Travel Retail Exclusives
Striving for a point of difference
This feature focuses on the vital travel retail-exclusive market, and highlights a selection of recent eye-catching launches in the channel.
Variety, differentiation and surprise are more important elements in the travel retail mix than ever. That’s what we are hearing from those in the industry about the role of travel retail exclusives.
They play a key role in communicating value, in promoting gifting and in meeting traveller demand for novelty. They can also help premiumise the range and deliver talking points that engage shoppers. They should encourage discovery too, a vital, much-talked-about impulse among consumers today, especially the younger generation.
The Macallan Colour Collection launched this year across multiple markets as the prestige Scotch whisky brand marked its 200th anniversary
Speaking to us recently, Gebr Heinemann Chief Commercial Officer Inken Callsen highlighted the power of exclusives and promotions, notably in sectors such as spirits and confectionery.
“Premiumisation is still important but it’s about having a differentiated offer, it’s not about raising prices on mid-level items,” she said.
In a recent interview, ARI Global Head of Beauty Deirdre Devaney highlighted the importance of delivering something different and special, often via gifting.
“As our customer passes through our stores on their journey, we know that gifting is an important purpose for them and that selecting gifts is more than just a transaction. It represents the bond and connection between people, and we understand the importance of making that experience an enjoyable one. We ensure that our offering includes a wide range of options suitable for anyone, even for self-gifting.”
Creating in-store theatre and surprise with Elizabeth Arden
Exclusives play a key role in the cruise sector, too, as Harding+ noted in our May eZine.
The company said: “For each new or refurbished ship, the opportunity to look afresh at brands and products that have never been sold on that cruise line, or have never been sold at sea at all, creates fresh energy, guest hype and anticipation, and opportunities to do something new. All partners win: cruise line added value, guest intrigue and brand opportunity to add levels of understanding and immersion behind their product or range.
“When bespoke blends of classic drinks brands land exclusively, the taste and trial experience bleeds from retail into onboard bars and serves. When pioneering newer brands arrive, the energy of a founder or ambassador often accompanies that launch to maximise the stand out and storytelling.”
That element of being first to market, or only available in one location, remains a compelling part of the wider travel retail proposition.
In this section we feature some eye-catching recent examples of exclusives that stand out for their creativity and points of difference.
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The Moodie Davitt eZine
Issue 336 | 20 August 2024
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