BrandStorm 2015 PDF
BrandStorm 2015 PDF
Travel Retail
April 14th,
L’Oréal Brandstorm 2015 – National 2015
Final Italy
L‘Oréal Brandstorm 2015 – The Challenge
Travel retail is the business undertaken in all the shops located in duty free areas
or any areas dedicated to travelers. With 30% of total sales, beauty - fragrances and
cosmetics - are the best-selling products in this channel.
Travel retail consumers are global shoppers who buy not only where they live but
also whilst travelling. It is key to offer them a personalized approach with tailored
experiences, beauty consultants who speak their language, targeted product choices
and even point-of-sale events celebrating their holidays or important events.
1.087 billion people travelled internationally in 2013, equivalent to approximately
15% of the global population. These tourists contributed an estimated $1,159
billion to various local economies, purchasing accommodation, food and drink,
local transport, entertainment and shopping in destination countries.
4) Executive Summary
SEM
Community
AWARENESS
Mobile P.O.S.
RETENTION / LOYALTY
SEO
At home In a store …at any time or place…
CONSIDERATION
Phone In store
…on any device or
Campaigns
At work In transit appliance
Recommendations
channel…
Website Radio
At an At a
event destination …to know what to do
Print TV next…
Email
CONVERSION …across the full
consumer lifecycle.
Loyalty benefits Advocacy rewards X-Sells Microsites
Source: IDC Retail Insights 2015 L’Oréal Brandstorm 2015 – National Final Italy
Therefore, we introduce a persona: Linda Voyage
Takes
32 No Women
care of
years children with heart
French / herself
(yet) Owns a and mind
Brazilian lifestyle
business
Confident
Engaged
Hobbies
Social
Buyer
Fashion Traveling
Source: UN World Tourism Organization L’Oréal Brandstorm 2015 – National Final Italy
The travel retail market is expected to double by 2020
Billion $ US
120
~2x
100
2013
80
60
40
20
0
1970 1975 1980 1985 1990 1995 2000 2005 2010 2015 2020
France U.S.
Democratization of Traveling
Emerging middle class in the New Markets
Personalization
"Tailor made experience"
Recommendation
"Social Buying"
Glocalization
Customized service by nationality
Digitalization
Internet of Things (IoT) and Gamification
Strong branding
Internal Factors
Inflexible brand
Market leadership
image
High quality
Lack of natural /
R&D
organic products
Innovation S W
Emerging O T
External Factors
Strong competition
middle class
Airports are at or
Increased on-
near maximum
board sales
capacity
E-Commerce
Make traveling
more enjoyable
and less stressful,
for a perfect
beauty on-the-go.
L’Oréal Brandstorm 2015 – National Final Italy
Digital Marketing
Strategy Proposal
L’ORÉAL wants to be the leader of “digital beauty” 15.7% of media spending on Digital
views on Beauty
59.2b per year on YouTube
Source: Google Inside 2014, Facebook Audience Jan 2015, e-Marketer 2014 L’Oréal Brandstorm 2015 – National Final Italy
We propose to create Shazam-enabled video adverts
to position LANCÔME as the leading travel retail brand
Mobile App
Travel Maps
Leaderboards
(1) Overall (2) Friends
Social Buying
(Wish List)
Geolocation with
iBeacon
Source: Self-adapted advertisement from Munich Airport, Music: Tresor L’Oréal Brandstorm 2015 – National Final Italy
At the airport, LANCÔME has the chance to convert
Linda and retain her for the future
Patrick Bartl
Managing Consultant
M.Sc. in International Management
Email: [email protected]
LinkedIn: www.linkedin.com/in/patrickbartl
Sylwia Kurkowska
Graduate Student
M.Sc. in International Management
Email: [email protected]
LinkedIn: www.linkedin.com/in/sylwiakurkowska