{"id":1000,"date":"2015-10-02T16:12:11","date_gmt":"2015-10-02T16:12:11","guid":{"rendered":"http:\/\/brandglobalshopper.com\/?page_id=1000"},"modified":"2015-10-12T14:35:38","modified_gmt":"2015-10-12T14:35:38","slug":"brands-strategies","status":"publish","type":"page","link":"https:\/\/brandglobalshopper.com\/?page_id=1000","title":{"rendered":"Brands strategies"},"content":{"rendered":"<p>[et_pb_section admin_label=&#8221;section&#8221; fullwidth=&#8221;off&#8221; specialty=&#8221;off&#8221;][et_pb_row admin_label=&#8221;Row&#8221;][et_pb_column type=&#8221;4_4&#8243;][et_pb_text admin_label=&#8221;Text&#8221; background_layout=&#8221;light&#8221; text_orientation=&#8221;left&#8221; text_font=&#8221;|on|||&#8221; text_font_size=&#8221;25&#8243; use_border_color=&#8221;off&#8221; border_color=&#8221;#ffffff&#8221; border_style=&#8221;solid&#8221;]<\/p>\n<p>What are brands&#8217; strategies in Travel Retail?<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=&#8221;row&#8221;][et_pb_column type=&#8221;4_4&#8243;][et_pb_text admin_label=&#8221;Text&#8221; background_layout=&#8221;light&#8221; text_orientation=&#8221;left&#8221; use_border_color=&#8221;off&#8221; border_color=&#8221;#ffffff&#8221; border_style=&#8221;solid&#8221;]<\/p>\n<p>In a duty free airport environement, unlike in a domestic market,\u00a0 brands not only have a small window of opportunity to attract customers and convert sales, but they also need to adapt to consumers&#8217; different shopping habbits, while facing fierce competition from other brands.<\/p>\n<p>Succesful brands, regardless of their sector of activity, need to adapt their strategies to the travel retail environement in order to gain a competitive advantage.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=&#8221;Row&#8221;][et_pb_column type=&#8221;4_4&#8243;][et_pb_image admin_label=&#8221;Image&#8221; src=&#8221;http:\/\/brandglobalshopper.com\/wp-content\/uploads\/2015\/09\/G\u00e9nifique-TR.png&#8221; show_in_lightbox=&#8221;off&#8221; url_new_window=&#8221;off&#8221; animation=&#8221;left&#8221; sticky=&#8221;off&#8221; align=&#8221;center&#8221; force_fullwidth=&#8221;off&#8221; always_center_on_mobile=&#8221;on&#8221; use_border_color=&#8221;off&#8221; border_color=&#8221;#ffffff&#8221; border_style=&#8221;solid&#8221;] [\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=&#8221;section&#8221; fullwidth=&#8221;off&#8221; specialty=&#8221;off&#8221; background_color=&#8221;#ffffff&#8221; inner_shadow=&#8221;off&#8221; parallax=&#8221;off&#8221;][et_pb_row admin_label=&#8221;row&#8221;][et_pb_column type=&#8221;4_4&#8243;][et_pb_text admin_label=&#8221;Text&#8221; background_layout=&#8221;light&#8221; text_orientation=&#8221;left&#8221; use_border_color=&#8221;off&#8221; border_color=&#8221;#ffffff&#8221; border_style=&#8221;solid&#8221;]<\/p>\n<h3>Successful brands in the Travel Retail market all excel at&#8230;<\/h3>\n<ul>\n<li><strong>Capitalizing on big data<\/strong> available from aiports and retailers to segment, target and cater to the needs of the global shopper<\/li>\n<li><strong>Understanding the airport environment<\/strong> and adapting their merchadising and point-of-sale communication accordingly<\/li>\n<li><strong>Attracting and engaging global shoppers<\/strong> by rolling-out high-impact marketing tactics<\/li>\n<\/ul>\n<h3 data-canvas-width=\"364.0101666666666\">Successful brands, regardless of their sector, use specific Travel Retail strategies such as:<\/h3>\n<ul>\n<li>\n<div data-canvas-width=\"290.6731666666666\">Developing &#8220;travel exclusive&#8221; or &#8220;limited edition&#8221; products to invite purchases based on exclusivity and scarcity<\/div>\n<\/li>\n<li>\n<div data-canvas-width=\"339.25649999999985\">Adapting product displays to target global shoppers by nationality and peak travel times<\/div>\n<\/li>\n<li>Running in-store animations, tastings, promotions and events to invite global shoppers into the brand universe<\/li>\n<li>Adapting in-store and outdoors communication to address the global shopper in his\/ her own language<\/li>\n<\/ul>\n<h3 data-canvas-width=\"364.0101666666666\">Main segments sold in Travel Retail:<\/h3>\n<p>&nbsp;<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=&#8221;Section&#8221; fullwidth=&#8221;off&#8221; specialty=&#8221;off&#8221;][et_pb_row admin_label=&#8221;row&#8221;][et_pb_column type=&#8221;1_4&#8243;][et_pb_circle_counter admin_label=&#8221;Circle Counter&#8221; title=&#8221;Perfumes and cosmetics&#8221; number=&#8221;28&#8243; percent_sign=&#8221;on&#8221; 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fullwidth=&#8221;off&#8221; specialty=&#8221;off&#8221; background_color=&#8221;#ffffff&#8221; inner_shadow=&#8221;off&#8221; parallax=&#8221;off&#8221;][et_pb_row admin_label=&#8221;row&#8221;][et_pb_column type=&#8221;1_3&#8243;][et_pb_blurb admin_label=&#8221;Blurb&#8221; title=&#8221;Perfumes and cosmetics&#8221; url_new_window=&#8221;off&#8221; animation=&#8221;off&#8221; background_layout=&#8221;light&#8221; text_orientation=&#8221;center&#8221; use_icon=&#8221;off&#8221; font_icon=&#8221;\ue01d&#8221; icon_color=&#8221;#a8a8a8&#8243; use_circle=&#8221;on&#8221; circle_color=&#8221;#ffffff&#8221; use_circle_border=&#8221;on&#8221; circle_border_color=&#8221;#e0e0e0&#8243; icon_placement=&#8221;top&#8221; image=&#8221;http:\/\/brandglobalshopper.com\/wp-content\/uploads\/2015\/10\/cosmetic.jpg&#8221; use_icon_font_size=&#8221;off&#8221; use_border_color=&#8221;off&#8221; border_color=&#8221;#ffffff&#8221; border_style=&#8221;solid&#8221; url=&#8221;http:\/\/brandglobalshopper.com\/?page_id=862&#8243;] [\/et_pb_blurb][\/et_pb_column][et_pb_column type=&#8221;1_3&#8243;][et_pb_blurb admin_label=&#8221;Blurb&#8221; title=&#8221;Wines and spirits&#8221; url_new_window=&#8221;off&#8221; animation=&#8221;off&#8221; background_layout=&#8221;light&#8221; text_orientation=&#8221;center&#8221; use_icon=&#8221;off&#8221; font_icon=&#8221;v&#8221; icon_color=&#8221;#a8a8a8&#8243; use_circle=&#8221;on&#8221; circle_color=&#8221;#ffffff&#8221; use_circle_border=&#8221;on&#8221; circle_border_color=&#8221;#e0e0e0&#8243; icon_placement=&#8221;top&#8221; image=&#8221;http:\/\/brandglobalshopper.com\/wp-content\/uploads\/2015\/10\/spirit.jpg&#8221; use_icon_font_size=&#8221;off&#8221; use_border_color=&#8221;off&#8221; border_color=&#8221;#ffffff&#8221; border_style=&#8221;solid&#8221; url=&#8221;http:\/\/brandglobalshopper.com\/?page_id=867&#8243;] [\/et_pb_blurb][\/et_pb_column][et_pb_column type=&#8221;1_3&#8243;][et_pb_blurb admin_label=&#8221;Blurb&#8221; title=&#8221;Fashion and accessories&#8221; url_new_window=&#8221;off&#8221; animation=&#8221;off&#8221; background_layout=&#8221;light&#8221; text_orientation=&#8221;center&#8221; 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In a duty free airport environement, unlike in a domestic market,\u00a0 brands not only have a small window of opportunity to attract customers and convert sales, but they also need to adapt to consumers&#8217; different shopping habbits, while facing fierce competition from other brands. Succesful brands, regardless of [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"open","ping_status":"open","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"_links":{"self":[{"href":"https:\/\/brandglobalshopper.com\/index.php?rest_route=\/wp\/v2\/pages\/1000"}],"collection":[{"href":"https:\/\/brandglobalshopper.com\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/brandglobalshopper.com\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/brandglobalshopper.com\/index.php?rest_route=\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/brandglobalshopper.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1000"}],"version-history":[{"count":14,"href":"https:\/\/brandglobalshopper.com\/index.php?rest_route=\/wp\/v2\/pages\/1000\/revisions"}],"predecessor-version":[{"id":1210,"href":"https:\/\/brandglobalshopper.com\/index.php?rest_route=\/wp\/v2\/pages\/1000\/revisions\/1210"}],"wp:attachment":[{"href":"https:\/\/brandglobalshopper.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1000"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}