LS Journey Retail, says its new chocolate retail ideas at Singapore’s Changi Airport have confirmed so profitable, the mannequin is being tailored for New York.
The corporate, a part of Lagardere Group, engaged Retail Entry to design 4 shops in Terminal 2.
The necessities: the shops needed to accommodate a big model portfolio, introduce improvements into the confectionery purchasing expertise, improve shopper engagement and differentiate two of the 4 shops with totally different branding. In complete, Retail Entry Singapore needed to design greater than 470 sqm of retail area.
“One of many primary challenges was to create a transparent and organised, but inviting in-store navigation,” the design workforce explains.
“So Chocolate shops carry a large number of manufacturers, so Retail Entry Singapore labored on categorising the manufacturers and making them straightforward for buyers to seek out.
“One other problem was the Journey Retail setting and the right way to appeal to the busy travellers of an airport by growing the in-store dwell time. There was additionally a retailer structural constraint as a result of the most important retailer was open-ceiling and with no partitions.
With 4 shops in the identical terminal, Changi Airport administration needed two manufacturers to keep away from sameness of retail supply. So the second model The Chocolatier was developed and a totally totally different retailer design created.
As a class administration answer, the company created emotional messaging for every model’s class utilizing distinctive colors: Liked by all, Best Moments, Twinkles of pleasure, Tasty bites and Style of Singapore.
Retail Entry Singapore leveraged the yellow color of So Chocolate branding by designing a well-lit ribbon pelmet to tug shopper’s consideration. Retail-tainment options have been additionally proposed to extend dwell time, by means of the “So Chocolate Selfie nook”, personalised gifting concepts and enjoyable buying via “buckets of pleasure”.
Since Lagardere’s chocolate shops additionally carry their very own merchandise underneath the model of Style of Singapore, the group designed market-specific fixtures leveraging native touristic cues such because the Merlion and Singapore Flyer.
Because the shops opened, the brand new design is attracting extra travellers than anticipated, and the typical basket measurement per shopper is greater than forecast.
In consequence, the Singapore So Chocolate idea created by Retail Entry Singapore is at present being tailored by the Open D Group workplace in New York for introduction into JFK Airport – and can possible be exported to extra nations the place Lagardere operates journey retailing.
