Page 32 - TFWA World Exhibition and Conference 2025

INSIDER

Rendering of the climate-controlled wine bodega
within the new Siñeriz Wine Experience. Siñeriz has
one of the biggest sections of wine in any duty free
store in Latin America.

they come to shop.”
In a change aimed at its youngest
shoppers, Siñeriz decided to “sink” its
famous Pirate Boat that has been operating
since 2016; replacing it with a more
modern Space Station.
loads of fragrances in the market -- many specialists. This will be one of the big “We must ensure that changes are
consumers want to know more. They are differences that will allow us to conquer the made to all aspects, retail and non-retail,
looking for a true olfactory experience, specialist fragrance buyer,” he says. to keep customers interested in our whole
capable of stimulating the senses, evoking Both the Wine Experience and the commercial offer.”
deep memories, and creating an emotional Perfume Experience concepts will be rolled “We want people to have something
connection,” explains Parodi. out in the last quarter of this year and will different when they came to visit us. We
Siñeriz approached one of the biggest be up and running in time for the holidays, are looking to create experiences that they
specialty perfume retailers in Buenos Aires says Parodi. can only have with us and are hard to
who offers a very special experience to experience in other places,” he says.
perfume shoppers in the Recoleta area of Entertainment Looking ahead to next year, Parodi
the Argentine capital. The Siñeriz management is always says that Siñeriz will be making changes
“With their help, we will re-create looking to improve their two stores and to more than 50% of the layout of the main
something similar here in a special adapt to all changes in shopper habits. store.
200-sqm part of the store adjacent to our “The objective always is to improve “Customers’ habits and needs change
perfumes and cosmetics section. The whole the overall shopping experience,” he says. and we must change things in the store
fragrance experience is directed to the real “During the pandemic break we took to maintain their interest. Beginning in
perfume lover looking for new sensations. a step back and looked at what we had March, we will be changing the location
We will be taking the shoppers through achieved since we opened in 2013. We of and the space allocated to a number of
the full olfactory range of fragrances and knew we had to constantly improve the categories to reflect the change in customer
lead them to experiment with new niche shopping experience for our visitors. Some habits and behavior, and these changes will
brands. Once they have gone through may come to shop once or twice a year but reflect the changes in relative importance
the experience, we will present them many, especially those in southern Brazil, of each category. But we are confident that
with unique brands that are not normally come once or twice a month and we have our shoppers will love what we plan to do,”
available in the market made by true to offer them something new every time he concludes.

Rendering of the new Siñeriz Fragrance Experience, a collaboration with a leading Buenos Aires-based fragrance specialist.

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