{"id":2250,"date":"2021-11-11T09:54:03","date_gmt":"2021-11-11T09:54:03","guid":{"rendered":"https:\/\/www.echolution.com\/?p=2250"},"modified":"2021-11-18T16:35:10","modified_gmt":"2021-11-18T16:35:10","slug":"tfwa-we-global-travel-retail-regroups","status":"publish","type":"post","link":"https:\/\/www.echolution.com\/it\/news\/tfwa-we-global-travel-retail-regroups\/","title":{"rendered":"TFWA WE: il Global Travel Retail si Raggruppa"},"content":{"rendered":"

Una recensione della conferenza della Tax Free World Association World Exhibition a Cannes. <\/strong><\/p>\n\n\n\n

L'industria globale del retail di viaggio si \u00e8 riunita ancora una volta alla conferenza Tax Free World Association (TFWA) World Exhibition di Cannes del mese scorso, dove partner di marchi, rivenditori duty-free, aeroporti, compagnie aeree, compagnie di crociera e media hanno potuto ricordare cosa significasse il networking faccia a faccia dopo una pausa di due anni. <\/p>\n\n\n\n

I CEO evidenziano una mentalit\u00e0 di ripresa<\/strong><\/p>\n\n\n\n

Nella sessione plenaria di apertura della conferenza, diversi relatori hanno dato il via ai lavori con parole positive e con l'impegno da parte dell'industria a unirsi in questa edizione della fiera, pi\u00f9 piccola ma orientata alla ripresa, per sostenersi a vicenda. <\/p>\n\n\n\n

Il presidente del TFWA Jaya Singh <\/strong>ha detto: \u201cI viaggi internazionali sono ancora lontani dall'essere agevoli, ma siamo concentrati su ci\u00f2 che sta accadendo ora. Quest'anno \u00e8 un po\u201d diverso. Diamo voce a molti colleghi del settore, alcuni dei quali quest'anno sono assenti a causa delle restrizioni di viaggio. Ma siamo qui per condividere idee sul settore oggi e guardare al futuro.\u201d<\/p>\n\n\n\n

Andrea Belardini, Global CCO<\/strong> di Dufry<\/strong> Ha affermato che quest\u2019anno a Cannes si registrano segnali di ripresa, un ritorno alla normalit\u00e0. \u201cCredo che la natura umana sia resiliente; le persone si sono adattate e, con l\u2019allentamento delle restrizioni, stanno ricominciando a viaggiare e possiamo riconnettarci di nuovo. Il trend \u00e8 incoraggiante. In Dufry abbiamo 70% dei nostri negozi aperti, il che corrisponde a una capacit\u00e0 di vendita pari a 80%. Prevediamo che quest\u2019anno la nostra fiducia nel mercato crescer\u00e0 nuovamente e che potremo dare il via a piani di investimento attesi da tempo. Ci riuniremo con i colleghi per capire in che modo la pandemia abbia modificato le esigenze dei viaggiatori.\u201d<\/p>\n\n\n\n

Il Direttore Generale di L'Or\u00e9al Travel Retail Worldwide, Vincent Boinay<\/strong> ha detto il gigante della bellezza <\/em>ribadendo il proprio impegno nel settore del travel retail durante il Cannes: \u201cAbbiamo una solida struttura fondamentale per operare nel travel retail. Cinque punti chiave guideranno la nostra attivit\u00e0 in futuro: il cambiamento nel comportamento dei consumatori, dobbiamo essere incentrati sul consumatore; i dati devono essere condivisi tra tutti i partner, beauty-tech e servizi; la creazione di nuovi accordi per ottimizzare il nostro business per tutti; la bellezza deve essere pi\u00f9 sostenibile, con trasparenza per tutti.\u201d<\/p>\n\n\n\n

Vinay Golikeri, Managing Director di Bacardi Global Travel Retail<\/strong>, ha dichiarato che Bacardi sta adottando una visione a lungo termine per la ripresa. \u201cVogliamo reinventare il travel retail, essendo agili, concentrandoci sul nuovo viaggiatore esperto di digitalit\u00e0, \u00e8 necessaria una trasformazione nelle strategie omnicanale e digitali, reinventando il GTR come un mercato omnicanale.\u201d<\/p>\n\n\n\n

Max Heinemann, CEO di Gebr. Heinemann <\/strong>ha detto che il business \u00e8 in modalit\u00e0 di ripresa. \u201cGuardare avanti significa essere consapevoli di ci\u00f2 che la pandemia ci ha insegnato, dal modello di business ai nuovi concetti di vendita al dettaglio, \u00e8 un'opportunit\u00e0 unica nella vita per imparare a sviluppare il nostro business tenendo a mente le nuove aspettative del viaggiatore \u2013 dall'omnichannel al digitale. Ora si tratta di libert\u00e0 di viaggiare, di libera circolazione, le persone hanno il forte desiderio di viaggiare per il mondo.\u201d<\/p>\n\n\n\n

Il CEO del Gruppo DFS Benjamin Vuchot<\/strong> ha affermato che la pandemia ha costretto l\u2019azienda specializzata in duty-free, di propriet\u00e0 di LVMH, a prendere alcune decisioni difficili e che ha cercato di anticipare la portata della crisi. \u201cIl 2021 \u00e8 stato un anno dedicato soprattutto alla ricostruzione in vista del futuro. Il settore \u00e8 pronto a reinventarsi, a mettersi alla prova e a proporre nuove idee. C\u2019\u00e8 un clima di ottimismo; la conferenza dar\u00e0 spazio a nuovi dialoghi.\u00bb. <\/p>\n\n\n\n

Il CEO di DFS Benjamin Vuchot ha partecipato a un Q&A dal vivo discutendo dell'attenzione del rivenditore sul digitale <\/figcaption><\/figure>\n\n\n\n

\u201cSiamo qui per ricostruire meglio. Siamo un fornitore di esperienze, si tratta del digitale. Vogliamo iniziare le comunicazioni pre-partenza attraverso la trasformazione digitale. Il travel retail \u00e8 uno degli unici spazi incontaminati che non ha visto cambiamenti massicci. <\/p>\n\n\n\n

\u201cNon sta cannibalizzando l'esperienza di shopping nel travel retail. Il collegamento anticipato con i viaggiatori consolida la relazione, l'entusiasmo e l'esperienza nello spazio fisico sono ci\u00f2 che ti connette a loro e soprattutto per la prossima volta che torneranno. Ecco perch\u00e9 il digitale \u00e8 importante: per costruire relazioni a lungo termine\u201d, ha sottolineato.  <\/p>\n\n\n\n

Sostegno all'industria<\/strong><\/p>\n\n\n\n

Durante la conferenza stampa di chiusura dell'evento, la TFWA ha definito la conferenza di quest'anno un successo e ha osservato che il sostegno dimostrato dai membri del settore \u00e8 motivo di positivit\u00e0 mentre il settore si riprende. La TFWA ha dichiarato che vi sono stati 272 espositori distribuiti su 263 stand e 3.408 visitatori all'evento, circa la met\u00e0 del numero registrato nel 2019. Inoltre, 35 espositori hanno debuttato all'evento.<\/p>\n\n\n\n

\u201cChe settimana abbiamo vissuto qui a Cannes\u201d, ha dichiarato Singh del TFWA. \u201cGrazie agli oltre 270 espositori che hanno sostenuto l'evento, oltre agli acquirenti, agli agenti e ai proprietari presenti, siamo finalmente riusciti a riprendere l'attivit\u00e0. L'atmosfera \u00e8 stata estremamente positiva ed \u00e8 stato un grande piacere vedere amici e colleghi del settore ricollegarsi dopo cos\u00ec tanto tempo. A nome del TFWA, un sentito ringraziamento a tutti i nostri espositori e acquirenti presenti all'evento\u201d.\u201d<\/p>\n\n\n\n

Il Video recensione TFWA<\/a> \u00e8 ora online. <\/p>\n\n\n\n

<\/figure>\n\n\n\n

Anche se il tema principale era la riunione con colleghi del settore, clienti e partner, l'atmosfera della conferenza di quattro giorni \u00e8 stata di ripresa e positivit\u00e0. C'erano un ottimismo palpabile sia tra gli espositori che tra i dettaglianti, poich\u00e9 le discussioni sul ritorno dei numeri dei passeggeri, l'aumento del traffico aeroportuale e nei negozi duty-free, insieme all'aumento dei budget di marketing, hanno fornito molti spunti di riflessione. <\/p>\n\n\n\n

La community del travel retail ha accolto con favore il ritorno del networking alla TFWA Lounge sulla spiaggia<\/figcaption><\/figure>\n\n\n\n

Il focus dei marchi sui nuovi prodotti<\/strong><\/p>\n\n\n\n

Molti marchi hanno rivelato piani per lo sviluppo di nuovi prodotti e investimenti in esclusive per il travel retail, al fine di offrire novit\u00e0 in un canale che prospera grazie a gamme di prodotti in edizione limitata. <\/p>\n\n\n\n

Marte ITR<\/strong> ha delineato la sua visione per il futuro del travel retail e della crescita all'interno della categoria dolciaria. Durante la conferenza stampa annuale dell'azienda a Cannes, il direttore vendite di Mars ITR, Raghav Rekhi, ha delineato tre pilastri chiave per il marchio: sviluppare ulteriormente la propria offerta di prodotti da condividere e da regalare; essere leader sul mercato nella creazione di esperienze di viaggio divertenti e memorabili; accelerare gli acquisti d'impulso alle casse e oltre.<\/p>\n\n\n\n

Al fine di riempirli, il marchio \u201cporter\u00e0 nuovamente NPD nella categoria\u201d, ha affermato Rekhi. Mars lancer\u00e0 quattro nuove SKU per il 2022: queste includono due nuove tavolette M&M's \u2013 una \u00e8 un nuovo articolo permanente (Nocciola) e l'altra \u00e8 una busta in edizione limitata Salted Caramel \u2013 entrambe rappresentano la convinzione dell'azienda che vi sia un chiaro margine di crescita per le tavolette nel settore del retail di viaggio (ITR). Anche M&M's Salted Caramel e una busta di barrette Twix Salted Caramel beneficeranno di un'attivit\u00e0 di marketing mirata. Le varianti al gusto di caramello hanno registrato ottime performance nei mercati globali, ha affermato Rekhi, e nei test sui consumatori. <\/p>\n\n\n\n

Rekhi ha anche delineato come Mars prevede di convertire i viaggiatori in acquirenti offrendo esperienze di marca memorabili attraverso il divertimento e il coinvolgimento, e fornendo esperienze immersive, momenti fotografici e personalizzazione.<\/p>\n\n\n\n

Mars ha tenuto la sua conferenza stampa annuale in cui l'attenzione si \u00e8 concentrata sulla rivelazione di lanci di nuovi prodotti (NPD) e strategie di coinvolgimento dei consumatori<\/figcaption><\/figure>\n\n\n\n

Bonne Maman<\/strong> presentata al TFWA WE per la prima volta con l'obiettivo di lanciare i suoi iconici prodotti a base di marmellata e biscotti nel canale del travel retail a partire dalla primavera del 2022. <\/p>\n\n\n\n

Il marchio francese sta pianificando una serie di prodotti di fascia alta per i partner del travel retail \u2013 tra cui sofisticati abbinamenti di frutta per nuove confetture aromatizzate e una crema spalmabile al cioccolato in barattoli di medie dimensioni, confezioni regalo di mini confetture e biscotti di lusso che saranno tutti esclusivi per il canale GTR. <\/p>\n\n\n\n

Xavier Sechet, Direttore Esportazioni del marchio, ha dichiarato che la confezione a quadri rossi e bianchi \u00e8 immediatamente riconoscibile e che la gamma di prodotti \u00e8 ideale per espandersi nel canale GTR. \u201cAbbiamo creato espositori POS dedicati e arredi per il retail destinati ai partner del travel retail di maggiori dimensioni. Prevediamo di puntare innanzitutto sul mercato del travel retail nel Regno Unito e in Francia, per poi crescere lentamente e in modo organico in Europa.\u201d<\/p>\n\n\n\n

Bonne Maman si espande nel canale GTR con un'offerta di alta gamma<\/figcaption><\/figure>\n\n\n\n

Un nuovo look per il mondo colorato di Ritter Sport<\/strong> ha debuttato a Cannes, mentre lo specialista tedesco del cioccolato ha lanciato un nuovo concept di design del packaging per una serie di nuovi prodotti esclusivi per il travel retail e un concept di merchandising retail rinnovato. <\/p>\n\n\n\n

Jan Pasold, Managing Director Global Travel Retail, ha dichiarato: \u201cRitter Sport rappresenta molto di pi\u00f9 di un semplice cioccolato colorato. Il nuovo stand espositivo rappresenta il passo successivo per combinare il mondo colorato di Ritter Sport con la nostra attenzione alla sostenibilit\u00e0. Abbiamo lanciato nuovissimi imballaggi in carta e a Cannes festeggiamo la possibilit\u00e0 di presentare ai nostri clienti del travel retail un nuovo concetto di visual merchandising e design del packaging pi\u00f9 olistico per la nostra offerta Travel Retail Edition. Le unit\u00e0 espositive sono coordinate nei colori in base ai diversi prodotti. Questo approccio pi\u00f9 coerente mira a posizionare Ritter Sport come il pioniere della confetteria pi\u00f9 colorato, d'impatto e sostenibile nel travel retail.\u201d<\/p>\n\n\n\n

Ritter Sport ha presentato il suo nuovo imballaggio in carta e il branding in esclusiva GTR<\/figcaption><\/figure>\n\n\n\n

Perfetti Van Melle <\/strong>(PVM) <\/strong>\u00e8 tornata a Cannes quest'anno con una gamma ampliata di prodotti esclusivi per il travel retail provenienti dal suo portafoglio di quattro marchi dolciari: Mentos, Chupa Chups, Fruittella e Look-o-Look.<\/p>\n\n\n\n

“We are back in Cannes to make winning plans with travel retail partners; that means having the right product portfolio, creating appealing and fun promotions and having best-in-class visibility tools,” said Travel Retail Brand Manager, Femke van Veen. <\/p>\n\n\n\n

PVM was in Cannes to underscore its commitment to kids gifting innovation as well as on-th-go refreshment in travel retail with several new product launches, from the kids focused Mentos Candy Fan to the new Mini Mentos Pencil Case and the travel retail channel specific Mentos Jumborolls. <\/p>\n\n\n\n

PVM showcased its high visibility kids gifting ranges<\/figcaption><\/figure>\n\n\n\n

For Champagne Lanson<\/strong> being back in Cannes for physical meetings was an opportunity to underline its key brand pillars and to showcase its two newest cuv\u00e9es – Le Black R\u00e9serve and Le Blanc de Blancs. <\/p>\n\n\n\n

At a media briefing the two premium cuv\u00e9es were launched to press with cheese pairings that emulated a successful Champagne Lanson brand activation that had just concluded at Nice C\u00f4te d\u2019Azur Airport after eight weeks. The pop-up achieved 12 times the sales vs the same period in 2019.<\/p>\n\n\n\n

Champagne Lanson Global Marketing & Communications Director Guillaume Truchot told GTR media that the company\u2019s goal is to promote the high quality of its Champagne and to demonstrate the value and versatility of the brand in the channel. <\/p>\n\n\n\n

\u201cWe have high-quality supply; high-profile production facilities dedicated to the diversity of our crus and have made significant investment over the last ten years towards the elegance of our Champagnes.<\/p>\n\n\n\n

\u201cChampagne Lanson operates with four key pillars: a large palette of crus, vinification according to the original principles of champagne, a great diversity of reserve wines and a longer time (minimum of four years) in cellars. Our wines are distinguished by their elegance, freshness, fruitiness and vitality.\u201d<\/p>\n\n\n\n

Champagne Lanson launched two new cuv\u00e9es – Le Black R\u00e9serve and Le Blanc de Blancs<\/figcaption><\/figure>\n\n\n\n

Miniatures have been a success story in 2021 for Henkell Freixenet. <\/strong>\u201cOur global icons Henkell Trocken, Freixenet Cordon Negro Brut,<\/s> and Mionetto Prosecco Orange are all available as minis, alongside many more of our sparkling wines. We have seen strong sales from our special mini multi-packs available in three and five bottles, especially designed for the duty free customer looking for 1L purchases,\u201d said Christian Witte, Key Accounts GTR. <\/strong><\/p>\n\n\n\n

\u201cFor example, we have seen great growth from our inflight partners; Mionetto Prosecco DOC Treviso Brut (Prestige Collection) is served on board Ryanair flights and consumption has picked up in summer 2021,\u201d says Witte. <\/p>\n\n\n\n

He added Cannes has provided a great opportunity for Henkell Freixenet to showcase its extended sustainability offer: \u201cwe now have a wide range of organic and vegan certified sparkling wines from across different global brands and product categories.\u201d<\/p>\n\n\n\n

Mionetto Prosecco has seen strong sales for minis<\/figcaption><\/figure>\n\n\n\n

Laurent Perrier<\/strong>\u2019s head of GTR, Jean-Christian de la Chevalerie said the last 18 months has been a challenge for airport and cruise retail sales, however business was now back on track. \u201cWe have seen increased domestic sales in our traditional travel retail local markets \u2013 business with our luxury hotel partners has boomed; it compensated for the lack of travellers and now we are enjoying a boost from consumers returning to travelling as they have pent-up demand for our products.\u201d <\/p>\n\n\n\n

Laurent Perrier launched a new Le Blanc de Blanc Champagne in Cannes. <\/p>\n\n\n\n

<\/figure>\n\n\n\n

Premiumisation was the focus for Accolade Wines<\/strong> as it hosted a media event on its stand during Cannes. At the tasting, a new Brut Elite sparkling wine from House of Arras was showcased alongside a Chardonnay and Shiraz from Hardy\u2019s, which the company said is a top priority for travel retail, especially for airport and ferry retail partners. <\/p>\n\n\n\n

Accolade Wines held a press conference to showcase its premium ranges available in GTR<\/figcaption><\/figure>\n\n\n\n

At the William Grant & Sons<\/strong> stand and bar, the focus was on premium whiskies and bringing to life some of the liquor group\u2019s best known travel retail activations for new audiences. <\/p>\n\n\n\n

<\/figure>\n\n\n\n

The outdoor terrace area was dedicated to Hendricks Amazonia, there was a wall of travel retail hero products including Monkey Shoulder and Tullamore Dew and the meeting area featured a trio of Glenfiddich 22, 24 and 26-year aged whiskies. Cheers.  <\/p>\n\n\n\n

<\/figure>\n\n\n\n

Samsonite <\/strong>was back in Cannes to help promote its recycled-materials product ranges. Gert Weyers, VP Business Development of Samsonite said the company\u2019s message to consumers is about investing in durability. The luggage and accessories brand want to be known for designing products for longevity and for its end-of-life standpoint across its products \u2013 whether they can be repaired, recycled or handed down.  \u201cSamsonite\u2019s next focus for travel retail will be about communicating our commitment to designing products for longevity in our stores,\u201d said Weyers. <\/p>\n\n\n\n

<\/figure>\n\n\n\n

Mandarina Duck<\/strong> showcased its best-selling MD20, Logo Duck and utility backpacks and style lines as in Cannes. The Italian luggage and accessories brand launched a more premium leather handbags line alongside its more usual metallic or neon soft and hard outer case suitcases as well as a new focus on functionality \u2013 internal organisation, three-way handles and easy to pack formats. The brand is expanding in Asia with new travel retail locations in South Korea and Japan. \u201cWe have new youth products that target Gen Z and Millennial customers; we want to open more travel retail doors in Asia,\u201d said Silvia Rossi, Franchising and Travel Retail Manager. <\/p>\n\n\n\n

Mandarina Duck launched a new leathergoods accessories range for GTR<\/figcaption><\/figure>\n\n\n\n

Pilgrim<\/strong> has recently expanded its travel retail store footprint with existing cruise and airport retail customers, while it has a new partnership with Aer Rianta International in Cyprus, Dublin and Canada airports. <\/p>\n\n\n\n

Pilgrim\u2019s designers haven been focused on launching recycled jewellery collections \u2013 Leaf and Blossom will launch for Winter 2021 and Spring 2022 respectively and use 75% recycled metal materials. The Danish jewellery brand\u2019s return to Cannes provided it with an opportunity to discuss future stand-alone stores expansion, building on its 33 stores in Denmark and four in Canada. <\/p>\n\n\n\n

\u201cWe want to communicate our message of using recycled materials and reach our target customers, who care about sustainably produced products. Leaf by Pilgrim carries its own store design, packaging \u2013 it\u2019s an entire retail concept that we are rolling out in travel retail,\u201d said Travel Retail Manager Louise Rhode. <\/p>\n\n\n\n

Pilgrim’s recycled jewellery collection will be rolled out to travel retail and stand alone stores<\/figcaption><\/figure>\n\n\n\n

Wolford<\/strong> is back in travel retail with two new apparel collections – women’s activewear and a capsule men’s underwear range – in addition to the luxury brand’s mainline hosiery and shape wear collections. <\/p>\n\n\n\n

<\/figure>\n\n\n\n

Creative visual merchandising<\/strong><\/p>\n\n\n\n

Bally<\/strong> showcased it recent art installation retail project at its stand in Cannes. The Anne Marie Fischer Oak Force installation appeared at the brand’s global flagship locations in 2021, serving to promote Bally’s ongoing commitment to sustainability awareness in luxury, notably through its Bally Peak Outlook Foundation programme. <\/p>\n\n\n\n

Bally showcased its Anne Marie Fischer Oak Force retail installation<\/figcaption><\/figure>\n\n\n\n

Mondelez World Travel Retail<\/strong> chose to focus on its company-wide sustainability progress in Cannes this year – it showcased a range of digital interactions on its carbon neutral stand. <\/strong><\/p>\n\n\n\n

The confectionery company highlighted how it had offset its carbon footprint at the TFWA event in a collaboration with tree-planting charity \u2018One Tree Planted\u2019 to plant more than 3,500 trees.<\/p>\n\n\n\n

By combining the production of its booth plus all staff travel, accommodation and delivery transportation, Mondelez was able to calculate its CO2 footprint. And, for each Toblerone 360g bar sleeve printed for visitors at the Mondelez Experience Room, another tree will be planted.<\/p>\n\n\n\n

Mondelez highlighted its personalisation technology for Toblerone packaging on its stand, particularly popular was its new Gingery Orange flavour<\/figcaption><\/figure>\n\n\n\n

In addition, Mondelez used its stand to highlight its new digital entertainment activations, which it calls the 360-degree \u2018Digital Home\u2019 experience. Videos showed how the latest activation for Cadbury’s FC (that is live at Birmingham Airport), allows passersby to stop for a selfie with their favourite football players.<\/p>\n\n\n\n

The in-store activation incorporates motion sensor technology allowing stand visitors to experience all the features of digital in a contactless manner.<\/p>\n\n\n\n

Omnichannel agenda<\/strong><\/p>\n\n\n\n

Digital marketing and exploring omnichannel campaigns were the two main focus points for many of Echolution\u2019s conversations with brands during Cannes. <\/p>\n\n\n\n

\u201cEcholution has secured new travel insights data partners that offer solutions for early pre-trip targeting via search history and in-transit targeting via booking tickets. For brands operating in duty free, programmatic marketing enables more personalised campaigns via key segments as well as demographic profiles. <\/p>\n\n\n\n

“Cannes provided a great opportunity to open up conversations with new clients that are looking at how digital marketing can be more tailored to travellers in transit,\u201d said Eamonn Leacy, partner, Echolution. <\/p>\n\n\n\n

Pairing passenger flight bookings insights c\/o travel data partner ForwardKeys and traveller segmentation analysis, Echolution presented a range of category and location-specific campaign tools to brands. Adding in geo-location and omnichannel tools into the campaign mix means brands can tap into the travel retail trinity partnership to drive footfall into stores, and ultimately aid conversion among duty free shoppers. <\/p>\n\n\n\n

Echolution is now working on a number of programmatic campaign ideas, designed specifically for the wines & spirits, confectionery, accessories and watches & jewellery duty free retail categories. <\/p>\n\n\n\n

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A review of the Tax Free World Association World Exhibition conference in Cannes.  The global travel retail industry gathered together once again at last month\u2019s Tax Free World Association (TFWA) World Exhibition conference in Cannes, where brand partners, duty-free retailers, airports, airlines, cruise lines and media were reminded what face-to-face networking looked like after a 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