Women's duty free liquor store
joined master project, 2013 TU Delft
Figures show that liquor purchases by females on the airport are very low. To boost sales, me and 5 other upcoming retail designers were asked to design an airside liquor store for women as an assignment by the TU Delft in cooperation with London based Portland retail design and Schiphol.
To unfold the interactions of the female shopper extensive research was conducted through various interviews, field research, a co-generative session, a mock up session, focus group and internet surveys. Airport shopping research was performed by data analysis that Shiphol provided, scientific papers and field research. The main conclusions for retailing hard liquor to women were: product presentation, quality over quality, take away negative associations, story telling, showing context of use, providing wholistic sollutions to a need, giftgiving, sampling, captive audience looks for entertainment through shopping.