The Airport Plaza opens its doors and invites passengers to experience a new world of shopping. After their luggage has been checked in and the security cleared, an elegant entrance area invites passengers to explore the Heinemann Duty Free Shops at Hamburg Airport. The Heinemann world premiere shop covers 1,400 m² floor space and offers a completely new experience to shoppers along with an extensive range of services. With the opening of the new shop Heinemann has created an additional 70 new jobs and now has 230 employees at the Hamburg Airport.
The "Heinemann" name glitters in blue, red, and silver above the entrance of the Duty Free Shop in the Airport Plaza. "We would like to gain the loyalty of our customers through our family name. Customers should be aware that they are choosing Heinemann," explains the company’s owner, Gunnar Heinemann. "We give duty free a face and add personality to the business. We are the only family-owned business in the globally operated duty free market. Our brand is not based on an artificial name. Our company’s growth is based on a trustworthy and consistent performance and we want to communicate this success on to our travelling customers." Above the entrance to the new shop shines the new Heinemann logo: three red sails resembling shopping bags represent the strength of the Hanseatic company and are indeed symbolic for the shopping experience at the airport.
But not only the name and the design have been changed. Heinemann has dramatically enhanced the concept of the Travel Value & Duty Free Shops and is now focusing on three significant details: First, the combination of international brands at low prices and a stunning new range of products; second, full service for the customer; and third, enthusiastic personnel – excellently trained and friendly employees ensure the shopping experience is something special at the airport. "Heinemann's goal is to create a unique identity," Raoul Spanger explains the company´s intention to develop a new brand. "Travel Value was an adequate solution after Duty Free was eliminated within the EU. However, it was not a brand and customer loyalty proved to be less than expected. We have developed our concept further and are now, with Heinemann, introducing a completely new way of duty free shopping.
Heinemann is cooperating with the experts for brand and corporate design from the Hamburg Agency Syndicate to develop its new brand. A concept with a high recognition factor for the customer was developed in a joint effort after a comprehensive analysis was made. The entire production and design of the new brand, from the logo to the interior design of the shop and its architecture, was created by Syndicate in close cooperation with the staff in charge of retail sales at Heinemann.
Sales promotion stages and a wide range of stunning products
Heinemann is setting a new trend with 1,400 m² of floor space in the Airport Plaza (quadrupling the floor space of the largest store to date) – an exiting world to explore where there is always something new to discover and the customer's expectations and needs are exceeded by far. Approximately 280 m² of floor space will be utilized for an alternating assortment of products that will be upgraded every two months. Customers will find products never expected in an airport, on four impressive stages for promotions and sales. "Heinemann will serve as an international trend scout for travellers," predicts Raoul Spanger who is a member of the executive board. "Our job is to track down new and exclusive products around the world and present them here in Hamburg on our stages. As we operate globally and have installed an excellent logistics supply chain our sales promotions always reflect the zeitgeist." This stimulates the curiosity of vacationers as well as business travellers, who are confident that the stages at Heinemann will offer both variety and entertainment.
Heinemann hopes to astonish its audience with "Casino Mondial" as its first stage attraction during the shop opening. In the shop, the passengers can try their luck at roulette and win prizes in the exclusive casino atmosphere. While a barkeeper mixes cocktails, worthy of James Bond, the women can indulge in a glamour-make-up free of charge. It will be here that time flies quickly as the passengers wait to board their flights.
In addition, regional highlights, specialties and delicacies are presented in a promotion area called Regionals in the Heinemann Duty Free Shop. Each of these areas in the Heinemann shops will be furnished by well-known designers, architects, or artists at home in the respective region. As a result, the concept is unique for each location. Designs, colours, and materials are different at each airport. The Heinemann debut at the Airport Plaza was designed by the Hamburg star architect Hadi Teherani. Visitors to the Hanseatic City and souvenir collectors can look forward to the legendary Niederegger marzipan from Luebeck, the high quality coffees of a roastery based in the Hamburg warehouse district Speicherstadt, delicacies from the Schleswig-Holstein company Appelwarder, or prosecco from the famous Sansibar on the island Sylt.
Perfume and name brand articles have been clearly arranged according to a predefined concept that achieves maximum visibility within Heinemann's permanent assortment of merchandise. The products are displayed first according to groups (e.g. perfume) then according to categories (e.g. woman, man) and finally according to brand names. All merchandise for children is arranged in one area and by specific product groups. Luxury brand names such as Burberry and Bulgari are showcased in their own designs. "We have decided to pool the entire Heinemann Duty Free product line together," explains Raoul Spanger. This enables customers to find everything quickly saving them time so they can proceed directly to their gates.
The fact that travellers save money has been confirmed by the TÜV (Technical Inspection Authority), whose independent team of experts regularly checks the pricing in the shops. The result: 90 percent of the Heinemann highlights offer the customer a savings of up to 30 percent in comparison to domestic stores or internet purchases. Anyone with a valid boarding pass can shop at Heinemann Duty Free. Whether the flight is domestic Europe-wide, or to a distant continent, the customer always pays the same price. The only exception is tobacco due to the tax status on the excise stamp.
Full-service for travellers
Heinemann also promotes service innovations to reinforce its image in the mind of the consumer. Effective immediately, travellers will be able to call in their orders or shop online before arriving at the airport. The purchased items can then be picked up at the service counter on the passengers’ way to the boarding gates. Purchases can also be gift-wrapped. Additional services are in the pipeline.
Heinemann enables passengers to save precious time by making their purchases en route to their gates. Furthermore, customers can view departure information and walking times between gates from inside the store. This way travellers can know exactly how much time they have to shop.
Promoting customer loyalty
Promoting the brand Heinemann has not been completed with the opening of the first shop but has just begun. The brand is brought to life by the excellently trained and friendly employees at Heinemann who make sure that each shopping experience at the airport is a special one. This is how Heinemann promotes customer loyalty.
The new Heinemann Duty Free will certainly impress the customers, assures Raoul Spanger: "The customers will be exploring a shop that is a first of its kind at an airport. We are happy to have this world premiere right in our home town. Hamburg is be the first step in realising our new image at Heinemann shops world-wide in the years to come."
Increasing market penetration
"The competition never sleeps. Moreover, airports concentrate heavily on retail sales – and challenge us, rightfully so! This gives us, as retailers, the opportunity to present ourselves more vigorously," explains Gunnar Heinemann. Comparing prices on the internet has changed consumer habits considerably. Customers are price-wise and also want to be able to purchase more than just a product. They also want to discover new things and enjoy a shopping experience that is accented with perfect service. "The launching of the brand includes a clear economic goal. We want to increase market penetration and our earnings – this will also benefit our landlords. We want to better utilize existing potential through the brand name Heinemann and turn more travellers into shoppers."
New brands at the airport
The Heinemann Duty Free is not the only store that Heinemann is opening in the Airport Plaza. After clearing security travellers can browse at a Hermès boutique (60 m²), a shop of the Hamburg fashion brand Tom Tailor (100 m²), a Boss store (300 m²) and a shop called "Kids" (100 m²), a store that offers everything for the smallest of travellers. In addition, the pier will house the Montblanc boutique (60 m²), Destination Hamburg (120 m²), and three Heinemann shops with a top-selling range of products (100 m², 100 m², 200 m²) – all managed by Heinemann.
A superior collection of perfumes, natural cosmetics and accessories awaits travellers and friends who pick them up at "1040 Beauty Project" which is located on the arrival level of the Airport Plaza and is open to the public. Baroque elements combined with modern design provide the setting for perfume and cosmetics in the store named after the year 1040 in which the legendary French perfume city Grasse was officially founded. Right next door Heinemann manages a boutique (140 m²) for the fashion label Esprit.