CHOCOLATE UPDATE: LEONIDAS Unlock the full potential...
more complex, distances are larger and going by airline to other cities and countries is the obvious choice of transportation. In Europe, there are other options.
Leonidas, from its positioning of affordable luxury with an accessible price point and really good quality, fits with the expectations of younger travellers who take more LCCs. You see they want quality and authentic products.
Above: Souvenir Gift Box Thailand (19pc).
have done trials with some partners to have dedicated assortments – also in Europe at airports that are targeting easyJet or Ryanair flights, for example. There is a move away from a
generic, one-size-fits-all offer to analysing the needs of shoppers who travel more frequently. Not so significantly in Asia, but in Europe the conclusion is they are spending less per trip. This will accelerate and the gap will widen with Asia. If you look in Asia, land and road travel is
“Margins are different across all categories and that needs to be respected when we talk about rents. We need to be realistic about surviving but still be profitable [...].”
Nelly Sannwald, Leonidas
We continue to see passenger traffic massage commercial revenues, particularly in Europe and at the main hubs, but it seems the issue of overtourism in some locations among Chinese appears to be diminishing as they become more selective in their travels. What is your view on the implications for DF&TR? What I can say is people are more educated these days. You notice this in the stores. They have their shopping lists ready, check prices and know exactly what they want. On the one hand, this is positive as
an educated shopper will more likely choose a high-quality product. On the other, the risk is when you can’t offer that particular product, you lose out on sales. It’s important to follow trends
and understand what other brands people like to see.
What are your main priorities for
the rest of this year? Korea is one of the markets we are opening in – we are busy finalising the supply structure at the moment. Our target is to be in the market
starting from our new fiscal year (July-June). We’ve secured listings in Myanmar (beginning July/August), the Philippines
(beginning Q3/
Q4) and we’re busy with product registrations. We are also working on expanding
Indian travel retail. In December, we launched into Delhi and have the first shipments coming into Hyderabad. Routes are expanding and
capacities are increasing in Hangzhou, Guangzhou, Kunming etc. too, so it’s a good time to put the brand into those locations. We want to grow the whole category. It is in the interests of operators as well as brands and airports that we find ways to make the cake bigger and not cannibalise each other’s performances. Confectionery is impulse driven,
so we are dependent on being visible, having the correct fixtures and communication. It is a category that is adding to the basket spend across all the categories. I think operators need to re-think
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An Asterix boat activation featured with International Duty Free at Brussels Zaventem International Airport Terminal A last year.
66 TRBUSINESS
a little how they design stores to give each category the best position within the changing dynamics. Tobacco in the past was very much the footfall driver for duty free, however, if you look at developments it is a lot more hidden away and has to be separated. Operators need to consider what other categories can pull in shoppers and I think confectionery brings a lot of entertainment, theatre and experience. That said, of course margins are
different across all categories and that needs to be respected when we talk about rents. We need to be realistic about surviving but still being profitable, reinvesting and achieving growth. Extending certain successful lines and bringing flavour combinations to the market alone will not contribute to exponential growth in the confectionery category. What we need is innovation,
but also good support from retail operators and airports to set the scene for ground-breaking things. «
JUNE 2019
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