30 minute read
Loacker Best of Moments
Loacker headquarters and production site in Auna di Sotto, Italy Loacker drives
shoppers to add to cart
The confectionery brand embraces browsing as a practice and relies on Best of Moments range to convert browsers into buyers
by LAURA SHIRK
Leading up to its attendance at TFWA World Exhibition & Conference 2022 in October, Loacker is experiencing a boost in overall sales attributed to the fact that it’s a “young brand” in travel retail. According to Juan Miguel Cabrera, Head of Travel Retail and Duty Free at Loacker, the confectionery company is performing extremely well in Europe and the Americas and showing interesting growth in the Middle East and India. Due to the ultimate mix of Loacker assortment in one pack, the company’s Best of Moments pouch bag continues to lead sales. The single article makes up 20% of sales and steadily increases in performance across all markets.
Representing Loacker’s best treats, “Best of Moments” presents a premium selection of its top creations in bite-size mini format including Gran Pasticceria Tortina, Classic and Chocolat. With up to 12 different products, the offer encourages passengers to explore the diverse Loacker range and serves as a sweet sharing option or gift idea. Since it’s been reported that post-pandemic confectionery duty free visitors are more likely to browse and less likely to convert into buyers, the team at Loacker is working to find ways to drive shoppers to add to cart.
“Loacker is not only a wafer company. As part of our portfolio, we also have a great range of sweet biscuits and cookies – and these two subcategories are performing quite well for us in travel retail. One advantage of passengers browsing is that it leads to the searching for new items and the desiring of new flavors and formats; that’s what we try for with our Best of Moments treaties,” explains Cabrera.
When asked what other ways Loacker approaches the converting of browsers into buyers, the industry professional goes on to say while the pandemic has provided the company with some new insights, “new normal” traveling rates and consumer behaviors have still not reached 2019 levels. He continues to urge caution and believes it’s too early to predict how travel and travel retail will be affected in the upcoming months.
“Browsing during lockdown became one of our greatest sources of entertainment. [Loacker] has included in its range all new KPIs, trying to catch the attention of consumers and providing answers to what they search for in terms of ingredients, flavors and overall information about our company heritage,” he adds.
Best of Moments 300-gram pouch bag
Goodness & Wellbeing range
Moving away from in-store aisles to positive lifestyle choices, Cabrera discusses the rise of health-conscious consumers and the diversification of the brand. More and more consumers are wanting to maintain a healthy diet, while also protecting the environment. Loacker’s new Goodness & Wellbeing line aims to meet these demands by using 100% natural ingredients and paper as its main packaging material for the 45-gram, 90-gram and 175-gram sizes. Although the product line is not currently part of Loacker’s duty free assortment, it is scheduled to arrive to the channel soon.
HARIBO RINGS IN SWEET ANNIVERSARY
HARIBO is ringing in 100 years of HARIBO Goldbears with activations at most of its high-profile locations
Two years after a major milestone, HARIBO is celebrating another significant centennial with activations in its major locations, new travel exclusive products and plans to expand its omnichannel opportunities in the future
by JANE HOBSON
Elisa Fontana, Head of Marketing, Travel Retail, HARIBO As people return to travel and travel retail, confectionery brand HARIBO is determined to focus on the future. The family-owned company is heading to TFWA World Exhibition in Cannes with exciting additions to its travel exclusive collection.
A new party mix enters the HARIBO travel retail world, ideal for sharing. The stand-up Friends & Party Pouch (649 grams) is filled with 44 mini bags of the most popular HARIBO goodies: Goldbears (10 grams), Happy-Cola (10 grams), Starmix (25 grams) and Tropifrutti (12 grams).
For liquorice lovers, HARIBO is launching its first liquorice assortment in travel retail. The Liquorice Hunt (335 grams) is a mix of sweet and salty liquorice with Nappar Lakrits (80 grams), Matador Mix Dark (80 grams), and Salino (175 grams). Young travelers can get in on the action too with small games on the side of the Liquorice Hunt box to add more fun to the experience.
100 years of Goldbears
Just two years after marking its centenary, the brand is celebrating another significant milestone this year; the 100-year anniversary of HARIBO Goldbears. The brand ran activations at its most high-profile locations throughout the summer, including Italy, Germany, Spain and Turkey with Dufry, and in Austria, Germany and Nordics with its longstanding partner Heinemann. Packaging in the European and Middle Eastern markets carried the ‘Happy 100th Bearsday’ logo, and the brand launched Blue-
The Liquorice Hunt (335 grams) is a mix of sweet and salty liquorice with Nappar Lakrits (80 grams), Matador Mix Dark (80 grams), and Salino (175 grams)
Bear and Team, a limited edition of Goldbears to celebrate the anniversary with Heinemann.
While the pandemic is waning in some locations and the mood in global travel retail is more positive, the brand says there are still challenges amid the successes.
“Close personal relationships built up over many years through face-to-face meetings and regular phone and email communications have been the backbone of our communication with suppliers, retailers and others business partners during the pandemic,” says Elisa Fontana, Head of Marketing, Travel Retail at HARIBO. “HARIBO has worked hard to stay in contact with its partners throughout this very difficult time; they were suffering just as we were and now we all have to deal with the repercussions of the Ukraine crisis. However, HARIBO is a fun brand and we strive to bring a smile to shoppers’ faces as they return to travel and travel retail.”
In the first half quarter of 2022, Fontana says HARIBO performed well, with some regions closing the gap versus 2019. The biggest contributor is Europe, where despite the lack of Asian consumers, positive results are shining through thanks to relaxed travel restrictions. In the Americas, recovery is going well, meanwhile, Asia is lagging its previous passenger flow and the forecast is not yet very positive.
Plus, the “deeply worrying” situation in Ukraine has impacted some business partners, Fontana explains. The company is working with aid organizations to help people from the country, particularly refugees. It is cooperating with a Germany-based NGO to collect relief supplies that are then brought to the PolishUkrainian border in trucks provided by HARIBO. HARIBO also covers costs such as fuel and tolls along the journey. Fontana says employees from every region have contributed with donations in-kind and financial support.
“Every possible initiative is being taken to support Ukraine at this time,” says Fontana.
Clear potential for growth
Evolving consumer purchasing behaviors are also impacting the success of the brand in travel retail. Some people who are comfortable with travel are still opting for facial coverings and some locations still have health restrictions in place.
“This does not cultivate a relaxed environment for shopping,” says Fontana. “Fortunately for the confectionery category, people are still tempted to treat themselves and to purchase gift items.”
Basket size is consistent with pre-pandemic levels, but HARIBO sees that there is “clear potential” for growth. The brand has also noticed a spike in demand for vegetarian items, prompting the introduction of tasty new additions to the range.
Product introductions at TFWA 2021
Last year in Cannes, Haribo unveiled the travel exclusive HARIBO Travel Parade (700 grams), the fruity vegetarian versions of HARIBO Picco Balla (425 grams and the strawberry and raspberry flavored HARIBO The Smurfs (425 grams). The additions are “finding their place in this niche market,” Fontana says.
Furthermore, the company is updating the FDA-compliant range for the Americas market with the addition of Dinosaurs, Starmix and Watermelon flavor in the popular resealable bags.
Digital future
Looking ahead, Fontana says HARIBO will continue to bring delicious treats and tons of fun to those with a sweet tooth, with plans to grab consumer attention in airports and on social media.
“We still believe strongly in the role of travel retail as the window of a brand,” Fontana says. “Sugar confectionery is a very visual product with colorful packaging and engaging displays and, provided that we can secure high-visibility placements in store, we can be sure to catch the shopper’s eye.”
HARIBO is working with airports and retailers to be present on their social media, Click & Collect offerings and loyalty programs. The brand recently tested a digital campaign in Frankfurt Airport with Facebook communications to increase traffic flow to the store, and Wi-Fi Stage Router exclusive sponsoring.
“We look forward to having key learning from this test and hopefully extend digital opportunities in the future,” says Fontana. “We are of course very aware that the mark-up is small and shelf life is short for confectionery products, but we are committed to the channel, and we will continue to innovate to delight our consumers.”
The stand-up Friends & Party Pouch (649 grams) is ideal for sharing, filled with 44 mini bags of the most popular HARIBO goodies: Goldbears (10 grams), Happy-Cola (10 grams), Starmix (25 grams) and Tropifrutti (12 grams)
Mazaya’s French tobacco leaves are known for its high absorbing characteristics, according to the brand
Elevating its identity
by HIBAH NOOR
After navigating the worst of the pandemic through transparent communication, shisha brand Mazaya is working on the rollout of a new brand identity in domestic and travel retail markets
Shisha consumption remains a growing trend and will help increase the tobacco category’s basket size and generate more profit For Jordanian shisha brand Mazaya, the aims through the rest of 2022 are growth, expansion and reaping the benefits of all the arduous work undertaken last year in preparation for the restart.
Rawan Elayyan, Global Travel Retail Manager at Mazaya, tells Global Travel Retail Magazine how its strong partnerships with retailers and operators and understanding consumers’ behaviors are among the brand’s main strengths that served the company well through the pandemic.
“We work closely with operators to continuously optimize our portfolio and enhance our business model, be it in areas of forecasting, demand planning, shipping or logistics,” says Elayyan, adding that also understanding its consumer base and studying demographics enables it to sell products better. “This is something we stress and acknowledge through our intensive market and retail studies.
Expansion plan
Last year, Mazaya secured important listings with Lagardère Saudi Arabia (Riyadh, Jeddah, and Dammam) and Dufry Morocco (Casablanca and Marrakesh). Now the company is focused on its plans to grow.
Mazaya kick-started 2022 by confirming listings with Iraq Duty Free, Heinemann Egypt in Sharm al Sheikh, and more
Natural Lemon with Mint molasses is among Mazaya shisha brand’s classic/ standard flavors
An exterior shot of the Mazaya yacht at the TFWA World Exhibition in Cannes last year
recently Dufry Egypt in Cairo, with other interesting locations are in the pipeline. In addition to new listings, expanding its travel retail portfolio is also on the agenda.
“Our observations indicate that more and more consumers are eager to experiment with new flavors, so having a variety of flavors in the duty free shops is key,” Elayyan explains.
Mazaya has always had two major consumer categories. One is those preferring classic/standard flavors (for example, Two Apples, Lemon Mint, Grape and Grapte Mint), while the other is consumers favoring new innovative flavors such as Ruby Crush, Candy Drops and Blueberry Exotica.
“We have not really observed a change in flavor preference where it is linked to the pandemic timeline, but flavor preference does change due to other factors.
Millennials, for example, are open to trial and experimentation which, by default means new flavors are required to keep this consumer segment pleasantly served.”
Given the importance of a diversified portfolio and flavors meeting different consumer tastes and preferences, Mazaya says it always has new flavors in the pipeline. “One particular flavor we are extremely excited about and is already listed in a few shops is a new variant of the Two Apples flavor called Two Apples Masri. This has been performing strongly in many domestic markets including Levant, North Africa and GCC.”
Sense of optimism
As the recovery from COVID-19 gathers pace in many parts of the world, the sense of optimism in the greater Middle East area, an important market for Mazaya, is providing a sturdy base to continue to build on.
“Qatar is gearing up to host FIFA World Cup 2022 (November 21, 2022 to December 18, 2022) and visitors are expected to exceed 1.2 million.”
Amid all the hype around Mazaya in the region, the brand is not resting on its laurels and is currently working on various initiatives. “The state-of-the-art HPP that Mazaya is known for will soon be back on the shop floor after a long pause to delight travelers.
We are also expanding our fleet of brand ambassadors to assist and educate shoppers and provide them with a smooth shopping experience.”
Mazaya is now in the process of elevating its brand identity. Its current identity is inspired by special moments shared with family and friends because the company believes shisha smoking is a social activity that brings people together. This is emphasized by the brand’s logo, which shows two faces bonding with affection.
“The uplifted identity will still connect with Mazaya’s vision of special moments shared by people. The rollout of the new brand identity will start in domestic markets and then be applied to our marketing and advertising collateral in travel retail,” Elayyan explains.
High-quality ingredients
The quality of the brand’s ingredients is one of several factors that help create those all-important special moments, she emphasizes. “Our French tobacco leaves are known for their high absorbing characteristics. In fact, they are the most premium in the industry.
Blended with food-grade flavors, high-quality glycerin, and natural honey, Mazaya molasses guarantee an enjoyable and long-lasting shisha smoking session. We also pride ourselves on our ability to manufacture products in highly advanced production facilities with state-of-the-art equipment.”
As alluded to previously, placing consumers at the heart of its strategies is a key part of the brand’s vision and helps distinguish it from competitors. “We acknowledge the importance of understanding our consumers’ needs and catering our products accordingly.
Our portfolio comprises over 150 flavors and is, therefore, altered to meet diverse consumer tastes with a superior quality of ingredients.”
As shisha smoking continues growing in popularity worldwide, Elayyan is certain shisha molasses can add significant value to the tobacco category and drive its recovery.
“Throughout the various locations where we are listed, Mazaya has succeeded in growing the shopper’s basket size and proved an important revenue stream for duty free retailers and operators. This is crucial in accelerating the overall recovery of the tobacco category.”
The good news is that many operators have foreseen this trend and acknowledged the untapped potential of the shisha sector, Elayyan explains.
“For this reason, along with our strong commitment to the channel, shisha has dramatically developed its position within the tobacco category over the past five years.”
Penfolds
ventures beyond
Dourthe Bourdeaux Vineyard, Dourthe, France
Penfolds II Cabernet Shiraz Merlot 2019 Penfolds partnered with Dourthe Bordeaux to support its global approach to winemaking and create its Penfolds Collection 2022: One Collection, Two Hemispheres
by LAURA SHIRK
For the first time in the history of Penfolds, its annual collection release consisted of three country of origin portfolios in 2022: Australian, Californian and the inaugural French release. The company’s diverse range showcases its “House Style” in a global context. Described as the ultimate expression, its wine style allows the freedom to explore premium viticultural regions across Australia – and the world – with a global approach to winemaking.
“Penfolds ‘House Style’ embraces the concepts of multi-regional blending, optimum fruit quality and the use of French and American oak and maturation. In essence, Penfolds ‘House Style’ is to select and blend quality grapes, regardless of the block, vineyard, region, state or country they come from – unbound by country, vine or time. This time-honored philosophy enables us to venture beyond our home to source and blend grapes across hemispheres,” explains Kristy Keyte, Chief Marketing Officer, Penfolds.
Most recently, Penfolds winemakers have been working and experimenting in France. Keyte says a rich tradition of research, curiosity and wine trial continues to guide Penfolds’ creative endeavours in Australia, Champagne, Paso Robles, California, and now Bordeaux, France. The company teamed up with Dourthe Bordeaux, one of the region’s most respected winemaking houses to create Penfolds II Cabernet Shiraz Merlot 2019 (Penfolds II) and 2019 Penfolds FWT 585: a trial bin wine made of Cabernet,
Kristy Keyte, Chief Marketing Officer, Penfolds
Sauvignon, Merlot and Petit Verdot (FWT 585). The Penfolds Collection 2022: One Collection, Two Hemispheres launched in August.
“This is the start of our French winemaking journey. Our main objective is to remain true to the winemaking ethos of both wineries, deliver the best blend possible and ideally, make Bordeaux and South Australia proud. [Penfolds II] is not about bigness or boldness or assertion. It is blended to convey an ethereal lightness, subtly on the palate – sensitively binding two hemispheres, Old World and New,” says Peter Gago, Chief Winemaker, Penfolds.
A natural extension
Penfolds was introduced to Dourthe Bordeaux by Champagne House Thiénot, its sister company, and CVBG. Following many years working with Stanislas and Garance Thiénot, the company has a longstanding relationship with the Thiénot family. Since Penfolds released its first Champagne in 2019, made in collaboration with Thiénot, Keyte points out that the new partnership is a natural extension of an already successful relationship.
“To have confidence in our French endeavour, a complete understanding of Penfolds ‘House Style’ was required in order to unite the two winemaking groups with a curious mind and an energy for experimentation and collaboration.
“For both Penfolds II and FWT 585, the number one focus was to seek out optimal and suitable fruit to complement our wine style. While the project evolved organically this way, the end goal remained the same – rather than try to compete or challenge French wine traditions, we aimed to create a future for Penfolds in France. A wine made in France with a clear Penfolds stamp,” she adds.
Venture Beyond by Penfolds
Penfolds Collection 2022 has been celebrated globally in a disruptive, immersive and playful way. Titled “Venture Beyond by Penfolds,” the event series combines masterclasses, artist collaborations and culture-led performance pieces, underpinned by the brand thematic: Venture Beyond.
Designed to capture the imagination of global luxury consumers, “Venture Beyond” leverages themes centered around space exploration and innovative thinking and features the work of Australian illustrator Jason Solo. Developed in partnership with Manchester-based creative agency LOVE, the omnichannel campaign previously launched this year across platforms including OOH, print, social media, video, point of sale and experiential activations.
“The introduction of ‘Venture Beyond’ as our global thematic is a strategic shift for Penfolds from fine wine brand to global luxury icon. A logical next step following the introduction of our Meet Extraordinary consumers platform in 2020 – ‘Venture Beyond’ personifies our innovative spirit and desire to push the boundaries through self-belief,” concludes Keyte.
Pick up & lead the pack this fallChoiceEditor’s
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1. Bitmore e-Pulse Bluetooth Headphones: Made from 100% recycled plastic, Bitmore’s e-Pulse Bluetooth headphones pack the latest in Bluetooth 5.0 wireless tech. They offer 10-meter wireless range, up to 10 hours playback and an AUX adaptor for a wired experience. The built-in mic allows the user to make hands-free calls. Making the most of Bitmore’s travel simplified tagline, it promises to take your favorite artist to the next level.
2. Manduka eKO SuperLite Yoga Mat 1.5-millimeter: Manduka’s eKO SuperLite lightweight yoga mat is made from sustainably harvested tree rubber and provides excellent grip. Easy to pack at 1.5 millimeters thickness, it has a closed-cell surface preventing moisture from entering. It keeps it in clean and in pristine condition while still offering durability. The tightly woven scrim resists tearing or stretching. Available in hand-processed marble, striped and dip colors.
3. Rituals Cosmetics Sport SPF 50+ Body & Face Lotion: Rituals Cosmetics’ Sport Collection is designed for an active lifestyle. Created using Power Recharge Technology, the broad-spectrum Sport SPF 50+ Body & Face Lotion protects from UV-A and UV-B rays and environmental pollution, which contribute to premature skin aging. It is sweatproof, extra water-resistant and offers 24-hour moisturization. Available in a 100-milliliter bottle. Apply to clean face in morning, reapply every two hours for effective protection. 4. Furoshiki Gift Wrap by Wrappr: Wrappr is an alternative to disposable gift wrap. Available in cotton, satin, silk and recycled polyester, it can be used to wrap gifts on the go, including snacks, bottles, fragrances and more. Designed to be constantly reused and repurposed, it can also function as a bag, clothing, and accessory.
5. Patrón en Lalique- Serie 3: Patrón Tequila and Lalique have unveiled the third collaboration: Patrón en Lalique: Serie 3. The collectible celebrates Weber Blue Agave plant from which Patrón Tequila derives. The Patrón team selected 14 tequilas each aged for up to eight years in French and American oak casks. The result is the crystalline color, sweet and smooth taste, with hints of spices, dried fruits, sherry wine and intense wood.
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6. SHISEIDO Ultimune Power Infusing Concentrate III: SHISEIDO Ultimune Power Infusing Concentrate III combines world-leading technology, The Lifeblood, with ImuGenerationRED Technology to boost blood circulation and strengthen the skin’s inner defenses for a healthy, vibrant look. In addition, the 150th anniversary limited-edition Ultimune 100 milliliter is available in Travel Retail Asia and Japan. It is also available in Travel Retail Americas to celebrate the brand’s global campaign, “From life comes beauty.”
7. Molton Brown Bath & Shower Gel Refill Pouch: Molton Brown has created refill pouches for some of its most iconic collections in travel retail. Based on the thought of its founders, who “imbued the brand with a sense of conscious care for the wider world,” each 400 milliliter pouch uses 63% less plastic than a standard bottle. Hand wash pouches come in Rhubarb & Rose, Orange & Bergamot and Coastal Cypress & Sea Fennel; bath and shower gel refills in Recharge Black Pepper, Coastal Cypress & Sea Fennel and Fiery Pink Pepper.
8. NUXE Huile Prodigieuse MultiPurpose Dry Oil: Huile Prodigieuse is formulated with 98.1% natural ingredients and enriched with antioxidant Vitamin E. Consisting of seven botanical oils to nourish, repair and beautify in a single step, the eco-friendly multi-purpose product results in a dry touch texture. Orange blossom, magnolia and vanilla softens the skin and delights senses.
9. Haribo Pico-Balla 425-gram and The Smurfs Veggie 425-gram: HARIBO’s vegetarian options Haribo Pico-Balla 425 grams and The Smurfs Veggie 425 grams offer sweets free of animal-based ingredients, perfect for vegetarian consumers and helping elevate HARIBO’s “colorful diversity” mission. Layered Pico-Balla fruit gummies offer three fruit flavors in one: red and green, lemon and strawberry to create the ultimate flavor explosion. The Smurfs fruit jellies are available in strawberry and raspberry flavors.
10. Flow Alkaline Spring Water: Flow’s original 1 liter Spring Water is its hero product. It has naturally occurring electrolytes, essential minerals and an alkaline pH of 8.1. Flow Alkaline Spring Water (and select Flow flavored water) will soon be distributed across the Caribbean and Central America thanks to its recent distribution agreement with WB Canna Co. & Wellness. A subsidiary of WEBB Banks, WB Canna Co. & Wellness distributes recognized wellness products in the Caribbean, Latin America and travel retail.
Wrappr ventures into travel retail
Wrappr can be used as gift wrap, clothing and an accessory
Brittany Trafford, CEO and Founder at Wrappr
Reusable gift wrap company Wrappr tells Global Travel Retail Magazine about its journey into travel retail and the gift of giving art
For most travelers, the experience of picking up a last-minute gift or unexpectedly having too much to carry is a common experience. To help alleviate these inconveniences, reusable gift wrap company Wrappr is venturing into travel retail.
Wrappr creates Furoshiki wraps featuring art from up-andcoming artists all over the world. Originally designed as reusable gift wrap made for constant reuse, the receiver of the gift gets two gifts in one – the items inside the wrap and the wrap itself. Now the company is pivoting to highlight the other uses, many of which are ideal for travelers on the go.
“Our wraps are the perfect product for travelers who are picking up a gift for a friend, family member or business partner on their journey. They serve as a simple, easy to use alternative for wrapping paper that requires no tape or scissors to wrap a gift while on the run. They are perfect for wrapping a bottle of wine, perfume, food products, you name it,” explains Brittany Trafford, CEO & Founder at Wrappr. “We are eager to work with travel retailers all over the world,” she says.
Along with gift wrapping, the wraps can also be used as an accessory, such as a satchel to carry flight snacks as passengers venture through the airport. Or, clothing, like a neck scarf to add warmth inflight, or as a shawl to cover shoulders at tourist destinations with dress codes.
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Wrappr can be used to conveniently keep cosmetics accessible in transit
“Our Furoshiki wraps are a beautiful circular economy product, perfect for the traveler who cares about the environment and eliminating waste but who does not want to sacrifice beauty and luxury,” Trafford tells Global Travel Retail Magazine in August.
Lessening landfill
When Trafford and her partner welcomed their first baby in early-2019, they received tons of baby gifts in plastic-coated gift bags with unoriginal artwork.
“Beyond it being terrible, the artwork was also very specific to a gift for a baby girl. The bags were not designed to be recycled or even reused for another occasion. It felt like everyone in my life went to the dollar store and bought the same gift bag that was destined for the landfill,” she says.
“I have many childhood memories of watching my dad fill garbage bags of wrapping paper on Christmas morning. As a kid, I didn’t take on the responsibility of finding the alternative, but I guess after having a baby of my own I felt more of a pull to do something,” she says.
Queue the pandemic. Trafford was home with her then-newborn. Inspired by the tacky dollar store bags, she says she began to ponder alternatives to wrapping paper, stumbling upon some souvenirs that her brother brought home from Japan – traditional Furoshiki wraps.
“The perfect solution,” Trafford says. “They were reusable, simple to fold and incredibly beautiful. And each one was a piece of art. Not only could the fabric wraps offer a sustainable solution to the gift wrap epidemic, but they could also give artists around the world the opportunity to promote and sell their work.”
And thus, her second baby was born; Wrappr.
Give art. Not waste.
The company has two missions. The first; to eliminate waste created by gifting. The second; to support real artists.
Trafford explains that fabric wrapping, called Furoshiki, is seen as an art form in Japan. The simplicity, complexity or the wrapping method can be determined by the wrapper, the gift and the occasion.
Wrappr works with independent artists from all over the world to create original artwork for the wraps. They are paid upfront and receive a royalty on every sale of their work.
The company makes a big effort to honor the tradition and culture of Furoshiki, Trafford explains. “We work with Japanese artists, sell wholesale to Japanese shops, collaborate with Japanese shops – and we’ve even appeared on TV Japan,” she says.
Wrapping up 2022
The focus for Wrappr in 2022 has been expanding its product line with sizing and materials, as well as securing multiple retail partnership, Trafford says. Wrappr is available in four sizes and several materials: recycled polyester, mulberry silk and organic cotton.
Wrappr sells wholesale to small boutique retailers in North America and Europe and is available at retailers in Canada and the US, with more announcements to come this fall.
A bottle wrapped in Wrappr for a convenient and attractive way to gift while traveling
Next level
vouchering
iCoupon provides a contactfree, queue-free and paperfree alternative to traditional vouchering methods
The digital platform enables airlines, airports and ground handlers worldwide to remotely issue vouchers directly to passenger boarding passes for use at iCoupon-integrated retailers
by LAURA SHIRK
The leading provider of digital vouchering in airports worldwide, iCoupon’s present network consists of over 124 airlines, more than 220 airports and 70+ retailers. The contactless, digital and automated solution is available across 56 countries and enables airlines, airports and ground handlers to remotely issue digital vouchers directly to passenger boarding passes for use at iCouponintegrated retailers.
According to Richard Bye, CEO at iCoupon, retailers can instantly access real-time voucher data and consolidated billing information via the platform’s web portal and with only one point of integration required, iCoupon can provide a number of voucher modules: disruption, promotions, discounts, rewards, airline partner deals, staff entitlements, crew arrangements, cash exchange and more.
“During COVID-19, more and more airlines and retailers began to make the switch to digital in preparation for the return of passengers. This resulted in the iCoupon network quadrupling in size, continuing on a healthy trajectory, as more and more passengers return to air travel and more airlines and retailers join the network,” says Bye.
As outlined on the company’s website, providing a contact-free, queuefree and paper-free alternative to traditional vouchering methods, going digital eliminates the costs associated with manual vouchers and increases voucher redemption rates and average spend per passenger.
During the following Q&A with Bye, Global Travel Retail Magazine takes a closer look at the digital vouchering platform and all that it has to offer.
Richard Bye, CEO, iCoupon
Global Travel Retail Magazine (GTRM): How does the offer and return on investment of the platform differ for airlines, airports and ground handlers? Richard Bye: Across our customers and various functions, there is a multitude of benefits that come from the use of iCoupon.
Airlines benefit from the automatic issuing of vouchers to 100% of passengers’ boarding passes in the click of a button. The fact that the platform is fully compliant with EU261 type legislative requirements means that the airline is protected from any claim passengers may wish to make surrounding lack of compensation for the disruption of events.
In addition, since the voucher is “carried” by the passenger’s boarding pass, airlines are spared the hassle of distributing anything physical. Plus, iCoupon’s
consolidated billing system provides seamless reimbursement to retailers – not just for the value of the voucher, but the exact value the customer spends, saving the airline money per passenger.
Delayed passengers are already in a stressful situation – a lack of efficiency from the airline when offering compensation is only likely to frustrate them further. When using iCoupon, all the passenger has to do is show their boarding pass whenever making a purchase at the airport.
Passengers also have more time in which to use their voucher, as they no longer need to queue to collect or use within a pressurized timescale. What’s more, iCoupon acts as a credit towards the open check, rather than a limit of what the passenger can spend, eliminating the possibility of an embarrassing situation where the passenger is “declined” at the checkout.
When it comes to airports, as better processes result in happier passengers, their customer satisfaction rate receives a boost. Passengers don’t need to move en masse to collect vouchers from the aircraft gates, then over to the retail units, so the flow of the airport is not disrupted. Furthermore, as there is no specific limit to the passenger spend, this often results in higher revenues moving through the tills, resulting in greater commercials for the airport.
GTRM: How does iCoupon approach the training of retailers and sales staff and how is the platform implemented into these operations? Bye: Once a retail customer joins iCoupon, our project management team works to get them up and running and acclimatized to using our system. There are numerous ways that a retailer can use iCoupon, whether integrating with the POS, renting a scanner from iCoupon or using its own non-integrated scanner via the iCoupon app. iCoupon provides full training and handles all of the finance aspects associated with setting up the connection between airlines and retailers.
GTRM: Considering the chaos of the current travel experience across the globe, iCoupon is more relevant than ever before. How does the team promote its platform to both passengers and potential partners? Bye: iCoupon is well-known across the airline industry, which often results in airlines contacting us to get onboard with the solution. We also meet many new customers at trade shows and via outreach campaigns. iCoupon does not promote to individual passengers, as the business retains no passenger data. Airlines communicate directly with passengers and the retail units connected to iCoupon at the airports in which they are distributed.
To date, iCoupon has issued close to 1 billion vouchers, which traditionally would have been paper vouchers. The UK’s Forestry Commission has a welldefined specification for the number of trees that make up a forest and how many A4 pieces of paper come from a standard size tree in that environment. Considering these statistics, we have been able to calculate that we have saved around two entire forests of trees since our launch, and this number continues to grow.
The platform offers a number of voucher modules such as promotions, discounts, rewards, airline partner deals and staff entitlements
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