Travel Retail is a challenging space for brands to communicate with their shoppers effectively in. Shoppers have limited time and brands have limited space to land their brand story and encourage purchase.
We helped Pernod Ricard Europe develop a strategy to solve this category problem.
HOW WE CHANGED THE GAME
We developed a strategy which focused on creating owned spaces for the brand in Travel Retail. Areas like the Golden Beacon at Schiphol Airport were used to showcase prestige ranges and deliver added shopper services via brand ambassadors, sampling and customising tools.
Limited Edition packaging was also leveraged to add stand-out and add value to the shopper experience.
1.4m Limited Edition packs sold via Travel Retail in 32 markets
DOMINATING THE CATEGORY
The Golden Beacon now represents 40% of all category sales in its terminal