Temptation Duty Free operated by Nuance-Watson (HK) has completed the revamp of the atrium at the heart of its major Perfumes & Cosmetics mega stores in the East Hall at Hong Kong International Airport.
The company says this is timely since the operation looks set for another promising year after a significant growth in 2005.
Four top-selling cosmetic brands ? Chanel, Dior, Est?e Lauder and Lanc?me ? that are located in the centre of the store have benefited from a space extension. This has resulted in stronger visibility, more prominent presentation and installation of the brands? latest image counters.
In a statement, the company said: ‘This centric configuration was designed to embrace the brands and to encourage customer movement around the zone. The revamp has further improved the orientation and the brands? visibility. As customers come through into the atrium, they will find themselves in a space of its own, vibrant, attractive, personalised and immediately serviced on one side by the customers? service desk and cash registers.
‘Brands are now flagging their latest look, each of them framed by light pine wood finishing to allow for distinctiveness. The layout reflects the original store configuration, but the extension on the bays allow for a tightest embrace at the ends, further reinforcing the ?hug-me? feeling.’
Nuance-Watson said all the shelvings now have built-in lighting to enable the cosmetics? colour lines and skincare products to be presented at their best. It adds that the interest generated by the flow of products and visuals encourages customers to browse through the broad selection and self indulge.
‘With self-service trays and interactive stations, customers are naturally invited to engage themselves to try the products which will induce their desire of purchase. The fixtures have built-in storage space to warrant products are readily available when requested. ‘The display units allow great flexibility for different promotional set up to appeal to customers. Responding to the tremendous growth of visitors from Mainland China, simplified Chinese has also been added into the tickets to capitalise on this fast-growing consumer group.’
The retailer says that all of these details reinforce and reflect the operator and the brands? focus on customer needs. The revamp has given customers a broader perception of the brands? offers at the store and present a fresh, dynamic and innovative shopping atmosphere. Nuance-Watson says it has already proved itself to work well by driving sales in the cosmetic category in the first quarter of 2006.