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Improve the results of the store at the airport
Challenge
La Mallorquina, a family business that is a reference in Barcelona for home textile, comes to KISS Retail to improve the results of its store in the Airport of El Prat (Barcelona).
Advice to define the specific assortment aimed at tourists and travelers.
Adapting the retail mix from a home textile concept to a travel retail concept
Increase the conversion rate as well as the turnover.
Solutions
Comprehensive analysis of the business and the store located at the airport: sales, stocks, and margins, as well as the productivity of the exhibition. Investigation of the customer journey of visiting passengers and shoppers.
Definition of a strategic positioning for the Travel Retail concept of La Mallorquina that reinforces the differential value of La Mallorquina and generates more commercial attractiveness for both tourists and nationals.
Rationalization of the assortment and briefing for new references, as well as for the type of product design that reinforces the positioning and maximizes the store sales potential.
Results
The new strategic positioning highlights the differential value of La Mallorquina; its own designs and style.
The changes in assortment and visual merchandising, together with the new in-store communication, generated a 3-digit increase in sales, as well as achieving excellent brand visibility due to its location at the airport.
The new product designs turn traditionally more thoughtful categories of items such as home textiles into impulse purchases or gift items for both the tourist and local customer.
