ABOUT

The project brief

Global duty free retailer Dufry appointed JHP to create a brand new store concept to address two core elements.

Firstly it was to prepare itself for the huge influx of visitors arriving for the World Cup 2014 and the Olympics in 2016.
Secondly it was to adapt its stores for the projected increase in business from the doubling of the import tax allowance from $500 to $1200 for passengers arriving into the country.

Brazil is unique in that due to very high import taxes, its airport ‘arrivals’ stores generate far more revenue than those in departures. The result is that arrival stores are vast and of almost hypermarket scale representing the ultimate meeting of luxury and commodity. A grand array of products are bought literally by the trolley-load with some the highest basket values in the world.

The project goal was to maximise the revenue generating opportunities offered by such a store in an airport readying itself for the 2014 World Cup and the Olympics in 2016.


The response

JHP's stores for Dufry in São Paulo's Guarulhos Airport are unlike any others in the world of Travel Retail.

The idea was to revolutionise the Brazilian travel-retail market by creating a highly innovative store. Dufry employed super-modern technology such as the latest in digital media and new speedy payment systems. The store also uses ‘call forward’ systems and intelligent shopping trolleys which inform passengers of their remaining tax-free allowance.

JHP also embraced and celebrated the energy and passion of Brazil! The result is a grand affordable and highly colourful, vibrant and dynamic bazaar housing the world's best fashion, beauty, confectionery, fine wines, watches, electrical goods and accessory brands.

Dufry wanted to be known for its great customer service, fantastic prices and an amazing product assortment with ever-changing promotions. In order to create the ultimate duty free experience it was important for JHP to use intelligent planning, architecture, design and clear communication to create an enjoyable shopping experience. To deliver on the brand promise JHP made the welcome desk immediately obvious to weary travellers arriving at the store and offered them a coffee and assisted luggage storage to enable customers to shop luggage free and stress free.

The customer journey was deliberately planned to ensure that passengers had full exposure to all product categories.

The large circular glowing red ceiling drum acts as a great armature, facilitating the dispersion of customer journeys around it to different parts of the store. It also serves as an effective device to house the sunglasses category underneath.

The sunglasses category is particularly important as Brazilians are among the world’s greatest eyewear buyers so the design agency placed it at the heart of the concept.

At 3,400m2 it is very much ‘department store meets hypermarket’. A totally stimulating environment.

The outcome

Customer feedback as well as the store’s commercial performance has been extremely positive.

JHP set out with Dufry to revolutionise the Brazilian travel retail sector by creating a highly innovative store. It was a pleasure working with the senior management team of such a passionate and ambitious retailer.

The store at the airport has already enjoyed commercial success as explained by its CEO in an article in the Moodie Report, the travel retail industry's 'bible'.

It was also shortlisted as a Finalist in the Best Retail/ Leisure category at the International Yacht and Aviation Awards 2015