International/Global Travel Retail. There is an old marketing adage, called ‘the rule of seven’, that says a shopper needs to see or hear a marketing message at least seven times before they act and make a purchase. Of course, the number seven is debatable, but there is no doubt the more someone sees a brand and its communication the more they are aware of it and therefore the more likely they are to buy it. Global travel retail (GTR) is a great place for brand owners to expose travellers to a brand’s message multiple times.
In the airport channel, the travel-retail store immediately springs to mind for spirits brand owners as the place to be seen and available in and therefore, often this is the only place they think about. I would encourage them to think of the steps a traveller makes from the point they book their airline ticket to returning home after their trip. These steps can be thought of in terms of multiple touchpoints a traveller could have with a brand.
In the airport context, the term ‘travel trail’ is a nice way to think of this journey. [Editor’s note: This concept was originally conceived by then-head of Bacardi Global Travel Retail Jose Chao 20-years-or-so ago.] There are seven key ‘places’ along this trail where brand owners have a great opportunity to make their brands known and available to potential consumers and shoppers. You could think of this as ‘the travel-retail rule of seven’.
1. Before travel
Travellers are increasingly considering what they will buy at the airport travel retail store or onboard their flight before they leave home, so being present and visible on retailer websites is very important. This could well be the first ‘place’ a traveller will go to on their travel trail, therefore it is important that a brand’s message, look and feel online is consistent with what the traveller will also see in the airport store. With click-and-collect or shop-before-you-fly options becoming increasingly available and promoted, this is a key touchpoint.
Brand owners can play a big part by using their social media and PR channels to make travellers aware of what they will see at the airport store. This is particularly relevant for travel-retail exclusive products and limited editions or collectibles. If a product is desirable and collectible, it is not unfeasible that someone will purchase an airline ticket just to be able to purchase it!
2. At the departure airport
There are multiple touchpoints landside and airside for brand owners to showcase their brands to travellers. There are many media opportunities dotted all over an airport to advertise a brand. The bars, restaurants and hotels in airports are perhaps obvious places for spirits brands to be visible and available for purchase. However, they are often neglected by GTR teams since they are supplied by domestic customers. Brand owners who connect GTR and domestic teams together and work in synergy are likely to be the more successful ones.
At airports where in-store sampling is not permitted, bars potentially play an even more important role as a place to direct shoppers to for brands to be sampled. Lounges are another key touchpoint on the trail where brands can be showcased and sampled and maybe also a great place to make travellers aware of special promotions in the airport store or on their flight. Of course, the travel-retail store is at the top of this list of touchpoints offering opportunities to communicate brand messages through people, display, experiential and sampling activity and presents an important full-bottle purchase opportunity.
3. In the air
Travellers may have the opportunity to purchase a brand from the inflight catalogue. There may also be opportunities to advertise a brand on the airline entertainment system with educational or advertorial-style content. Complimentary or purchased drinks options present an excellent sampling opportunity and a memorable consumption moment along the travel trail. Airlines that have bars onboard their long-haul planes take the opportunity up a notch by giving travellers the chance to enjoy their favourite brands, try new ones or have a cocktail experience in the sky.
4. At the destination
The travel trail continues once a passenger disembarks. There might be an arrivals store where there is another opportunity to see and purchase a brand. Just imagine how powerful it would be if the brand you saw at your departure airport was available in the bars you go to at your destination and is being communicated and promoted with the same message.
5. & 6. At the return airport and in the air
Steps five and six are a repeat of steps two and three, allowing the opportunities for a traveller to be exposed to a brand to be multiplied even more. Brand owners should keep their brand communication consistent at all touchpoints along the travel trail, despite it being in different countries and travellers potentially having different reasons to make a purchase depending on where they are along the trail.
7. Back at home
In theory, the more times a traveller is exposed to a brand along the travel trail, the more likely they will buy it during their trip. The ultimate prize is that they also buy it when they return home and tell their friends about the experience they had with the brand on their travels. I encourage all spirits brand owners to think about what the travel-retail rule of seven looks like for them. With so many opportunities to expose a brand to so many people, the most difficult part is choosing which touchpoints to focus on. What a nice problem to have! GDI
Global travel-retail veteran and emerging markets spirits business specialist Tim Young heads a beverage consultancy in London called Young Spirit Consulting. Email [email protected]
