Very interesting to contrast the world of jewelry and wine and spirits in their digital strategies. Great presentation and discussion between BBA 4th year students and Aurélie Doré (International Digital Manager, Ruinart), Marine Baudin (International Omnichannel Manager, Van Cleef & Arpels) and Laetitia Mathon (Social Media Project Manager, Van Cleef & Arpels). Thank you to help us understand the digital strategies of your Maisons.
On March 23rd on Lille campus, Quentin Meurisse, Global Market Activation Director at Martell Mumm Perrier-Jouët (Pernod Ricard) and Nicolas Benadon, Asia Regional Manager – Martell Cognac gave a passionate talk on the role of Brand Ambassador in Wine and Spirits. This talk was illustrated in the field by Blandine Cochard, Martell Brand Ambassador in Singapore on April 21st. A cross-cultural comparison of Cognac consumption patterns in Heritage countries and in Asia.
Have a look at Martell Cognac channel and be responsible! Connaisseurs drink with moderation.
On November 12th, Arnaud Lescut, Travel Retail Manager at Nice Côte d’Azur Airport gave a master class on the future of Travel Retail. Nice Côte d’Azur Airport is the third airport in France for number of travelers, after Paris Charles de Gaulle and Orly. In 2014, 11.7 million passengers traveled through Nice Airport, 63% being international travelers.
Travel Retail encompasses the commercial activities (duty free and duty paid) conducted in airports, train stations, ferries, and airlines, as well as sales to travelers in high street boutiques and factory outlets. L’Oreal names this business the 6th Continent. It is a business which increases steadily every year by a minimum of 5%. The perspectives for the next 20 years are positive: Forecasts indicate steady growth; also, although the travel retail business is dependent on international travel, it recovered fast from past financial crises and difficult travelling contexts (such as SARS epidemia, swine flu and ash cloud). Fashion, jewelry and watches represent 34% of the travel retail market (in USD), beauty products and fragrances 28%, Wine and Spirit 16%, the rest being Confectionary & Fine Food (8%) and Tobacco (13%).
The strongest Travel Retail channel is the airport channel. Spendings are influenced by improvement in retail space and navigability, offerings targeting key nationalities and point-of-sales marketing by professional retailers and key brands. By May 2016 for terminal 1 and May 2017 for terminal 2, Nice Côte d’Azur airport will have doubled its commercial space. The new positioning strategy promises an “amazing experience” to the traveler, with a Côte d’Azur “sea and sun” twist. Based on Arnaud’s presentation, we know travelers will have a wow effect. Looking forward…
Thank you to Arnaud Lescut, Travel Retail manager, Nice Côte d’Azur Airport for sharing with BBA 4th year students on Travel Retail pespectives.