Schiphol Plaza has two shopping areas inside the airport, but the problem is that the one from the Arrivals Terminal had 40% less sales than on the other side.
Our client assumed that people don’t want to do shopping because they are in a hurry to catch their plane.
What we discovered after talking to people was completely different. Most of the people arrived with enough time in advance, so that was not the problem. The truth was that prices were too high and store assistants didn’t take enough time to help them with making the right choices.
With these new insights, we discussed with store assistants to see why they do not pay attention to customers. It appeared that they were not trying to do a good job because there was no recognition from managers when they did so.
The solution came from organizing a workshop with the managers, the store assistants, travelers and experts in retail. They worked together to come up with solutions that would make everyone happy. Results were that sales increased by 36% in a three-month period.