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The 105sq m shop-in-shop is part of BAT’s strategy to better engage the travelling consumer |
TURKEY. British-American Tobacco (BAT) has partnered with ATÜ Duty Free to open a striking 105sq m Kent shop-in-shop at Istanbul Atatürk International Airport. ATÜ Duty Free is the joint venture between airports group TAV and Unifree, the duty free company in which Gebr Heinemann is a major shareholder.
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Darren Eaton: The opening represents “a brave new departure” for BAT |
BAT Head of Global Travel Retail, Africa Middle East Darren Eaton told The Moodie Report: “This is a landmark for our travel retail business and a brave new departure for BAT in how we engage the consumer. We’re delighted with the collaboration with ATÜ Duty Free, Heinemann and Unifree, and it’s also significant because it brings together the core elements of our strategy to drive from volume to value.
“Those key elements include consumer service – the store is permanently manned by two staff who can offer advice on products, brand selection or even allowances; it’s also a showcase for Kent, one of our three key travel retail brands; and it offers exclusivity and differentiation. It gives consumers the opportunity to try new brands, to personalise their purchases, and it separates the premium environment in duty free from the traditional domestic market offer.”
Eaton emphasised the importance of personal service, and said that tobacco could learn much from other categories in their approach to the consumer. “One of the big opportunities for the category is in the area of service, and we have put in a lot of investment across the region to encourage expertise among staff at store level.
“The airport is an environment that is frequented by most people one or two times a year, and they’re faced with different brands, sizes and currencies, so it’s important to have someone in the store who can guide them. And we back that up with other initiatives, such as electronic media and strong on-shelf communication.”
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The Istanbul store was created around Kent, one of BAT’s key travel retail brands |
He added: “We plan other initiatives similar to this one down the line. It’s all about projecting a different face to the consumer, and travel retail is an environment that is very conducive to showcasing premium products.”
Further details on the new shop-in-shop, plus a full report on ATÜ Duty Free’s activities appear in The Moodie Report Digital Print Edition for September.
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Among the visual aids within the store are information screens that keep passengers up to date on their flight status |
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