MIDDLE EAST: MAZAYA


Mazaya accelerates recovery with ‘aggressive’ promotions and premium GWP tactics


Passenger flows at airport duty free and travel retail locations may be minimal, but Jordanian shisha brand Mazaya has introduced initiatives such as multi-purchase and price-off deals to boost its recovery from the coronavirus pandemic. Andrew Pentol reports.


is that consumers have stocked up during the pandemic. This is because they feared further lockdowns or supply disruption. “With this in mind, consumers will


not only benefit from the duty free prices, but also capitalise on price- offs and promotions to buy more of their favourite products,” she says. Since the pandemic started,


Mazaya has been in constant communication with retailers and operators. The brand has also closely monitored the shift in shopper behaviour and buying patterns. “These observations have allowed


Discussions are taking place with a number of airports where Mazaya feels passengers will be receptive to the brand.


W


hen TRBusiness last spoke to Jordanian shisha brand Mazaya in


August, the company was relatively optimistic about the recovery timeline from the coronavirus (Covid-19) pandemic. This was not only from a DF&TR standpoint, but with other industries in mind as well. Fast forward a few months and


it is clear that the recovery will take longer than most companies, anticipates Mazaya. Rawan Elayyan, Global Duty Free


Manager, Mazaya tells TRBusiness: “My projection has changed since we last spoke. I was more optimistic about the recovery timeline. The whole pandemic situation is volatile and still deteriorating in some


“The passenger flow is still minimal, but we have decided to accelerate our recovery through an aggressive come- back.”


Rawan Elayyan, Global Duty Free Manager, Mazaya


32 TRBUSINESS


regions. Things will take time to stabilise globally. “The good news is that


countries are starting to reduce travel restrictions and implement more realistic precautions and health measures.” That said, the recovery of Mazaya’s


DF&TR business is slow, albeit steady. As restrictions gradually ease in the Middle East, which is the brand’s key market, more people seem comfortable to fly. Elayyan explains: “The passenger


flow is still minimal, but we have decided to accelerate our recovery through an aggressive come- back: multi-purchase and price-off promotions, coupled with premium gift with purchase.”


Value-driven strategy She continues: “As travellers and consumers in general become more price sensitive, our strategy is value- driven. The aim is to accommodate shoppers’ reduced purchasing power while still giving them access to our premium tobacco offerings.” One common denominator as far


as fast-moving consumer goods and the tobacco industry is concerned


us to make sense of the new-normal and adopt a dynamic approach to adapt to all possible changes,” says Elayyan. “In those uncertain times, we believe flexibility and speed of adaptation are key to accelerating the recovery.” Mazaya’s strategy to accelerate


its revival has allowed business to resume in most locations. “In addition to being a customer-


centric brand, Mazaya values partnerships,” says Elayyan. “We believe our retailers and operators are at the forefront of our success. “The value-driven strategy not


only accommodates the shopper’s purchasing power, but also increases his/her basket size, allowing retailers to make more margin.” Despite the various challenges


associated with the Covid-19 crisis, Mazaya has continued to invest in the travel retail business. Elayyan comments: “Our fleet of brand ambassadors have remained the same despite the layoffs happening throughout the industry. “We have even started


refurbishing our permanent fixtures across different locations to enhance shoppers’ experience.” As the DF&TR industry prepares to


emerge from the pandemic, Mazaya will continue to keep a close eye on


NOVEMBER 2020


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