 |
Beiersdorf Global Travel Retail Director Ilka Schütte: “Our goal is to attract large numbers of… “non-buyers” into our shops, and induce them to [spend].” |
INTERNATIONAL. Beiersdorf unveiled the new travel retail strategy for its Nivea brand at last week’s TFWA World Exhibition in Cannes. As previously revealed on The Moodie Report.com, the Nivea brand’s travel retail presence is set to grow worldwide, following the creation earlier this year of the Beiersdorf Global Travel Retail Division, located in Switzerland and headed by Ilka Schütte. The brand’s European roll-out will be conducted in partnership with Gebr Heinemann.
The new division will implement the international expansion of the Nivea brand via a multiphase plan beginning in Europe, the Middle East and Africa, followed by Asia and finally the Americas. Given the partnership with Gebr Heinemann, the focus in 2010 to date has been European airports.
Over 65 products and a variety of exclusive travel sets will be available to airports, the inflight channel, border shops, ferries and cruise lines. Travellers will be able to select from the Nivea Visage, Nivea for Men and Nivea Body lines, personal care products such as sunscreen, deodorant and shower products, as well as Nivea Lipcare products, until now only available in a few countries.
“We’ve been very successful in expanding Nivea’s travel retail presence in the Middle East over the last three years and much of this experience has played a role in our international strategy,” noted Beiersdorf Global Travel Retail Director Ilka Schütte.
“We are happy to be co-operating with the best possible partner in Europe, Gebr Heinemann. Our first step will be to establish a presence inside German airports such as Frankfurt, Hamburg and Munich, as well as airports in Copenhagen, Istanbul and Vienna.”
She added: “About 70% of travellers currently make zero purchases in travel retail shops inside airports, as they’ve thus far been unable to find products that meet their needs and their budget. We will offer a very attractive range of Nivea products for both men and women, with the particular needs of two target groups, families and charter travellers, in mind.”
“At Gebr Heinemann, we consistently strive to offer our customers an attractive array of brands and products perfectly tailored to their diverse needs,” explained Gebr Heinemann Director of Purchasing for Perfumes and Cosmetics Inken Menck.
“With this selection of Nivea products, we’ll be able to meet the demands of a previously underserved needs and price segment, and we see great potential for attracting new buyers to our stores.”
– Look out for the full interview with Beiersdorf’s Ilka Schütte, to be published soon on www.The Moodie Report.com
Advertisement |
