Go Travel is partnering with WHSmith to extend its presence in the travel pillow market in Australian travel retail.
A pillow display was launched at the WHSmith store at Perth Airport Terminal 4 in July and negotiations are underway to introduce similar units and shop-in-shops in the retailer’s stores at Melbourne and Sydney airports.
Go Travel said the stand-out display was developed together with the company’s Australian distributor, The Cache Group, in response to a “booming period of pillow sales”.
The floor-to-ceiling display unit combines digital and tiered stock-holding. It increases visibility, maximises floor stock and will drive travel pillow sales, Go Travel said. The display is one of several in-store initiatives at WHSmith Australia designed to highlight category ‘heroes’ and to enable consumers to easily spot Go Travel products.
WHSmith Australia Accessories Category Buyer Madison Pritchard said the collaboration with Go Travel features ‘best-in-class’ displays which allow the retailer to tailor its portfolio to suit the passenger mix of a specific store.
The Cache Group Managing Director Sonney Roth commented: “Our extensive market experience combined with the WHSmith team’s vision offered a great opportunity to deliver this high-impact display. It’s already driving pillow sales to the next level and when combined with the new Go Travel shop-in-shop installations, the exposure for the Go Travel brand, not only in travel retail, but also nationally, has been outstanding.”
Go Travel Sales Director Steve Worden said the partnership is “one of many great examples indicating the strength of this region”.
