The first panel session of Beauty Tech Live – Travel Retail’s Tech Transformation – revealed a wide variety of insights into how digital is influencing the promotion of the beauty category in the travel retail channel.
Discussing omnichannel strategy, Zermatten – whose company is a leading retail marketing, brand experience and consumer engagement agency – urged a customer-centric approach which marries digital targeting and communication with physical retail experiences across the entire shopper journey.
He said: “If you focus on the people, rather than the channel, you come up with an overarching concept [featuring both digital and physical elements] that’s going to be the backbone of the conversation you will have with your customers.”
On the use of digital in this strategy, he said: “Reaching and targeting customers and getting them into your brand world is a lot easier done online, with all of the data that we have available, all of the social media and all of the different digital marketing means at our disposal.”
He explained that from this, you can then plan a content strategy to be delivered at each of the touchpoints in the shopper’s journey, including travel retail.
He added that while digital shopping has risen in importance as a means of convenience and to complete “the mission of replenishment”, physical travel retail has a key role to play in what he describes as the brand or product “discovery mission”. But, he stressed, using digital means to drive footfall into travel retail stores and personalise the experience is crucial.