Page 31 - TFWA World Exhibition and Conference 2025

INSIDER

Siñeriz adapts duty free stores to changing customer expectations

By John Gallagher

From entertainment to unique wine shoppers] to look at the brands and talk to between categories which will be directed
and fragrance activations, Siñeriz, the our salespeople,” he says. at adventurous shoppers. Wine will be
biggest duty free retailer in Rivera in Two important new developments – promoted with food, chocolates, and certain
northern Uruguay, is continually evolving one for wine and one for perfume – will be products from our household goods range.
to give its customers the best possible retail up and running before the end of this year. The new experience will be located in a
experience. 1,500 sqm L-shaped building adjacent to
“Big border stores need a solid retail The Siñeriz Wine Experience our main flagship store,” explains Parodi.
plan that shows evolution to adapt to the As part of its continuous improvement “After going through the main part
needs of the shoppers,” Rafael Parodi, philosophy, Siñeriz is about to roll out a of the wine experience, the shopper will
Business Development Director, tells TMI’s new concept 1,500-sqm store located next arrive at a premium 400-sqm wine bodega,
John Gallagher. to its 10,000-sqm flagship store. This will where we will have a special tasting area
“The concept of a department store be a separate store designed to give new as well as an events area along with a
layout, combined with added services of experiences to customers who come to number of very exclusive labels stored in
entertainment, needs to constantly evolve shop Siñeriz’ renowned selection of wines. a temperature-controlled wine cellar. We
to meet changes in lifestyle and changes in Siñeriz has one of the biggest sections plan to have a highly active promotional
consumer behavior,” Parodi stresses. of wine in any duty free store in Latin program here that changes month by month
Siñeriz’ flagship store covers 10,000 America. The company prides itself in not with each wine producing country featuring
sq meters of retail space and 3,000 sq only having the best wines from Chile and on their dedicated month. We will be using
meters of warehousing. In addition, the Argentina but also the best wines from the latest technology to allow customers to
main store has close to 4,000 sqm of space Europe. scan their wine choices on special totems
for games, entertainment, and a food court Parodi explains that the new project and get the latest critical reports on each
as well as one of Uruguay’s most important will be a special retail unit where wine, brand they select.”
premium restaurants. The company also a selection of fine spirits, and food are
operates a 3,500-sqm downtown store. combined. The space will be divided into The Siñeriz Fragrance Experience
Parodi says that a store like Siñeriz country units, like Italy, Spain, Chile, brings more luxury
has to offer the very best shopping Uruguay, and Argentina, with the best wine In an initiative to appeal to their
experience, efficient security, entertainment and food from each area. perfume shoppers and make a truly
and lots of bits and pieces to keep “In the middle of this new space, memorable experience, Siñeriz has also
customers happy and interested. we will set up a special tasting area, created a new Fragrance Experience in the
“Exceptional prices are important, either a barbeque or grill, or bar, where store under a collaboration with a leading
as are promotions, but tastings, product the customer can try the products as Buenos Aires-based fragrance specialist.
testings and creative activations are if he were in his own home. We will “We know it is not just about buying
essential – these are the things that get [our also have a variety of cross promotions a fragrance that smells good - there are

31 October 2025