As a leading travel retailer, Nuance operates 75,000 square metres of retail space spanning 66 locations in 19 countries and territories across the globe. In addition to an extensive portfolio of duty and tax-free stores, brand boutiques and concept stores, the group also provides in-flight services and operates a wholesale and distribution business, supporting the travel retail sector. Headquartered in Zurich, Nuance employs 6,100 people worldwide.
We were introduced to Nuance when the marketing team required support to enhance their in-store communications, reinvigorating campaigns and promotions. Following several visits to the flagship store in Zurich, we delivered a proposal incorporating a number of lively elements.
" We’ve energised and invigorated instore point of sale displays and digital marketing sequences, presenting Nuance with a comprehensive suite of vibrant, dynamic material."
Key objectives included:
- Optimise consumer spend
- Increase dwell time where possible
- Differentiate Nuance Duty Free Stores from their competitors
Key considerations included:
- Engage with the public whilst maintaining continuity with existing branding
- Maintain elements of existing brand such as the prominent ‘Pin device’
- Develop further use of the ‘Ribbon device’
We devised a number of concepts for a short-term campaign for an interactive instore station as well as the ongoing customer engagement campaign. Elements included in-store POS material, banners and rolling screen designs, bold, user-friendly visuals for the interactive touch-screen tablets situated around the stores and the creation of animated on-screen sequences, based on the same rich visual approach.
We took inspiration from the brands in the Duty Free Stores, incorporating suitable textures and colours for different categories such as whisky, fragrance and cosmetics. Our on-screen sequences were literally exploding with vibrant visuals, featuring bursting flavours and fragrances, capturing the essence and appeal of the luxury products on sale.
See one of the final on-screen sequences below
‘From the very start, you owned the brief!’
Praise indeed! Our original proposal promised to stimulate, inspire, create & deliver. And that’s just what we did!