BEAUTY: COTY INC


digitally with the consumers while they are in the shop, as well as be able to drive them into the shop. We are facing a major issue in travel


retail; according to general market average data, only 16% of travellers are actually buying in the shop. This means we have 84% of


travellers just being there who do not really engage with the products. We believe digital tools can be a strong help to improve this ratio. The second part of digitalisation is


A Chloé EDP travel retail exclusive product. and in one word – unique.


So would that manifest itself in presentation, or in various different forms? This uniqueness can of course be expressed in many very different ways. We are working very actively to try to build some unique shopping experiences in store. We want to be able to have people


“We are facing a major issue in travel retail as only 16% of travellers are actually buying in the shop. We believe digital tools can be a strong help to improve this ratio.”


Philippe Margueritte, Coty


who really remember their stay in the shop and become advocates of the fantastic shopping experience they had when they were in there.


Coty says it is accelerating its ‘end- to-end digital transformation’, including e-commerce, while also working on programmes to significantly revamp in-store executions. Are there lessons that both the duty free and domestic businesses can learn from each other to improve these areas? Digitalisation is one of our key topics and key priorities for 2017 and this embraces two main objectives. The first one is to engage digitally


with our travellers. This means basically partnering with our retailers in order to enhance the efficiency of their platform, but also engaging


much more within Coty. We want to upgrade our tools to grant an even better service to our partners, and also to consumers. For example, this means that we will be able to develop some digital tools to improve the management of our marketing investments, get better control of our in store execution – and why not give our field force tools to bring people into the shop? These aspects are very important for us.


Many questions obviously point to greater efficiencies, as Coty works towards its publicised $750m cost-synergy target by fiscal 2020. How can the duty free and travel retail business contribute to this efficiency drive? Well, Coty travel retail is already a very efficient organisation because with one sole global team we are


In the realm of the senses: Coty brands cover all bases within the beauty category. 144 TRAVEL RETAIL BUSINESS MAY 2017


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