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Heinemann integrates bar and retail concepts
Travel retailer Gebr. Heinemann has introduced two bars-in-retail concepts at its Sydney Airport flagship store in an effort to keep travellers within the shop space.
The Bridge Bar at Sydney Airport, a Gebr Heinemann concept
The two concepts – Bridge Bar and Coast Café – were developed in partnership with Australian firm Trippas White Group and are situated within the Mega B area in the fashion and accessories section and the liquor, tobacco and fine foods area.
Both bars serve cocktails, along with other drinks, with a food menu curated by chef Luke Mangan. They were implemented to “keep customers in the store,” Raoul Spanger, director of retail and HR, at the recent Gebr. Heinemann press day.
The move is an effort to counter stubborn penetration rates in the industry, with the philosophy to “bring the people to us”.
According to Gebr. Heinemann, situating the two bars within the retail space is a “unique” approach.
“Given the size of the space, it was about getting passengers to slow down as they progress through the walk-through shops at various points,” Richard Hoyer, director global subsidiaries at Gebr. Heinemann and project head for the opening at Sydney Airport, said in company materials.
“All the retailers at the airport are competing – not just for the passengers’ money but also for their time. That is why everyone benefits.”
At its media day earlier this month, the Gebr. Heinemann management announced its group turnover climbed 5.6% to US$4 billion in 2016, a “satisfying” result in a year of “unexpected events”.