June 17 2021  |  Technology

Schäfer Group to open new store in Macau this fall

By Hibah Noor

In partnership with Canudilo International, the airport retail operator will move its Move electronics brand into the Macau tourist market via a 200-sqm store inside the Sands Parisian resort; the rollout will feature strong digital elements including Schäfer’s Dynamic Content Play platform

Schäfer Group will move its Move store brand into the Macau tourist market this September via a partnership with Canudilo International, which will operate the 200-sqm shop inside the Sands Parisian resort.

Canudilo International has a 3,200-sqm duplex store named Antonia in the Sands Parisian, as well as ten other Sands Macau properties.

The new standalone Move store will sell products across categories including sound, mobile, computing and healthcare. The offer is a broader, more upmarket range than what is currently available in Move’s European airport stores and allows more space for the brands stocked to stand out.

With an electronic point of sale throughout the new store, the shop will feature strong digital elements, allowing Schäfer and its partner to change the message to match passenger flow and target buying groups. Additionally, with the content managed centrally, promotions will be created in line with specific occasions, large and small.

As part of its digital strategy alongside Canudilo, Schäfer will also roll out its Dynamic Content Play platform, which takes cues from customer actions to display information that matches their requirements.

“We are going into this project with specific market knowledge under our belts. Our partners have operated within the Parisian since its opening, so know the customer base well.

“Macau is a top holiday destination for southern Chinese tourists, especially from the wealthy greater bay area of Guangdong province. It is only 45 minutes away from Guangzhou, which has a population of 15M – twice the size of London.

“The Macau resort concept is very similar in many ways to an airport-style business in that thousands of travelers are delivered to the store daily, either through staying in hotels or coming for shopping trips. The difference is that the dwell time is longer and shopping is central to the visit. Like Hong Kong, Macau is a Special Administrative Region with differing regulations to China, allowing for duty free.

“Taking the Move brand beyond airports was always part of our plan and we hope to announce in due course an exciting project for five stores in the Gulf,” explains John Woodhouse, Airport Retail Managing Partner, Schäfer Group.

The Sands Parisian Casino, which opened in 2016, is part of the extensive Sands Group operations in Macau, housing 3,000 hotel rooms. Its owner identified Paris as a key tourist driver for Chinese tourists. The resort boasts a spectacular replica of the Eiffel Tower and has shopping streets themed and named after the famous Paris boulevards.

REGION Asia

Brand News

November 30 2021

Rituals Cosmetics talks digital…

Leveraging the digital experience in-store and representing a holistic view of mind, body & soul, the leading wellbeing beauty…

November 29 2021

Stoli releases exclusive limited…

​Stoli Group has released an exclusive limited edition of its award-winning Elit Vodka brand with Dubai Duty Free at Dubai…

November 29 2021

The Balvenie tells more Stories…

​Scotch whisky brand The Balvenie has unveiled two additions to its The Balvenie Stories Collection – The Tale of the Dog…

November 29 2021

Duty Free Dynamics and Simextra…

​Duty Free Dynamics, the travel retail brand distribution specialist, and Simextra Group, experts in the domestic and travel…

November 29 2021

Kavalan wins IWSC Worldwide Whiskey…

​The International Wine and Spirit Competition has awarded its Worldwide Whiskey Producer trophy…

November 29 2021

Mondelez links with Dufry for One…

Confectionery giant Mondelez World Travel Retail and leading travel retailer Dufry are supporting the non-profit tree planting…

November 24 2021

Imperial Duty Free opens Bulgari…

​A new Bulgari monobrand boutique has begun trading at Moscow Sheremetyevo Airport Terminal C, operated by Imperial Duty…

November 24 2021

Glenfiddich celebrates festive…

​Glenfiddich has introduced Glenfiddich Grand Cru, a 23-YO single malt Scotch whisky expression finished in rare French cuvée…

November 24 2021

FOREO announces new e-commerce…

​FOREO has partnered with e-commerce specialist Yegeun F&C in Korea to strengthen its presence in the e-commerce market

Copyright 2021 DutyFree Magazine. All rights reserved. Privacy Policy Sitemap