As Australia’s primary duty free retailer, Nuance need campaign activity that taps into the travelling consumer mindset and creates as much excitement about the shopping adventure as the overseas trip. The campaign conceived and produced by Synchromesh introduced a new level of creative to Nuance and helped to drive retail sales to new levels.

The national campaign addressed both SYD (Nuance Sydney Airport duty free) and F1RST (Nuance duty free locations at other airports around Australia).

The key to Synchromesh’s strategy was to extend the customer incentive and to track each customer through their purchase lifecycle. This meant that, rather than simply relying upon a single opportunity for conversion (at point of sale), our strategy engaged the customer at multiple points over an extended period. This allowed Nuance to deliver incentives to buy at multiple times - a threefold increase in the marketing (and therefore sales) opportunity with only marginal budget shift. Importantly, this strategy also supported loyalty and was focused upon building prospect database for future campaign activity.

Another important element of Synchromesh strategy was the introduction of a big headline. Our $3million Shop and Win concept offered campaign cut through and stimulated immediate consumer awareness. Whilst the legal logistics around this type of promotion are intricate and need to be carefully managed, the opportunity for consumer engagement is great - it was this that continued to drive sales through Nuance retail outlets and online.

The final key component of our strategy was online. By offering consumers both a digital and shop front retail opportunity, we were able to introduce campaign initiatives that were not constrained to just the airport store locations. We had the potential to engage with customers not only before they left, but also whilst they were travelling in anticipation of purchase at some point in the future (i.e. upon return).

Campaign activation The campaign was driven through catalogue, point of sale, online and EDM. Over 200,000 Shop and Win scratch cards were distributed through major airports nationally. Retail theatre was also activated to stimulate excitement amongst duty free shoppers and Nuance team members.

With new retail momentum, Nuance is looking forward to continued growth in airport sales and customer loyalty.