MIDDLE EAST: MAZAYA


the shop floor and use the pause to determine how it can strategically improve its business. “We believe each member of the


travel retail community has a role to play in these critical times and must think of creative ways to support the industry,” says Elayyan. The pandemic may have


exponentially accelerated the growth of e-commerce, but Elayyan is unsure how digital shopping will be perceived in the channel moving forward. “In my opinion, the essence of


duty free shopping is the experience itself, which will be eliminated with digital shopping. However, many operators are employing and promoting their digital platforms in order to accommodate these new habits and provide a comfortable yet valuable shopping experience to travellers. “Adaptability and flexibility are


needed more than ever, along with innovative thinking. Digital shopping might, therefore, overtake the traditional ways of shopping in duty free shops.” As a turbulent 2020 draws to


a close, Mazaya is at least able to confirm two new listings at Casablanca Mohammed V and Marrakech Menara International Airports. The listings will begin in Q4 2020. Elayyan comments: “We are in discussions with a number of


airports where we feel passengers will be receptive of Mazaya. Our team is very dynamic and for the time being our focus is on continuing to expand our portfolio and listing new skus such as our 1kg pack in new locations. The new 1kg pack is one of the company’s top- performing units.”


Disruptive activations In addition to conducting remote training sessions for its brand ambassadors, Mazaya is developing disruptive on-ground activations to engage with customers. Outlining her hopes and


projections for the shisha travel retail segment, Elayyan points to the fact that shisha is a social activity through which people seek entertainment and relaxation. She also says that shisha offers a wide range of flavours that cater to different tastes, compared with other smoking devices. “The shisha trend has grown


drastically in past years even in places where shisha is uncommon,” says Elayyan. “What differentiates Mazaya is our premium quality and ingredients, along with our broad portfolio of flavours to meet the diverse preferences of smokers worldwide. “Travel retail will always be an


attractive channel where shoppers can benefit from tax exemption,


The Jordanian shisha brand was well represented at last year’s TFWA Exhibition and Conference in Cannes.


especially with tobacco products. We are optimistic that as restrictions ease, air travel will gradually pick up and drive more duty free sales. This will bring increased exposure to Mazaya among international travellers.” The main barriers to increased


travel and subsequent duty free and travel retail sales is government lockdowns or curfews. However, such restrictions are a necessity amid a significant rise in Covid-19 cases worldwide. Unless things improve, further restrictions will be implemented and it will become even more difficult to travel. “If cases continue to rise and


restrictions don’t ease up, people will not travel unless it is an absolute necessity. This will lead to a decline in passenger flow and footfall,” says Elayyan. Aside challenges associated with the pandemic, many countries are abolishing the tax exemption on tobacco products at arrivals shops. “This is worsening the recovery


for tobacco brands in the duty free shops as arrivals stores contribute a substantial portion of overall sales,” she concludes.«


“Our team is very dynamic and for the time being our focus is on continuing to expand our portfolio and listing new skus such as our 1kg pack in new locations.”


The shisha trend has grown drastically even in places where shisa is uncommon, observes Mazaya.


NOVEMBER 2020


Rawan Elayyan, Mazaya


TRBUSINESS 33


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