Nuance's rich sales reach all time high

Gavin Lipsith

Print Article E-Mail Article E-Mail Author

The retailer's outlets at the key Swiss airports have achieved a dramatic turnaround in the year since they opened

Sales at The Nuance Group's outlets at Zürich Kloten airport have been performing at a record level in recent weeks following changes to the stores after a disappointing start at the airport's new Airside Center last September. Nuance executive vice-president business development and strategic marketing Carlo Bernasconi told RavenFox.com that the company had noted a "considerable uplift" since the liquor and tobacco outlet on level one of the centre was combined with the beauty store.

Bernasconi confirmed that the stores had not performed to expectations when they opened, as splitting the categories into different outlets had eliminated opportunities for cross-selling. However the flaw was quickly spotted and at a meeting with airport authority Unique one month into the operation the retailer made plans to change the layout of its offer.

Price perception has also been improved at Zürich as the result of a price promise campaign, said Bernasconi. "Price perception in Swiss duty-free is tough in fragrances as there are many cheap sources on the domestic market," he explained. "At the beginning of the year we launched a "best price" campaign which guarantees that you will not find many of the products in our store cheaper anywhere in Switzerland. It has been one of our most successful ever campaigns and has changed price perception among passengers at Zürich. Now we are in a very good position."

Bernasconi added that The Nuance Group was looking forward to working with Unique to bring even more entertainment and excitement to the Airside Center.