BW Confidential - Issue #8 - October/December 2011 - (Page 75)

Retail concepts Travel retail Smart selling A snapshot of some of the most interesting concepts to have hit travel retail in recent months by Kevin Rozario Store size: 1,340m2 (14,423ft2) Beauty area: 45% of floor space Concept: This is the first of a new style of duty-free store that The Nuance Group plans to roll out in Europe. Its main design theme is the creation of distinct ‘boutiques’ for the leading product categories, such as perfume and cosmetics—which has gained about 10% more space—and liquor, so that customer navigation is easier and categories and their personalities stand out better. Despite the category separation, walls have been removed to improve penetration and flows. What’s different: In the beauty area there are personalized mini-boutiques for brands, such as Chanel and Dior which are popular with Russian passengers using Antalya—an important shopper nationality at the airport. The Fragrance Wheel is another innovation being added across the retailer’s beauty offer. The wheel has testers grouped according to specific fragrance scents with touch-screen tablets to find product suggestions. It aims to engage passengers through information and excitement. Terminal 1 duty-free store Antalya Airport, Turkey Korean Air A380 onboard store, South Korea Beauty component: Variable, but expected to be the lead category Concept: This ambitious onboard store at the back of the main deck of the Airbus A380 marks a first in the airline industry. The sleek unit is curvy and striking. It can display 64 skus and is likely to be dominated by high-end beauty products such as skincare, a bestselling category on Korean Air. Scental, L’Oréal’s luxury products’ Asian travel-retail division, was responsible for the design of the store which was six years in the making. Passengers in first class will get to shop first, then business followed by economy. They will be able to experience texture from cosmetic testers and juices from scented blotters, not from sprays. The plan is to showcase testers of cosmetics, fragrances and liquors, while displaying brand ads on LCD monitors. Lancôme is among the first advertisers. The first flight with a shop onboard was from Seoul to Tokyo in June, with Hong Kong, Bangkok, New York and Los Angeles pipelined. Currently, 10 A380s are on order from the airline and if the shop proves successful, they will all eventually have the retail unit on board. What’s different: Every beauty product is displayed prominently and is housed in individual units which are spot-lit to attract the eye. Perfume bottles and other containers are secured using magnets, which remain safe during any turbulence. A dedicated cabin crew member will be on hand to assist and advise passengers making this service expensive, not just because of the lost revenue from seat removal, but usage of staff resources. October-December 2011 - N°8 - BW Confidential 75

Table of Contents for the Digital Edition of BW Confidential - Issue #8 - October/December 2011

- Brand & retail news recap
- Companies on the move
Take note
- Market facts, figures & trends
Best of BW
- Highlights from our e-publication
- The latest in fragrance, skincare & make-up
- Estée Lauder Companies group president international Cédric Prouvé
Insight: Fragrance
- Category overview
- Retailer roundtable
- Retailing strategies
- Rare fragrance brands
- Launch roundup
- Spa chains
- Spa case studies
- E-commerce
- Store concepts
Travel retail
- Sector analysis
- Hainan & China Duty Free Group
- Retail concepts
- Passenger habits
- Industry experts on harnassing the power of social networks
- Six up-and-coming beauty brands
Market watch: Russia
- Country overview
- Prestige retailing
- Industry viewpoint
- Market outlook
- Sustainabilty
- Trends
Last word
- Buyology Inc president & co-founder Donna Sturgess

BW Confidential - Issue #8 - October/December 2011