UK. UK retail marketing specialist HRG has been recognised at the 2014 POPAI UK & Ireland Awards for its Glenfiddich Whisky Corner travel retail concept, created for Scandlines Bordershop and William Grant & Sons. It was named Best Shop in Shop, winning a gold award.
POPAI (Point of Purchase Advertising International) is the global association and arm for research and promotion of the in-store marketing industry, with over 1,400 corporate member companies around the world. POPAI UK & Ireland held its annual awards, which recognise and reward excellence in retail marketing, last week on 9 October at London’s Tower Hotel.
Scandlines Bordershop wanted to create a shopping experience that differentiated it from all other border shops within Puttgarden, a ferry harbour and village on the German island of Fehmarn, popular with Scandinavian day-trippers and travellers.
The objective for William Grant & Sons was to increase sales in the whisky category by creating a demand for products beyond promotions – encouraging shoppers to trade up and attracting new shoppers to enter the whisky area.
In addition, the design had to create a prominent space for the William Grant & Sons brand portfolio including Glenfiddich, The Balvenie, Grant’s Whisky, and Tullamore Dew plus competitor brands Lauders Whisky, Islay Mist and Grand Macnish. Fixtures were created to merchandise whisky products by brand, presenting strong, stand-out features that act as signposts for the shopper to navigate by brand and flavour.
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Judges described the Glenfiddich Whisky Corner as a “truly engaging brand experience” |
The awards were judged by marketing professionals from leading retailers and brands including Marks and Spencer, Boots, Unilever and Mars.
“Appealing to discount shoppers and connoisseurs alike, this truly engaging brand experience makes good use of a range of merchandising techniques to create strong standout, support ease of category navigation in-store and aid improved product knowledge, giving shoppers the tools to buy with confidence,” the judges said.
Scandlines Bordershop Category Manager Martin Olsen commented: “This new Glenfiddich Whisky Corner provided us with a unique opportunity to reach the consumer in Nordic markets, delivering an eye-catching, dedicated setting for introducing a variety of premium, ultra-premium and rare whiskies to customers.
“This new concept formed part of our ongoing mission to upgrade the quality of our offer to customers and shopping experience with whisky in an interesting and engaging way for consumers – enabling them to experience, enjoy and hopefully buy.”
HRG Sales & Marketing Director Russell Langridge said: “This gold award further emphasises HRG’s reputation for producing standout travel retail solutions. The Scandlines Bordershop whisky corner is a great example of how to create a warm and informal space within travel retail that is welcoming for the shopper to dwell in, appeals to their senses and emotions and inspires them to try something new. Congratulations must go to everyone who worked on delivering this remarkable success story.”
Click here for the full list of award winners.
