Shilla Duty Free management proudly reports that it has opened its new 1,375sq m Terminal 4 beauty outlet – the biggest of all of its stores at Changi – within the integrated ‘duty free zone’, which is also designed to incorporate the duty free L&T offer from DFS Group.

 

This clustering is aimed at providing passengers with ‘a seamless walkthrough duty free shopping experience – with the retail location situated just after the centralised area for departure immigration.

 

As previously reported, the design of this area is also aimed at allowing passengers to buy their beauty and wines and spirits products in a single transaction for convenience purposes.

 

 

DESIGNED TO BE ‘SEAMLESS AND UNINTERRUPTED…’

Describing the store layout, Shilla Duty Free management said: “The high ceilings and spaciousness allows for more creativity in the designs of the brand counters. Large digital screens have been incorporated into the walls and pillars, in order to amplify the key branding messages and promotions.

 

“The store layout, with its four distinct zones, is designed to make the shopping journey seamless and uninterrupted, as it features spacious pathways and an easy access to a wide assortment of products.”

 

The retailer adds that passengers are initially exposed to ‘beautiful displays of cosmetics’, before reaching the skincare zone and its plethora of internationally renowned brands.

 

This is followed by a special area dedicated to brands ‘known for their artisanal, organic approach to beauty’. The last zone, featuring fragrances is designed to ‘immerse travellers in the romance of perfumery’.

 

 

UNDERSTANDING ‘THE CONSUMER PSYCHE’

Commenting on the new store opening, Ms Raelene Johnson, Vice President of Global Merchandising Division, The Shilla Duty Free said: “We are thrilled to present Shilla’s new seamless retail format to travellers.

 

“The entire store has been tailored with our shoppers in mind, as we try to understand the consumer psyche and focus on building a great experience for each one of them.

 

 

“Whether it is the joy of browsing through the different segmented zones that pique their interest, or discovery of their favourite brands that are not readily available downtown, or the exclusive promotions, we are confident that shoppers will always have a pleasant and enjoyable time at our store.”

 

The retailer adds that it is also offering some exclusive new travel retail brands which are ‘not currently offered at other terminals’, including Hera, diptyque, Alexander McQueen, Mercedes-Benz, Bentley and Bath & Body Works.