Weighing up the role of wellbeing (continued)
How do you think the channel can and should engage with travelling consumers to ensure a sustained recovery?
Miriam Ciantar (Baroque & Rose): Travel industry stakeholders need to boost passenger confidence in travelling. Consumers need consistency, a unified message, and not each individual country implementing its own rules. The blanket 14-day quarantine measures in place make it impossible to travel. Being given only 48 hours (or less) notice of quarantine restrictions is ridiculous and will only negatively impact the most affected sector of the pandemic, namely travel.
Christine Keeling (Long Haul Spa): Encouragement and motivation to travel, spend and enjoy, while taking appropriate safety precautions, will be crucial. More creative uses of digital retail should be explored and the ability to buy online for delivery at gate, seat or at home should be enhanced. This includes digital shopping onboard with pickup on arrival or delivery to destination. There won’t be a sustained recovery without a unified travel market. Governments need to work together to ensure that an open border is an open border. If travellers are concerned that a border is going to suddenly close and keep them away from home or force them to return home mid-trip, people are just not going to risk travelling.
Elena and Giulia Sella
Make Sure Co-Founders Elena and Giulia Sella: Your product or service should respond to a need. If you offer a solution to a specific pain point for consumers, then you’re already halfway. We have focused our energy on travel-friendly self-care, which is an essential product but also high quality, wonderfully-scented and aesthetically pleasing.
Another tool for boosting engagement is to surprise. You must offer novelty, creativity and entertainment in order to create memorable experiences in the world of travel retail.
We see more people adopting conscious and attentive mindsets, on both the supplier side and consumer side. Quality and efficiency will be become more important than ever and when these meet great aesthetics, a sustainable footprint and a strong brand values — your brand will be able to succeed no matter how difficult the crisis.
Sandrine Tesnière (Johnson & Johnson): According to travel retail research company M1ndset, 45% of international travellers will refrain from testing/trying any form of products in duty free shops airports post COVID-19. Therefore, the industry needs to embrace new ways for consumers to interact with brands – not just beauty but across all categories. I expect that we will see virtual make-up and skincare trials, reliance on dermatologists’ recommendations, virtual testing and touchless experiences.
Eric Armengou and Hugo Rovira (Haan): Everything that has to do with travel retail products must fit into the new normal, because we need to rebuild traveller confidence. The role of travel retail should be to educate and the consumer on health and safety measures and to encourage them to act responsibly. It is important to make people regain confidence when traveling, and to do so, they must be able to find personal care products at the airport.
Clara Bae (TonyMoly): Customer engagement is becoming extremely important in such a competitive and contactless environment. Travel retail needs to engage with customers prior to their journey, whether that be through online, digital or social media. By doing so retailers and brands can give customers more reasons to shop, particularly during these uncertain times. Customers will return to stores once they can be assured that the retail environment is safe.
TonyMoly: From South Korea to the world at the Virtual Travel Retail Expo
Sid Katari (Oribe): It is important to over-communicate with travelling consumers to let them know that their safety is the priority for the industry. Consistent contact with travellers via email or on social media is crucial for them to understand the safety measures that are in place, which will in turn encourage them to return once it is safe to do so. As regions around the world continue to open up, I have confidence that the travel retail channel will make a full recovery.
Neil Ebbutt (Rituals): Since our ability to physically engage with consumers is compromised, I think the digital and online experience becomes crucial. We have to leverage this to bring our brand story to life and to maintain that emotional connection we have worked so hard to build with our customers over the years.
As COVID-19 struck, we pivoted extremely quickly in our domestic business to fulfil orders through online channels and that resulted in a significant increase in the contribution of online to our overall business. There are a lot of learnings we will apply in our travel retail stores as the skies begin to open up.
Marion Bruimaud (Nuxe): This is challenge we are all working on together. While COVID-19 remains a threat, airports, retailers and brands will have to find ways of delivering a shopping experience with minimum human contact. This is completely opposite to the kind of shopping we have all been working to perfect, where physical engagement and interaction have been a vital component of the experience. However, if we want confidence in shopping to be fully restored then we have work with the reality in front of us — and that reality means engagement at a distance. So, retail technology innovation will play a huge part in helping encourage passengers back into our travel retail stores.
Nicolas Rimeau (Filorga): With fewer people travelling, the penetration and conversion rates appear will become even more crucial. In a digitalised world where consumers have all the information on their smartphone, people are looking for a seamless and differentiating experience (the standardisation era is definitively over). We have to offer them much more reasons to shop in travel retail than just prices and promotions. Creating a differentiated experience is a responsibility shared by airports, retailers and brands all together as the three interdependent parts of the same ecosystem.
Javier Estrada and Carla Armengou
Javier Estrada and Carla Armengou (Beter): Listening to the customer and offering products that can satisfy their evolving needs is the only way to ensure a sustained recovery. In our area of expertise, the insights we have obtained through market research show the profile of a post-COVID traveller who will own his own personal care and hygiene tools. These products need to be portable and travel-friendly and travellers will also demand products that are lightweight, premium and compact. Our Beter manicure kits and Haan pocket hand sanitisers are a great example of this. Our multi-functional products, which include a pocket mirror with light and built-in tweezers, is another example of a personal care tool that’s both travel-friendly and space-efficient.
The Moodie Davitt eZine Issue 284 | 30 September 2020
The Moodie Davitt eZine is published 12 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 firstname.lastname@example.org