Author of “Travel Retail - The Insider’s Guide”. We help Travel Retail to maximise commercial value from their data - Building a business that clients love to work with.
What is the #travelretail story? What are we REALLY selling? We are not selling gifts, self treats or restocking. We are not selling products. We are selling more than that. That is what we need to tap into. Last night I stumbled upon this video. Powerful stuff. Jeremy Renner had a bit of a run in with a snow plow leaving him with 38 broken bones, a sliced liver, an eye popped out and a popped lung. Yet, despite all odds…. He is running. For him, Brooks trainers were a symbol of hope. Hope led to a new perspective… a realisation that a change in perspective is the real superpower. Adversity is fuel. A product is a vehicle that carries intent. A bottle of whisky might be a gift but its intent can be so much more. It could be a celebration, gratitude, reconciliation or just an opportunity to share stories over a dram. A bottle of perfume can be a lift in mood, a statement, an act to attract or wanting to be part of the brand lifestyle. If retailers want to be a brand in our channel, one of luxury, it needs to tell a story…. Otherwise it is a 7-Eleven, a blurred store on the travellers journey. As for Brooks, I will certainly consider them for my next pair. A trainer is a trainer at the end of the day but, I like the values it has shared in this story. #dutyfree could do worse than borrowing their slogan… let’s run there. If you get time, the video is worth a watch. Have a great day. #airportretail
