Nuance debuts SWIFT retail concept at Malta

Gavin Lipsith

Print Article E-Mail Article E-Mail Author

The Nuance Group is targeting low-cost carrier passengers and frequent flyers with a new one-stop concept

The Nuance Group has unveiled a new one-stop retail concept intended to boost penetration among low-cost carrier passengers and frequent flyers. SWIFT – Easy Shopping! made its debut at Malta International airport at the end of last week, marking the completion of a retail renovation Nuance began when it won the Mallta airport concession in late 2005.

Nuance has opened a 107sq m (1,150sq ft) store in departures and a 122sq m (1,312sq ft) walk-through arrivals store. The retailer said that since its soft opening earlier this month the concept has driven sales up by 11.4% compared to the previous corresponding period.

SWIFT unites all product categories including catering, and focuses on the best-sellers in each category. Standardised shop fittings allow for maximum flexibility in product assortment, and allow the entire shop to be constructed in under four weeks. Nuance has also attempted to minimise queuing times and has organised staff management at the Malta stores to help achieve this.

The company is running a series of promotions themed “Valid Until”, which aim to keep the offers fresh for frequent flyers, and has clad the stores in a melon yellow fascia which it hopes will “awaken the interest even of the retail-tired”.

At Malta, the two new stores mark the completion of an extensive retail renovation programme. In July 2006, the main duty-free store was completely refurbished and enlarged from 306sq m (3,292sq ft) to its current 425sq m (4,573sq ft). Confectionery and toys were added to the offer and the shop was given a brighter modern look. Nuance said that customer service was greatly improved through its Best Selling training, and that the result has been a significantly increased passenger spend rate.

Nuance CEO Europe Jean-Paul Bonnel said: “SWIFT is shopping made easy and fast. Research tells us this is what frequent travellers are looking for in the first place. We have added a touch of excitement through design and assortment and look forward to serving many more customers through SWIFT in the future.”

Malta International airport CEO Peter Bolech added: "Retailing has been one of the strategic objectives since the airport's privatisation five years ago. In spite of being a relatively small airport, Malta has developed an impressive range of outlets and we are planning further development and re-designing to meet the expectations of our clients."