In what is being called a "multi-sensory shopping experience" by Philips Retail Solutions, design changes made to the shops at Amsterdam’s Schiphol Airport Retail (SAR) have resulted in a dramatic improvement in sales, according to the Moodie Report.

The Philips-designed shopping experience combines lighting, sound and design elements that resulted in a sustained 12 percent traffic increase into the SAR store at Amsterdam Schiphol Lounge 3, a 37 percent increase in dwell time at certain product categories and a 10 percent increase in overall sales earlier this year, the article reported.

The creation of a Dutch-themed zone in the center of the Lounge 3 store was among the innovations, with lighting, visuals, sounds and designs conveying the idea of a ship sailing, aimed at making an emotional connection with travelers.

In one of SAR's cigar areas, the article reported, Philips projected video onto a glass wall showing Cuban dancers, which combined with sound and lighting to create the impression of a Cuban experience. The move lifted levels of conversion to spend significantly in this store, according to Philips Retail Solutions. 

"We are always looking for ways to surprise and seduce our customers. Retail is all about the way to attract engage and realize conversion to drive sales," said Schiphol Airport Retail Director Peter-Jan Rozenberg. "With Philips Retail Solutions we created an innovative multi sensorial platform to do so. Besides we gained more store and consumer insights by the extensive analytics provided by Philips."

Read more about customer experience.

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