WILLIAM GRANT & SONS
the realities of travel retail are far more nuanced – and challenging – to say the least . Not only are operations subject to fluctuations in traveller numbers ( particularly pertinent in the wake of recent terrorist attacks ) but each outlet also has to cater to the interests of a truly international customer-base .
De Almeida says : “ Penetration levels at airport retail stores are one such challenge , as the number of people that are actually going into a store is fairly low . We try to recognise this crucial factor by offering reasons for the consumer to enter the store such as engaging activations and unique propositions such as differentiated ranges of our products .”
“ My objective is to think of ways to build longterm growth in a sustainable way because what we don ’ t want to do is to drive sales only by activating our brands via heavily discounted price off promotions , for example , which diminishes the value perception consumers have of our brands .
“ We are always striving to improve the experience at point of purchase for the consumer . Looking at how to bring our brands alive in some way , shape or form in travel retail environment in order to showcase those premium products we have .” William Grant and Sons prides itself on its creativity
42 April 2016