Travel retail exclusives special report
Success stories
Here, brands across multiple categories discuss their most successful recent travel retail exclusive products and why they were so effective.
Lindt & Sprüngli Global Duty Free Division Head Peter Zehnder: “Our most effective exclusives are our global Lindt bestselling items, such as the Lindor Tubes, the Assorted Napolitains Carrier Boxes or 300g Goldbars. New launches and developments within these well-loved ranges are the most successful because they are ideal for many occasions such as sharing, gifting or simply enjoying as a treat.”
Rituals Travel Retail Director Neil Ebbutt: “The travel retail exclusive pouches have been very popular with customers due to their accessible price point and convenient format. Each pouch contains different travel essentials, such as shampoo and body wash, that are under 100ml. The luxurious velvet pouch with magnetic closure can also be used afterwards, as a make-up bag for example.”
Nestlé International Travel Retail General Manager Stewart Dryburgh: “The launch of KitKat Senses has been very successful and well received across the industry for its innovative approach to new flavours and gifting options. Currently we have a KitKat Senses Dessert Counter sampling station as part of our Chinese New Year promotion at Singapore Changi Airport.”
Mars International Travel Retail Category Director Raghav Rekhi: “M&M’s Salted Caramel has been very successful in attracting travellers to the brand, which is the role of any limited edition. Our travel-exclusive tins from our M&M’s and Skittles brands have been successful over the longer term. Together, they helped us to achieve significant growth for tin-packaged products in travel retail last year. We are shortly to boost this segment further with tins from two of Mars’ most popular brands – Celebrations and Maltesers – in 2020. Also noteworthy is the use of a travel-exclusive New York artwork sleeve to cover each bar of our M&M’s block sold as part of a three-month campaign at John F. Kennedy Airport.”
Nuxe Global Travel Retail Director Marion Bruimaud: “We launched two anti-ageing travel retail-exclusive sets last summer: My Booster Kit with the Crème Prodigieuse Boost range and My Anti-Aging Kit with the Nuxuriance range. Both have been successful in duty free shops and more airlines are listing them onboard.”
Godiva Global Travel Retail & Continental Europe Channel Marketing Director Leen Baeten: “One of the most effective travel retail-exclusive launches in 2019 was the launch of the 28pcs Chocolate Domes. Its objective was to expand our business beyond gifting with a relevant sharing proposition, and the product has become one of our top five SKUs, holding a strong position next to some of our key gifting SKUs. The execution of the launch was very successful with over 200 activities across the world, as well as more than 30 HPPs. That kind of investment is necessary to build distribution. In order to further build our offer in the sharing segment, we are introducing new formats and flavours.”
Ricola Vice President Region Middle East & Travel Retail Andreas Reckart: “Once we launched our world-famous Swiss herb drops in exclusive formats, sales took off. I believe that’s a clear message from travellers that this is what they are looking for and obviously this is what we will continue launching going forward.”
Kurate International Senior Marketing Executive Katrina Hughes: “The Over the Rainbow set has proved extremely successful, being popular with all our customers, and the first ever Belle & Beau set to have been listed in all three colourways: gold, silver & rose gold.”
Nuwave Channel Partners CEO Hoj Parmar: “A good travel retail exclusive would be our 10,000mAh Powerbank listed with easyJet, which achieved great results in 2019. It has been so successful that we are launching three more exclusives with this customer for the 2020 Spring/Summer season.”
Leonidas Travel Retail Global Account Manager Nelly Sannwald: “Previous travel-exclusive launches covered the expansion of our range into premium gifting, where both concepts honoured one specific chocolate category, namely our ganache-only collection and our dedicated Gianduja box. Both of these are performing very well.”
Dr. Ci:Labo Head of Marketing Media and Digital Travel Retail Sandrine Tesnière: “We are seeing very good traction and demand for our Super 100 series EGF duo 30ml and Quattro 10ml – the small formats are perfect for travellers. Like all Dr. Ci:Labo products, it is backed by significant science-based innovation; it is this expertise and superiority in medical-grade skincare that keeps people buying our products.”
Ferrero Travel Market Division Head of Marketing Davide Barresi: “The most-anticipated novelty for 2020 for us is, without doubt, Kinder Maxi T18. We have built a strong story around the SKU based on the love story between Milky and Schoki. The product was successfully presented in Cannes last October and we are currently rolling it out. It is already getting strong positive feedback from retailers.”
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The Moodie Davitt eZine
Issue 277 | 24 February 2020
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