Namnews: Optimising the potential of Global Travel Retail

Global Travel Retail should be treated as a stand-alone channel aimed at showcasing the brand, but it needs to be managed within a harmonious multichannel strategy, says Brian Moore

Despite the global recession, there has been a significant increase in the number of air travellers, resulting in a greater awareness of the advantages of duty free and travel retail shopping. In many cases, this has even led to the emergence of the ‘savvy’ travel consumer.

At the same time, travel retail operators are learning how to meet consumer demand while airport owners and authorities are increasingly recognising the potential of duty free as a source of additional non-airline revenue.

Global Travel Retail (GTR) is well established in terms of C&T brand equity building, so it is vital that brand owners acknowledge and develop the profit potential of this alternative route to the consumer.

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