Nuance completes Copenhagen refurbishment

John Rimmer

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The Nuance Group is confident the redesign of its store at Copenhagen Kastrup airport will improve the retailer's fortunes at the location

The Nuance Group has completed the renovation of its flagship store at Copenhagen Kastrup airport in a bid to improve penetration and sales at the location. Despite the acclaim the store has attracted since its inauguration in 2002, trading at Kastrup has been challenging and Nuance hopes the redesign will herald a big improvement.

According to Nuance, the revamped store contains the biggest fragrances and cosmetics area of any airport in the world, at 1,250sq m (13,450sq ft) or 45% of floor space. It features a dedicated men's area and three promotional zones, plus sections for new items and toiletries.

The liquor area in the new store is divided into three sections boasting distinctive designs: White Liquor, featuring aquavit, vodka, gin and other products; Brown Liquor for whiskies and cognacs; and Wine. In the tobacco area, a 12sq m (129sq ft) walk-in humidor has been added.

Copenhagen's new confectionery area features the world's first Anthon Berg outlet. The dominance of the Danish supplier at Kastrup reflects Nuance's determination to bring a local flavour to the airport, and both pre-packed and over-the-counter products are offered.

Nuance said it is committed to "the compelling argument of best value" at its new store, and is now offering travellers at Kastrup a price guarantee on fragrances and cosmetics. It has also implemented a Floor Coaching Programme to improve standards of customer service among its staff. In partnership with landlord Copenhagen Airports, Nuance has also created a website, www.tax-free.dk, to enable travellers to pre-order their goods.

Outgoing Nuance Europe CEO Carlo Bernasconi said: "At Nuance we strive to constantly adapt our retail offer to the changing needs of our customers. Together with Copenhagen Airports we have invested a lot of time in order to define exactly what consumers want. We are convinced that the new store is the perfect answer to these needs and look forward to providing a great shopping experience to our customers—and the basis for future success for both partners involved."

Nuance Group Denmark managing director Stephan Salvisberg added: "We are very proud of this new development and confident that the store will allow us to capitalise on our unique selling propositions: a large assortment, strong branding and great prices. Our sales team is well prepared to provide the best in customer service—the last ingredient needed for a true success recipe. My special thanks go to all partners involved: the airport authority, the suppliers, who have supported us very strongly, and our team."

Copenhagen Airports commercial vice-president Henrik Busch said: "It is a great pleasure to see the transformation of the main shop into a customer-friendly and dynamic shop that puts an effort into making purchases easy and fast. The new offer is supported by the largest assortment in perfume and cosmetics and at very competitive prices. For the customers, the experience of service in the shop is closely connected to the vast amount of good buys that are available in Copenhagen airport. This also means that The Nuance Group and Copenhagen Airports A/S have co-operated closely in re-adjusting the shop to meet the changing customer needs."

Nuance and Copenhagen Airports recently devised a joint strategy to improve retail performance at Kastrup, forming joint working groups and a steering committee to tackle several key tasks.

The working groups have focused on improving operations in many key areas, including logistics, training, staff motivation, shop layout and coordinated marketing in the stores, the airport and beyond. Nuance hailed the scheme as a potentially trend-setting development in the way in which airports and retailers cooperate.