ is reinforced throughout with a wide range of Swiss wines and liqueurs, as well as a range of regional food products and iconic Swiss brands such as Lindt confectionery and La Prairie skincare (both have dedicated stand-alone boutiques)
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A superb stand-alone Lindt boutique is a highlight of the revamped Nuance offer |
“This level of localisation is a key element to the success of our duty free concepts,” Belardini added. “It’s clear from our research that consumers not only demand a strong and exciting range of international brands, but also want to see quality products that reflect a particular destination.
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A major focus on high-profile, often cross-category, promotion activity is integral to Nuance’s retail concept |
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Everybody likes lists and the Top 10 fragrances is designed to stimulate consumer curiosity – and purchasing |
The outlets are notable for the utilisation of the latest touch-screen technology (pictured below) in several departments (whisky, cigars, fragrances) to deliver information, encourage interaction and provide a more personalised shopping experience.
At the touch of a screen, shoppers can learn more about the history of whisky or discover the latest offers and items. Similarly, within the ‘Fragrance Boutique’ choosing a product is made easy when using an olfactory wheel which displays fragrance according to specific scent categorisation or touch-screen tablets to find product details or gift ideas.
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The Whisky Boutique features interactive Samsung touch pads to educate and entice consumers |
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Interactive initiative: These touch tablets in the Fragrance Boutique are fun but also educational |
Connoisseurs can select from a wide choice of super-premium Champagne, wines and spirits, such as Rémy Martin Louis XIII Cognac, The John Walker ultra-premium Scotch whisky and wines from Château Mouton Rothschild.
Cigar aficionados are served by a new flagship Davidoff store concept in the lower level store, as well as a second walk-in humidor on the upper level featuring a wide range of cigars and accessories.
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Davidoff of Geneva since 1911 reads the new branding on Davidoff’s 60sq m flagship store on the lower level |
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Note the interactive element again to the fore via the embracing of digital media |
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Newness (above) and exclusive offers (below) are all part of a concerted pitch to drive penetration |
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To celebrate the inauguration of the Davidoff Boutique, Nuance has teamed up with the renowned cigar manufacturer to host an authentic cigar roller from the Dominican Republic, who will be in-store demonstrating his skills in the art of cigar-making from 1 to 5 December.
This is just one of several regular events planned throughout the next year. This month, complimentary tastings will be offered for Johnnie Walker Black Label and Double Black Label whiskies, as well as the new Baileys Irish Cream Biscotti liqueur. Chocoholics can also enjoy premium chocolate dipping from renowned Swiss chocolatier, Favarger.
Nuance plans to make the most of the generous floor space with a year-round programme of store activity, from the latest fragrance launches and special offers to seasonal events.
A ‘Christmas Market’ promotion, featuring a giant Advent calendar is running throughout December selling a range of gifts, supported by free gift wrapping.
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Clear signage leads the passenger easily through to the perfumes & cosmetics offer |
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To complement the extensive range of duty free items, a dedicated area for electronic items and accessories has also been introduced, along with display tables featuring the latest gadgets for customers to browse and test.
Nuance said it has also recognised and responded to the growing trend for a more convenient shopping experience, by introducing a new ‘Collect on Return’ service at Zürich. Travellers can select products on departure, ready for pick up at their return from the retailer’s Arrivals stores in Terminals 1 and 2.
Belardini concluded: “Over the past year, we have set out to redefine our retail offer, putting the customer at the very heart of the shopping experience. We have identified what the shopper wants and developed key areas throughout the retail journey, such as convenience, improved orientation, clearer product presentation, as well as introducing the latest technology to help customers identify and select what they are looking for.
“We firmly believe that this level of detail and understanding has led to the creation of an innovative and exciting retail environment.”
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Special offers and clear category signage lead travellers into the spirits area |
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Nuance said the latest openings reflect the company’s commitment to developing and reinvigorating its European business, which includes more than 230 stores in 40 countries. In 2011, the Group invested around CHF20 million (US$21.7 million) in its European operations, refurbishing or developing more than 7,500sq m of retail space across its portfolio.
Next year, the retailer plans to expand its Zürich duty free offer by a further 1,000sq m across both stores. On the lower level it will add new sunglasses and accessories concepts, along with the debut of dedicated boutiques for leading fragrance and cosmetics brands.
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Recently introduced line extension Bacardí OakHeart enjoys a powerful presence in the expanded spirits department |
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Tastings (here from Favarger) are a key part of the retailer’s interaction with consumers |
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