Concourse Digital Brochure 2018

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Back when we founded Concourse Display Management in
2010, there was one main aim in mind: to offer our clients in
global duty free and travel retail a truly beneficial point of
difference over the standard agency/contractor model.
Due to inefficiences in the process of delivering effective in-store retail
merchandising at the time, we saw that there was a need to restructure and
develop this model in order for brands to gain easier access to this complicated
retail channel. To achieve this, we first concentrated on getting the basics of
project management right; meeting deadlines, exceeding expectations and
keeping people happy by doing the little things right and the big things better.
Fast forward to today and we’ve fine-tuned the art of implementation to offer a
seamless and complete experience to our clients. From initial concept through
to final installation and beyond, we’ve worked on developing time and cost
advantages through the utilisation of project management efficiency and valueadded
services. These are firmly built on our foundation of specialism in duty free
and travel retail, project management and engineering skills, plus investment in
expert people and dedicated systems, including project management software.
Rob Penn
CEO & Co-Founder
We enjoy working with all types and sizes of brands and operators; no job is
too small, too large or too challenging for our global team, and we delight in
innovating and developing new design, digital and manufacturing solutions for
your global travel retail implementation needs.
We therefore invite you into the world of Concourse to discover our services and
skills, to look at some of our work so far and to see for yourself how we can
offer both practical solutions and creative inspiration. We also love to talk, so
please do make contact. We look forward to hearing from you and even more
to working with you.
Chris Morriss
Director

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We know
travel retail
Concourse are 100% dedicated to unleashing brand and
operator potential within Global Travel Retail. Our team
consists of highly experienced designers, engineers and
project managers, with years of shop fitting and fixture
manufacturing experience.
We have unparalleled experience and reach working for
leading global companies, providing both local market
and global implementation & management to brands,
retailers and operators; from individual display units,
to digital installations, through to complete store and
concession build.
Design, build, project and asset
management, maintenance.
On time, on budget.
“
Time
We are able to take a brief and
quickly interpret this into layout
plans, fixture drawings and 3D
renders, completing this process
in very short time frames to meet
tender requirements and
activation deadlines.
”
“
Budget
We always provide a cost effective
design package. And we can sense
check budgets at any point along
the journey for the construction and
manufacturing elements, providing
brands and retailers with absolute
confidence in their costings.
”
100% Dedicated to GTR
We work only in Duty Free & Travel Retail
supporting Airports, Operators, Brands and Agencies
Complete Service
Design & Development / Project Management / Manufacture / Installation /
Maintenance / Asset Management
Over 3000 Implementations
In 350 Travel Retail Locations
12 Global Project Hubs
London / Geneva / Paris / Frankfurt / Istanbul / Dubai / Moscow / Beijing /
Singapore / Hong Kong / Sydney / Miami

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What we can do for you
Concourse has developed a full range of services to meet
and provide solutions for our brand, retailer and operator
clients, and to meet the unique requirements of each project
we undertake in Global Travel Retail.
Design & Development
Our extensive experience of working with brands
and retailers results in creative and engaging design
underpinned by the latest in passenger trends and shopper
insights. These are tailored to each activation, campaign
or tender without the need for extensive briefings to
design agencies who don’t ‘get’ global travel retail. We are
specialists in travel retail design and digital integration with
a wide and skilled team to support your project, resulting in
beautiful brand and store implementations.
Project Management
From the beginning of a concept, right through to the
final installation, we appoint a dedicated and experienced
manager to oversee each project with detail and precision.
Concourse project managers work closely with our full team
of highly skilled designers, digital innovators, airport tender
specialists, store construction experts and manufacture
engineers to ensure the delivery of seamless, satisfying
and successful results.
Manufacture
Installation
Concourse’s global presence ensures that we can
guarantee local access to even the most challenging of
locations. We know airports, ferries and cruise ships, border
stores and downtown duty free with their many access and
permit challenges, plus with 12 Global hubs in place and
daily access to hundreds of airports worldwide, our reach is
extensive.
Maintenance
We are renowned for the ongoing care and professional
relationships we maintain with our clients, many of whom
work with us on a retainer-based model. Named SITE
(Service of Implementations & Team Expertise), this involves
our local dedicated hubs teams managing installations in
situ with regular inspection and updating, particularly of
digital software and those activations that require seasonal
promotion changes and updates.
Asset Management
We have developed three main areas to add even more
value to our client projects. These include TRAM [Travel
Retail Asset Management] – our real-time project
management software for both internal and client use;
VIBE [Visibility, Impact, Brand & Economics] – our suite of
applications that supports merchandisers and promoters
on the ground, providing complete visibility on their
performance; and TRIPLE R [Re-design, Re-dress, Re-use]
– our sustainability strategy for optimising client assets with
cost and time efficiency.
TRAM VIBE TRIPLE R
With decades of manufacturing and engineering experience
at Concourse, you can be confident that your fittings,
furniture and installations will be of the highest quality finish
and craftsmanship, designed with sustainability in mind, right
on budget and delivered on time.

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Who we work with
From coordinated global campaigns to single brand location
activations, to store concept design and implementation
for retailers, we work with an array of international brands
and operators. We’ve completed thousands of successful
promotional activations and complete store fit-outs in
airports, ferries, border shops and other tax and duty free
shopping environments globally. No project is too complex
or location too exotic for Concourse.

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01.
Store
Implementation
From small to large, we’ve delivered complete stores
for brands, retailers and operators in Travel Retail
locations across the globe.
As a full service implementation company, Concourse
provides award-winning creative and technical design
services, through to manufacturing high quality fixtures
and fitting out stores in complex environments.

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From Concept...
To Details...
Concourse provides a range of design services from concept
and technical design, through to assistance with airport tender
bids for clients, and our highly experienced design team fully
understand the requirements of Travel Retail.
We provide expertise at the beginning of the process; from
category merchandising layouts and customer flows, through
to designing award-winning, highly creative Travel Retail store
environments for an ever-increasing competitive landscape.
As a full service implementation company with a global
footprint, Concourse are also able to provide site surveys and
early cost advice, through to detailed design packs - including
MEP and structural drawings - as well as furniture designs.
By leveraging our team’s extensive global airport shopfit and
fixture manufacturing experience, we aim to provide customers
with accurate ‘per square foot’ construction rates as early as
possible in the design phase to assist with project feasibility.

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To Build...
Multi-Store Fit Out - Yangon Airport, Myanmar
WHSmith - Changi Int’ Airport, Singapore
Weekend Maxmara - Auckland Airport, NZ
Concourse has a dedicated and experienced team delivering
many branded retail outlets globally, and often in airports
where implementing high quality stores can be challenging.
We consistently finds ways to deliver outstanding stores
despite the numerous obstacles in these highly complex
environments.
We delivered six stand-alone stores in an eight week period
for Lacoste, Moschino, Pandora, Kipling, Coccinelle and
Bering at the 6,700m2 retail centre at Yangon International
Airport in Myanmar. Despite the challenges of working in a
newly emerging market, Concourse were fully able to meet
the exacting, high quality standards expected by the brands.
We undertook a complete refurbishment of nine WHSmith
stores at Changi, with a total retail space of 1,543sq m,
re-fitted simultaneously across Terminals 1, 2 and 3 in just
three months. This aligned with the new format design from
October 2017 for the new 280sq m store located in T4, also
successfully managed by Concourse.
Concourse managed the design development and fit out of
the 113sq m Weekend Maxmara store at Auckland International,
opening on time in August 2018. The fit-out included coordinating
fixtures and materials for delivery and installation
from all around the world, ensuring the handover of a highquality
luxury store environment.

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02.
Brand Activation
Concourse has strong airport and operator relationships
with a deep understanding of the travel retail landscape.
We leverage this knowledge and experience to drive
increased brand visibility, shopper engagement and
improved ROI for our clients.
Our range of implementation services include strategic
brand planning, creative, adaptation and technical design,
project management, supply chain and procurement
optimisation, asset tracking and maintenance.
Right: Johnnie Walker Explorers Club

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1 2
5 6
3 4
7 8
Metaxa - Heraklion Airport, Greece
For our client brands, we follow a process that starts at design
and concept, working all the way through to final installation.
Seen here is a snapshot of the process of Concourse’s
work with Metaxa, whereby we created the merchandising
guidelines for Global Travel Retail.
We defined materials and developed all 3D Designs and
technical drawings for standard fixtures including gondolas
and wallbays from 1-3m, as well as glorifiers and price tags.
Concourse project managed the roll-out,overseeing tender,
construction and installation across key locations in Europe.
Key
1. Mood Board 5. Tender
2. Store Floor Plan 6. Construction Quality Check
3. 3D Concept 7. Installation
4. Technical Drawings 8. Finish

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Pop Up – Captain Morgan World of Rum
High Profile Promotions & Activations
The brief was for two custom pirate ships, each slightly
different from the other in order to accommodate the different
spaces at Hamburg and Frankfurt airports. Working closely
with Heinemann to ensure a smooth project, all work was
completed to schedule and within budget.
Strict adherence to all fire certifications and considerations
for limited airport access became part and parcel of the
design build.
Top: Bvlgari - Zurich Airport
Bottom: Veuve Clicquot - Sydney Airport
Top: Johnnie Walker - Paris, Charles de Gaulle
Bottom: House of Hennessy XXO - Taoyuan International

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Permanent Merchandising
z
Permanent Merchandising
Rémy Martin - Dubai International Airport
Dubai was the first flagship airport to see the roll-out of the
new permanent merchandising guidelines for Rémy Martin,
installed across four concourses A, B, C, and D in both Dubai
Duty Free and Le Clos stores.
To date, 18 luxury units have been installed at Dubai, on time
and achieving savings in the process. We have since rolled
out further implementation of this permanent merchandising
for Rémy Martin in both Hong Kong and Changi Singapore
International Airport, with many more airports to follow.
Top: Swatch - Mumbai International Airport
Bottom: Neuhaus - Changi International, Singapore
Top: Cloudy Bay, Auckland Airport
Bottom: Coccinelle - Moscow Sheremetyevo Int’ Airport

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03.
Digital Application
Concourse continuously research new available technology
and digital trends in the retail landscape that work to
increase customer engagement. We advise our clients
on where they can apply these, taking the opportunity to
leverage digital applications to achieve heightened customer
interaction within store and brand implementations.

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Heinemann be duty free
We assisted Heinemann to design engaging digital
experiences for their new concept store, be duty free, at
Kuala Lumpur International Airport, Malaysia.
Concourse were engaged to advise on the strategy and
technical design of the digital primer screens, digital entrance
portals and surrounding LED lighting, as well as advising
about the on-going maintenance of the screens. The portals
proved highly effective at driving passenger traffic into the
store, with targeted messaging for the passenger mix passing
the store at different times of the day. The screen content was
also controlled remotely from Heinemann’s Singapore office,
enabling updates in real time, as and when required.

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Experience Fine Cocktails
Personalise Your Bottle Today
Located in the departures terminal at Faro Airport, we were
commissioned to design, build and install an interactive
display featuring a selection of spirit brands from the Diageo
cocktail portfolio.
It featured an interactive touchscreen for customers to
learn and discover more about the brands displayed and an
integrated transparent video screen, which revealed actual
product in the background in synch with digital video content.
For this install, Concourse created an innovative design
to balance the look of the available retail space featuring
Christmas trees fashioned out of boxes, which were in
turn dressed and wrapped. As no content existed for
personalisation, we created a slide show for video content.
Opening with the Baileys logo, it was followed by the call to
action to “Personalise your bottle today” with a presention of
secondary complimentary flavours completing the 30 second
looping video. This Concourse original digital creation, initially
developed to solve an awkward space issue, was so successful
that it was adopted for all Baileys Christmas campaigns in
2017.

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#Instaroid #Digital Campaigns
Capture the best moments. In a snap, these are immortalised
into tangible keepsakes. Emotions stick with your customers,
in their wallets, on the back of phones or to share with friends
and family.
Instaroid’s a very clever social media printer that connects
brands to their audiences through rich social interactions and
beautiful memories, inviting customers to share experiences
and become brand ambassadors.
Now with the addition of an Augmented Reality app, we
can customise branded virtual accessories in AR to enhance
photos, creating more fun and engagement for customers to
share online and to keep as a memory. As an added bonus,
these printed images can also be turned into promotional
vouchers or magnets and keyrings.

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Extra ways we help
your business
%
TRAM
Travel Retail Asset Management
This is our real-time project management software for both
internal and client use. Developed uniquely by and for
Concourse it offers:
• Full visibility of the progress of activation programs 24/7
• Management of over 3,000 projects with full data history
• Management of upwards of 200 projects at any one time
anywhere around the world
• Clear access to all designs and documents relating to
each site in one place
• Client view of own trends with images for progress and
completed installation
• Online tracking available for project timings
• View on computer, tablet or phone in real time
VIBE
Standing for Visibility, Impact, Brand & Economics this
is Concourse’s visual merchandising service to assess
brand performance against competitors and ensure brand
guideline implementation through our Travel Retail analytics.
With our Visual Merchandising App, clients can access
our store audits, planogram and stock checks, with results
including merchandising audits, photo galleries, out of stock
reports and order forms. Promoters can also register sales
and target management, sales rep time-keeping and
mobile CRM.
Scoring with this system includes:
Visibility – Share of space and location rating
Impact – Share of voice and rating
Brand – Design, materials and lighting
Economics – Cost of the unit and ROI of the brand in-store
• All reports able to be exported to PDF for reviewing off
line and sharing
• Any KPI accessibility in two formats:
1. Dashboards
2. Reports

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TRIPLE R
Re-using beats recycling every time. As a result, we have
created an optimisation strategy called the ‘Triple R Strategy’
which stands for Re-design, Re-dress, Re-use. We in-build
future proofing into our designs and optimise our client
assets with cost and time efficiency.
As part of the strategy we have a warehousing and re-use
programme where valuable assets created by Concourse
can be saved and stored for future use in our dedicated
storage and inventory system. We can also manage other
vendor assets, providing a thorough audit, discarding any
damaged assets and setting up new inventory systems to
track everything.
• Wherever possible, retail assets should be re-usable
assets, directly addressing the issue of landfill waste
• Delivers impressive ROI gains for our clients
• Drastically reduces activation lead times – a real
advantage for our clients when last-minute promotional
opportunities arise
• We catalogue, track and schedule retail assets for use and
re-use with ease, keeping a running tab on the
performance of each asset in terms of re-use
frequency and cost
• Extending the life of retails assets through our unique
program is smart; ecologically and economically

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Where we work
Europe:150+
With over 3000
implementations
completed to date in
350 travel retail
locations worldwide,
the Concourse team
is active all around
the globe.
Americas: 30+
Asia Pacific: 120+
Middle East & Africa: 50+

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We’re here to help
We always welcome the opportunity to talk with clients, both
existing and potential ones, and would love to hear from you
to see how we can help. With our 12 Global Hubs you can be
sure to find someone from Concourse working nearby in your
vicinity or able to meet at an airport of your choice – please
use the following office contact details to help us point you
in the right direction. Alternatively, visit our website at
www.concoursedm.com and contact us on there.
We’ll get right back to you...
EMEA & Americas
emea@concoursedm.com
+44 1992 500651
Concourse Display Management
5 Port Hill
Hertford
Hertfordshire SG14 1PJ
Asia Pacific
apac@concoursedm.com
+65 9105 7514
Concourse Display Management
19 Jalan Pisang
Singapore
199084