Alpha to unveil new image

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Alpha Retail is adopting a new look for its airport stores, "Alpha Airport Shopping". The new image will be unveiled at the opening of the company's stores in Manchester airport terminals two and three in the coming weeks. It means the removal of the Travel Value slogan from Alpha's outlets.

Alpha said it wanted to build on the brand equity the company already has in the airport - with its Alpha catering equipment regularly seen on the aprons - as well as upon its relationships with airport authorities. Created by UK agency Design House, the new look will be installed in Alpha Retail's other 80 shops and 30 food outlets by April. New features include stronger colour coding of products that can only be bought on non-EU flights, to avoid embarrassing refusals at checkouts. Alpha will also make use of customer service advisers, known as "Pink Coats". The employment of ten Pink Coats in Manchester will reduce the need for excess in-store signage, which many customers ignore.

Alpha's early enthusiasm for Travel Value shopping has cooled, and it now prefers to use its own logo and image. The move is part of a full review of Alpha's business. The company said: "It is about positioning Alpha Airport Shopping as a strong brand with a unique selling proposition...and promoting a new-look retail offering to our customers, both the end consumer plus current and prospective landlords."