Tallink Duty Free

Talking points at Tallink Duty Free

This week Tallink Grupp gathered business partners to celebrate the recent launch of its new MyStar vessel and the opening of 2,500sq m of well-executed retail space onboard. Dermot Davitt, who was on location with Tallink in the Baltic Sea, examines some of the onboard highlights and key talking points.

The digital dynamic

An unmissable feature of the new environment is the level of digital engagement. This runs from LED screens dotted through each category to the eye-catching promotional space with its wraparound display. It is especially impactful as you descend from level eight to seven in the heart of the shopping area. Currently housing campaigns and launches from Toblerone, Finlandia, Lancôme and Lombard wines, you can see why other brands are clamouring for month-long spots in this zone, both for sampling and for the chance to engage the traveller through technology.

Engagement via digital is now just about the store: pre-order and web shop offers are closely connected to driving loyalty (Tallink has 2.9 million Club One members) through regular communications with consumers.

Beauty to the fore

The 500sq m of perfumes & cosmetics on level eight represents a new standard for beauty in the regional maritime travel retail market, brand owners told us. You can see why. Alongside the chance to use the large LED screens, there are high-impact back walls and gondolas that allow better showcasing of brands than you’ll see in most ferry retail environments. Consumers will find an unexpected breadth of range and newness aplenty, including skincare from Estonia or Finland with strong sustainability credentials, alongside a solid international brand range.

Shop-in-shops for key brands La Mer, Jo Malone and Kiehl’s are a particular highlight, with La Roche Posay – a first for the cruise ferry business in Europe – and Kylie Cosmetics, a first for the retailer onboard, adding further lustre.

Regional flavour

The expansive Nordic Corner on deck seven allows many regional brands to shine in generous space not normally associated with the cruise ferry business. Finnish character Moomin carries huge international appeal, which Tallink aims to tap into with a dedicated zone plus a fun photo opportunity with the Moomin ‘family’ of characters. Finnish brands such as design house Marimekko and Globe Hope also feature prominently, as does powerhouse Danish brand Lego.

A fresh view of fashion

Nobody can argue that Tallink is under-indexing on men’s fashion on this ship. Of the 700sq m of fashion & accessories, a big area on deck eight is devoted to men’s apparel, shoes and other items, where brands such as Gant, Camel, Tommy Hilfiger, Superdry and Lindberg of Denmark are prominent. Brands that have high youth appeal such as Vans, Jack and Jones, New Era and Only offer further variety.

Women’s luxury of course receives strong treatment too, with Furla, Coccinelle, Bally, Coach, Samsonite Victorinox, Swarovski, Gucci, St. Laurent, Michael Kors, Prada and Versace in focus.

Further on, a fashion pop-up area (currently housing Calvin Klein) features a regularly changing selection of goods that are exclusive to MyStar within the Tallink fleet.

A haven for wines & spirits

Wines across price points, regions and styles represent another stand-out feature of MyStar, and certainly exceed in space and variety what you’ll find at many leading airports.

Within spirits, there is room for single malts alongside standard whisky ranges and Cognacs popular with regional travellers including Larsen and Renault. A fine selection of gins, including some novelties, suggests a category that still has a big role to play in driving growth in the spirits business.

Special editions

Tallink has striven to surprise across the offer, with every category housing some ranges that can only be found on this ship, or on its fleet. Regular travellers will be familiar with Tallink’s own branded chocolates, a staple of the assortment for a long time, but there is much more besides, including special onboard editions from Fazer and Toblerone.

Drinks products exclusive to MyStar include Veuve Clicquot MyStar Champagne, Estonian handcrafted Junimperium MyStar Special Edition gin, MyStar flagship Cognac by Larsen and Teerenpeli MyStar special edition single malt whiskey.

Sustainability

Tallink’s big focus on sustainability in the materials used onboard and in how the ship was built translates to the retail arena and offer. Mondelez World Travel Retail built a major unit in the centre of the confectionery area (below) using only recycled materials. There are many stories of sustainable products that chime with the retailer’s ethos too, whether it’s Natty organic craft nut butters, Remedyway treats from certified organic farming or Meki dried berries, or many more examples.

*For our online story in words, images and videos, please click here.

The Moodie Davitt eZine Issue 319 | 20 January 2023

The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail kristyn@moodiedavittreport.com