Gebr. Heinemann and Royal Schiphol Group joint venture Schiphol Airport Retail (SAR) today unveiled its renovated Exquisite Shop at Amsterdam Airport Schiphol (AMS).

The company had been undertaking an ambitious design upgrade of the 136sq m retail space, which stocks fine wines, spirits and cigars.

In a statement, Gebr. Heinemann says the uprated shop presents elements of the original design in a contemporary guise, with new furniture, signage, lighting and a more spacious setup evoking urban cues to appeal directly to younger shoppers.

A palette of neutral and earthen tones lift the Exquisite Shop’s attractiveness as a warm and welcoming space to ‘take the connoisseur’s travel and shopping experience at Schiphol Airport to the next level’, says the Hamburg-based travel retailer.

IGNITING THE SENSES

Inside, a new concept called the ‘aroma table’ provide sensorial cues for travellers keen to seek out and learn about new products.

Made of marble and brass, it features five trumpet-like devices that release aromas from the chosen wine or spirit at the squeeze of a rubber bulb.

Decorative glass jars house the aromas and guide consumers through different scent profiles around the table before they are invited to taste the products.

The products highlighting the aromas are switched every three months to provide diversity to the shopping journey.

Simon Asmus, Managing Director, SAR said: “The aroma table aims at changing customers’ perception of a product by highlighting their unique flavours rather than arranging them by specific category or brand. It allows us to engage in a completely different way with our customers and let them discover their preferences in a new, much more emotional way.”

Adding his thoughts, Rüdiger Stelkens, Purchasing Director Liquor, Tobacco, Confectionery and Fine Food at Gebr. Heinemann said: “The aroma table sets a new benchmark in travel retail when it comes to enticing the shopper in new and exciting ways.

“It also builds a perfect bridge from marketing to tasting – and tasting builds the bridge to buying. But even those travellers who don’t turn into buyers will still memorise the experience at the Exquisite Shop and be left with a new, more sensual impression of the promoted brands.”

Another quirky addition instore is the flying bottle feature; a cabinet displaying an illuminated bottle that levitates without the need for fixtures or supports.

The installation has been introduced to engage quizzical travellers, trap their gazes and leave them with long-lasting impressions of the efficacy of the brand in question.

SAR says this offers suppliers a variety of opportunities to leverage their company’s profiles, with the suggestion the concept could be extended to further Heinemann sites in the future.

Pleasant jazz music will be played as customers peruse the aisles and engage their senses in the augmented retail space.

“This leveraged customer experience provides an undeniable competitive advantage, for example versus online trade,” added Asmus. “Customers are more educated about the categories than ever before. They are looking for extraordinary products, but also for the exceptional inspiration and emotion behind that product. And they want to share that special story with their friends or when presenting the product as a gift to someone.”

The overall shop environment is reportedly already proving a success among passengers from all over the world including the Chinese, who account for the largest share of sales.

CAPTURING THE YOUNGER SHOPPER

Visitors will also note changes to the shop’s fascia; the original naming convention ‘Exquisite’ has been supplemented by the ‘Finest Wine, Spirits & Cigars’ strap in a bid to hone travellers’ attentions towards the extensive product range.

This is a deliberate tactic and one SAR hopes will appeal to a broader spectrum of younger generational consumers by offering hard-to-find specialities from well-known and emerging brands while pandering to their desires for exclusivity and uniqueness.

“The wine and spirits category is attracting more and more young customers, who are willing to invest in high-quality products,” added Asmus.

“Many of them are simply lovers of fine drinks and look for the unparalleled taste of a rare cognac, a fine champagne or a vintage whisky. But particularly at the high end, a growing number of young collectors are entering the market, chasing rarities and the latest limited editions that they can’t find anywhere else.”

Heinemann says now the renovation has completed, the signs point to increased growth in the Netherlands – a key market – and further afield.

TRBusiness Senior Editor Andrew Pentol is on location in Amsterdam for the official launch and will bring you further coverage in due course…