Stop Killing Sales In Travel Retail

Last week, I talked about how the store could actually be a barrier to shopping. I came at it from the perspective of the shopper in terms of:

·?????? Planned vs Impulse shopping

·?????? What I know vs Something new

When you have shoppers who know what they want and have planned their purchase – it is easy. “It is like shooting fish in a barrel” as they say.

It gets a little more challenging when there is an element of doubt in the shoppers thought process. Questions buzz around such as:

·?????? Where is the product I want?

·?????? Which one should I get?

·?????? Why should I buy it here?

·?????? Will it be the right one?

·?????? Will I like it?

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Not sure what the doubt feels like? Here is an example

Take this photo…..

·?????? What is it?

·?????? What do you do with it?

·?????? How do you consume it?

·?????? Will you like it?

·?????? Is it safe?

The answer is at the bottom of this post!

Take a minute to think about how you feel when answering those questions. Particularly if you have people around you or with you and they are waiting for you to make a decision on those questions.

Uncertainty Kills Sales

Of course, in Travel Retail we do not sell fruits or vegetables… we sell nice things like Whisky, Champagne, Fragrance etc. However, the feeling of uncertainty and doubt are just the same, whatever the product.

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People do not want to feel stupid, like they don't know what to do. They DO like to be educated though. They like to learn something new and are more than happy to walk away with a fascinating fact. It is often used as a talking point. Does it work? Well, brands have thrived on the power of storytelling and many have fascinating facts that can be utilised. Whisky makers have lots they can share.

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So, How Do You Help Shoppers Make Better Choices?

It is relatively simple:

·?????? Talk to shoppers

·?????? Share your knowledge of the category

·?????? Actively sell to them

·?????? Guide them through the decision making process

·?????? Make them feel like they have found the perfect product for THEM

Of course, you may not be able to have staff on hand every hour of the day and so you need to find other ways to communicate.

Applied Example

Let’s consider Rum for a minute. If you have no prior knowledge of Rum or all you have ever had is Rum & Coke in a nightclub, it can be a little confusing. Take this bay….

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To make an informed purchase, you must either have prior knowledge or be reliant on the information on the product itself. There is of course guess work!

The consensus amongst some parts of the industry is that gifting is a big part of the shopper mentality. If you know someone likes Rum but not sure which brand…. Once again, you need to make a difficult decision.

How Would You Make A Decision Based On The Bay Above?

There is another option which is relatively low cost and easier to distribute – showcards. For a category such as spirits, there is an option to share information about a flavour profile, brand and reasons to purchase. Low tech in today’s world but a QR code at the bottom can be added to create digital engagement.

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This can be supercharged with in-person engagement. I don’t mean a “body on the shopfloor”. I mean well train sales people with good product knowledge and the ability to have a conversation. It is important to match the product to the shoppers needs.

That Excellent Example Of In Store Engagement?

Charles Tyrwhitt ... a men's clothing shop for smarter clothes (i.e. suits, shirts etc). The staff are friendly, knowledgeable and wow... they can sell!! You can go in uncertain about what to get and walk out feeling absolutely confident in your purchase.

This is old school retail at its finest.

In today's world where everyone seems to wear grey sweat pants, a t-shirt, hoodie and a black jacket (proper gangsta innit brev), Charles Tyrwhitt is a breath of fresh air.

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Discussion Point

As usual, forward this on to your team, make yourself a brew and discuss the following:

1. Would you agree that shelves can look like a wall of product?
2. Is it easy for a shopper to make an informed choice if they knew nothing about the category?
3. What low cost methods would you deploy to enhance the shoppers understanding of the brand or category?

Summary

To stop killing sales in Travel Retail, we have to create a point of difference. If the merchandising is just product on the shelf (supermarket format) with a price on it, you cannot expect those adventurous souls to buy products that look good. They need to know something about it and have a reason to buy.

Shopper engagement takes many forms... from show cards to digital media and in person sales. Whatever you adopt, let the shopper leave the category have learned something. If they feel good about making a purchase, they will come back for more.

In short, stop killing, start converting.

Next Week

I look at how beliefs and values have changed in the last 30 years and the risk to brands and retailers.

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Have a wonderful weekend and thank you for following!

Kevin

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I am the Founder and Managing Director of One Red Kite,?a commercial agency that our clients love to work with. We support our clients with Data Management, Analysis, Dashboarding & Reporting, Category Management, Bespoke Mystery Shopping. We proudly support our clients to deliver better.

One Red Kite's sister company, Recruit GTR run by Jilly Brocklebank, is a specialist recruiter for the Global Travel Retail sector.

By the way.... the image is of a fruit called a Cherimoya.

This is what Delish.com had to say about it....

Cherimoyas come from short, shrub-like trees. They have a white flesh, which is extremely soft and sweet. It has almost a custard-like texture, which is why the fruit is also referred to as the custard apple. The flavor or cherimoyas is often compared to sweet fruits like bananas, peaches, and strawberries, but some think they taste like bubblegum!