Taking a look at whisk(e)y displays in travel retail.

Travel Retail is a unique retail environment, capturing potential customers within an airport, or ferry, for a fixed amount of time. The store is a key part of the customer journey, with most airports requiring all travellers to walk the 'aisle of temptation', Ikea style, through the dazzling array of shiny, enticing displays.

In the past couple of weeks, I have flown from Heathrow and Gatwick in London. (Gatwick claims to be London, but in reality, it's bloody miles away, and the wrong side of the capital for me, but I digress...) While waiting for my flight, I took the opportunity to look around the whisky category within the travel retail space, and here is what I found.

Gatwick - Glenfiddich Bay feature

This display was at the entrance to the Whisky category, a standard wooden bay, and a freestanding wooden barrel with stock in front. The bay is restrained, with shelves full of product, and an illuminated header projecting a corporate message. The barrel has stepped shelving, to hold 16 bottles of whisky. This space lacks any communication or support messaging, relying on the striking blue colourways of the packaging for standout. I was expecting more messaging or theatre, particularly around the barrel, which is a striking feature piece.

Gatwick - Glenfiddich bay, number 2

Towards the rear of the store is a second Glenfiddich bay, I wasn't sure of the difference between the product selected for the respective bays, but the design and application of this second unit is more considered. In the centre of the bay is a feature shelf, illuminated from above. Five bottles are presented on individual plinths with messages; 'the world's most awarded single malt Scotch' and 'family run since 1887'. These messages endorse the heritage and prestige of the brand, but I learnt nothing about the five different products being heroed in front of me.

Gatwick - Glenlivet bay

Having worked on whisky category flavouring before, I was intrigued to see how Glenlivet sub-categorised products by flavours. Whisky has a huge variety of flavour influences, making it complicated and confusing for shoppers buying as a gift - and 75% of domestic purchases are gifting. So communication like this can assist selection, providing the purchases understands the different flavours.

To help this selection, the flavour titles are supported by a grouping of ingredients that combine to create the end result. This helps to paint a clearer image of the flavour variances and I gained an appreciation of the range of products within the Glenlivet portfolio.

Gatwick - Jack Daniels

Here we see the offering from Jack Daniels, and they do a great job. A double bay space is segregated into a centre feature bay, with two half bays either side. The top half of the feature bay is dedicated to a feature case and an angled shelf of selected products.

What appealed to me, was the wooden panels next to the angled products, with a description about the product, the flavours and the process. For me, this engaged me more with the product, the process and the difference between each bottle. There is a sense of occasion, as well as the functional benefit of learning about the brand and specific products. As you can see, this isn't cheap whiskey, but there was a display and communication that added value and engagement.

Heathrow - Johnnie Walker Boutique

At Heathrow, Johnnie Walker has a full concession space, located next to the main whisky category. The walking man logo is created as a full sized 3D model, which we know can draw engagement and attention. There is a freestanding counter at the front, with a variety of wall bays around the perimeter.

I found this to be disjointed; the opportunity to tell a story, explain the process and variety of products, is not maximised. It was my second visit to the Boutique before I noticed this display on the front counter. Half a dozen glass bottles contain scents of some ingredients, but I would like some context and explanation. A concession space as large as this provides an opportunity to explain and present in way that's not possible with a single bay, but this has been missed here.

Gatwick and Heathrow - Freestanding display units

Finally, I grabbed some images of the freestanding unitary around both stores. This is a challenging space, with an excess of visual noise, illumination and shiny materials. Generic freestanding units are located throughout the space, and they struggle to stand out.

The Johnnie Walker unit relies on the colourways associated with the packaging, that will appeal to shoppers familiar with the brand, and able to grab and go. The illuminated promo boxes on the end of a larger freestanding unit go some way to engaging and attracting attention.

I know Grey Goose isn't a whisky, but I wanted to comment on this display. The unit is a confusing design; a screen - which we know rarely engages shoppers - is set too low for easy viewing. Even worse, the product is located at the very bottom of the display, discouraging easy take off.

Summary

Travel Retail has big challenges, trying to engage shoppers in a bright noisy space, with a fixed deadline. Looking around both stores, I started to wonder if stand out might be achieved by creating a matt black ambient unit, to contrast with everything else. Whisky is a category that enjoys a high dwell time - 75 seconds within the domestic market and quite probably more here in Travel Retail. This provides an opportunity to say more about the brand and products than most categories. The brands featured have embraced this in different ways.