Page 14 - Special Issue Asutil Conference 2025

INSIDER

In January, Top Brands acquired the 1,200 sqm Mega Shopping from the Paraguayan Vierci group.
experience with vaporisers emitting decided to use the Luryx retail fascia in our Dream Cars, Super Cars Show, Kart 360
essences and aromas from the Amazonian new location and after evaluating the logo and a themed Pizzeria will be added to
jungle as well – it will be a very different designs, we are totally convinced that this the existing attractions, the Dreams Wax
retail adventure for the shoppers but it will is the correct way to go,” he says. Museum, the Dreams Ice Bar, the Valley of
be a tremendous experience for all who Since the company announced the the Dinosaurs, Eco Park Foz, Marvels of
visit the store!” deal, they have been working non-stop the World and the Dreams Motor show.
“Shoppers will enter at the ground internally to prepare for the opening.
floor level and will hit the area of perfumes Like almost all of the Brazilian border Tailored promotions
& cosmetics, which is sure to be one of stores, Neutral is using the free zones in Neutral will be working closely with
our biggest revenue generators; this level Uruguay to warehouse its goods. the park to coordinate promotions and
is completed by fashion & accessories “We will continually analyze [this activities.
and destination souvenirs and other operation] to make sure we are using the “All of the attractions of the park
related to the Iguaçu region - the lower best logistics system for our shoppers and offer great experiences to a whole variety
floor will have a great selection of wines to make sure our suppliers do not have any of publics from the young to the very old
& spirits, our other big category, and out of stock situations,” says Montico. and people in between. We will be working
this level will be completed with a wide closely with the park owners to offer the
variety of confectionery, tobacco, toys and Incorporating shopping into tourism right sort of promotions and the right sort
technology.” “One of the things that differentiates of experiences to potential shoppers,” adds
Foz do Iguaçu from the Uruguay border Montico.
New name introduced locations is that shopping is a secondary “Once people buy their tickets for
“Initially we were convinced that the motivation for the journey, so if we can the attractions, we will be able to see how
store should be named Neutral by Luryx. make shopping part of a tourist activity, we many people are in the group and their
But our marketing people conducted believe we have a win-win situation,” he ages and we can offer special promotions
extensive research to assess the relevance says. or tastings or other unique events to make
of the brand name to the target traveler. In “Our store has a super privileged sure they come into the store. We will
complete contrast to our ongoing research location within the Dreams Park complex be making use of artificial intelligence
with our shoppers in Rivera, Chuy, and – as you enter the complex the attractions to specially create the best promotional
other locations, we found that the Neutral ticket office is on the left and we are on package for each visitor.
brand had little relevance to the visitor to the right – you cannot miss our store when “The beauty of our commercial
Foz do Iguaçu. Visitors to the stores on the you enter. You can enter the complex and offer will not just be a price saving but a
Uruguayan border are looking for a strong come direct to our store without visiting very solid shopping experience with real
retail promise with good promotion and the attractions but if you do buy tickets to attractions and relevant promotions.”
a retailer with experience and solid brand see other parts of the park, you will get a Neutral will also collaborate with
name. On the Iguazu border, however, series of benefits and promotions specially local hotels and other tourist attractions like
the traveler wants sufficient time to see created for park users – these promotions golf courses, to bring tourists to the park
the waterfalls in Brazil and Argentina and and special offers will be delivered direct to to shop.
maybe the Itaipu dam and the hydroelectric your cell phone.” Foz do Iguaçu is the second biggest
power station. Shopping, although While its location within the Dreams tourist attraction in Brazil after Rio de
important, is seen as a secondary pursuit Park complex is a little different for a Janeiro, and Montico stresses that Neutral’s
after sightseeing,” explains Montico. retail store, Montico says that it is a great objective -- along with the other companies
According to Montico, 3.5 million incentive for people to come and shop with that work in the park --is to give visitors
Brazilians plus another 700,000 them. In fact, the Dreams Park company another reason to remember their stay in
international travelers visit Iguaçu every has just announced a R$60m investment to the area.
year, compared to one million Argentines bring more attractions to the park, which “We are convinced that the new store
who visit Puerto Iguazú in Argentina. will coincide with the opening of the store. will give all our shoppers the very best
“So, with all the data in hand we A House of Terror, Hollywood retail experience,” he concludes.

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