Whenever I travel, I feel a sense of excitement. Travel is an adventure, whether for business or leisure, and it doesn’t matter what mode of transport you’re taking. Step into an airport, ferry, cruise line, plane or border store and your mindset changes. You’re in discovery and exploration mode.
Global Travel Retail (GTR) is, therefore, a superb place to meet and experience brands.
Some of you may be familiar with a phrase I’ve used before to describe the world of spirits brands in GTR: ‘the on-premise of the off-premise’. In domestic markets, the on-premise has traditionally been where spirits brands are built. Bartenders recommend brands, consumers can try brands in a drink rather than buying a full-sized bottle, and brands can run brand education and experiential activity.
GTR offers this, plus more, in an environment that is often much more premium and exciting than a domestic retail outlet. Generally, travellers have more time than in their local supermarket to learn about a brand (many are even looking for ways to kill time) and they’re receptive to new products and ideas.
Another advantage GTR has over the on-premise on a busy night is that there’s a better chance a brand message will stick with consumers. The channel offers a superb opportunity to bring brands to life and give travellers exciting and memorable experiences. This could be in the form of promotions, displays or personal selling. What makes them special is that they’re experiences travellers will remember and, therefore, have a high chance of converting them to shoppers.
When thinking about GTR as the on-premise of the off-premise, then, here are four suggestions for spirits brand owners and GTR retailers to think about.
Get super-creative
Now, more than ever, is the time to be super-creative. The GTR environment is a perfect place to wow travellers with brand activations they’ll remember. Many spirits brands focus on taste and visual imagery. Add touch and smell to these and the experience will be even more powerful.
Brand experiences need to be relevant not only to a brand’s DNA, but also to the environment. Brands that make their experiences part of the traveller’s journey often create an extra sprinkle of magic for them.
Creativity also includes finding relevant partners to work with. Examples could be other wine or spirits brands that are ingredients in cocktails made with the promoted brand and quality garnish or drinkware products. This may also provide a trade-up opportunity by giving travellers the option to purchase all the ingredients needed to make the drink they’ve just sampled while they’re away or when back at home.
Look beyond the airport channel
Spirits brand owners shouldn’t limit their brand experiences to big-airport, high-profile promotions. All GTR channels have the opportunity to be like the on-premise of the off-premise. A recent ferry trip across the English Channel got me thinking about the opportunity to run a brand activation on board in the duty-free store. The only activity taking place was the usual discount promotions, yet the ferry was packed with travellers and, like me, they were all looking for something to occupy their time and entertain them.
Let’s also not forget that there are many on-premise locations in GTR that offer the chance of linked activity with GTR stores. For example, purchase a drink in a bar and receive a special offer when the brand is purchased in the GTR outlet, and vice versa. This is something I’ve rarely seen, no doubt because it’s harder to make happen and execute, but I would argue it’s worth testing and making the effort.
Use tested techniques from the domestic on-premise
Brand owners should use techniques they’ve seen work in the domestic on-premise. This includes creating advocates in GTR stores and at other consumer touchpoints. Training shop staff, airline, ferry and cruise crew, promoters and brand ambassadors and motivating them to talk about – and sell – spirits brands is very important.
Drinks and samples should be served in a premium way and using a brand’s perfect serve. Good-quality glassware, ice and fruit garnishes make a big difference as opposed to using plastic shot glasses and warm liquid. The growing trend for consumers to make cocktails at home makes GTR a great place to educate them on how to do so. Finally, spirits brand owners should make their activations fun and interactive, just as consumers would expect in the on-premise.
Facilitate Social Media sharing and shopper reviews
Consumer advocacy is a wonderful outcome of brand experiences in GTR and should be facilitated. The benefits that come when consumers share their experiences with others shouldn’t be underestimated. Opportunities should be given for travellers to share what they’ve seen on Social Media and to write reviews. This can be done by using feedback or visitor books or online devices around the activation itself. Giving consumers information they can share with friends both on and offline can also help in creating shopper advocacy.
Brand owners who are super-creative, think beyond airports, use tested on-premise techniques from domestic markets and understand the power of creating consumer advocacy will help ensure that GTR is much more than an off-premise shopping experience; they’ll make it the most exciting channel there is to purchase spirits brands.
This article was originally published in October’s issue of Global Drinks Intel magazine. For more details, including how to subscribe, click here.
