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ODG Creates a New Onboard Duty Free Ferry Experience in South America

February 15, 2018 Airport No Comments Email Email

ODG, the award-winning global retail and branding design consultancy headquartered in Dubai, has been commissioned by duty-free concessionaire Bernabel Trading to create a new 3,000sqm onboard duty-free store on a ferry boat that transits between Uruguay and Argentina.

Through compact spaces and critical flow management, ODG is adopting an innovative approach to the design with each product category presenting a unique narrative that enhances the customer experience and takes them on a journey of discovery and excitement.

Hugo Vanderschaegh, General Manager at ODG said, “With the average passenger’s free time of just 30 minutes during the crossing between Uruguay and Argentina, removing any purchase barriers and adopting an innovative ‘Stop,Engage, Close strategy was imperative.”

To capture the passenger’s attention, guide them throughout the offer, engage and convert their curiosity into a shopping experience calls for an inspiring design and flow to be implemented. The duty-free outlet on the new passenger ferry will be a milestone within the onboard duty-free industry. Ultimately, the inspired design and unique customer experience for the industry will attract brands that will find a fantastic platform to showcase their image and products.

The core planning strategy was to create a walkthrough duty-free where passengers are guided from entrance to exit through all the products categories. All along the journey, the design and layout promotes impulse buying, as well as focuses on cross-selling display and engaging activations such as nail and make up stations, brand HPPs, tasting counters, cocktail bar and more to enhance customer interaction and purchases.

The project aims to set a global benchmark in onboard duty-free that has tremendous potential for replication in the Middle East region. “With the focus on increased urban mobility, the Middle East region is investing in convenient modes of transport including passenger ferries, metro and urban rail, each of which presents an opportunity for travel retail to maximize revenue for the transport operator,” added Hugo Vanderschaegh. “The additional value that we deliver to the experience onboard the passenger ferry is a model that can be adopted in the region.”

Martin Laffitte, Director at Bernabel Trading went on to add, “Following the success of our previous duty free store with ODG, we challenged them to create a new concept that will raise the bar in the industry. They came up with a new customer flow approach and a great creative design that will deliver a fantastic experience for our customers and brands . We look forward to launching this new duty free store”

Trinie Simonsen, Crystal Consulting, a travel retail consultancy with ODG added, “Today’s traveler expects to be met with both retail excitement and convenience at any travel hub, being ferry, train station or airport. Developing revolutionizing shop designs and adjusting the product mix to the passenger profile, as well as providing total flow managing, are therefore key elements for customer satisfaction – and maximum travel retail revenues. ODG understand these needs and knows how to provide practical solutions that benefit all parties.”

With passengers embarking and disembarking in one wave, as opposed to airports or train stations, ODG also focused on flow management including cashier flow with POS counters distributed over the space to ensure that no customer drops his/her purchase due to time constraints. Portable points- of-sale are also being set up to manage visitor flow during peak times.

Among the product range are perfumes and cosmetics – the fastest-moving – as well as liquor and tobacco, gourmet food, confectionary, toys, fashion apparel and fashion accessories and much more.

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