TRAVEL RETAIL
“ William Grant & Sons has the ability to move quickly , working in collaboration with partners , to be creative and innovative in our approach which ultimately , of course , helps to drive our business ” – André de Almeida , Europe Travel Retail Director
and for being able to cater to a smorgasbord of international customers , each with different personal tastes , budgets , and brand expectations . Being able to achieve this is not merely a triumph of sales and marketing prowess – it is an art , bringing together a symphony of ideas , underscored by the growing significance of technology .
De Almeida explains : “ Technology has become more and more important . Airports for example are talking about being able to communicate directly with consumers from the moment they decide to travel on their journey all the way through to their destination . I think personally e-commerce will have more of an impact - we ’ ve already seen examples of it in travel retail and just have to look at the success of Amazon in the US and UK markets .
“ I think what technology will also play a role in is the engagement aspect , with increased use of virtual or augmented reality and insights generated from anonymous wi-fi analytics for example . So from our perspective , we want to use technology - whether online or in store - to really convey what the brand stands for and create engagement .” The company has also utilised experiential marketing in order to increase the coverage of its
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