DUTYFREEMAG.COM NOVEMBER 2019 · FDFA · VOL 29 · NO 4
FDFA: The conventional wisdom p. 8 Toronto Pearson dubbed as mega-hub p. 14 Wild Tiger’s Roar Crew travels from Kerala to Cannes p. 29
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P A S S I O N A T E L Y C R A F T E D F R O M R E A L C A N A D I A N I C E B E R G S. I C E B E R G . C A P LEAS E D RINK RE S P O NSI B LY. PR ODUCT OF CA N A DA . 40% A LC. /VOL.
Letter from the Editor
NOVEMBER 2019 · FDFA· VOL 29 · NO 4 The Americas Duty Free & Travel Retailing magazine (ISSN 0962-0699) is published four times a year April, June, October and November by Global Marketing Company Ltd. 26 Pearl Street, Mississauga, Ontario L5M 1X2 Canada. It is distributed throughout Central America, South America, the United States, Canada, U.S. Virgin Islands, U.S. Pacific islands, and the islands in the Caribbean. The views expressed in this magazine do not necessarily reflect the views and opinions of the publisher or the editor. November 2019, Vol 29. No. 4. Printed in Canada. All rights reserved. Nothing may be reprinted in whole or in part without written permission from the publisher. © 2019 Global Marketing Company Ltd.
THE AMERICAS DUTY FREE & TRAVEL RETAILING 26 Pearl Street Mississauga, Ontario L5M 1X2 Canada Tel: 1 905 821 3344; Fax: 1 905 821 2777 www.dutyfreemag.com PUBLISHER Aijaz Khan firstname.lastname@example.org EDITORIAL DEPARTMENT EDITOR-IN-CHIEF Hibah Noor email@example.com DEPUTY EDITOR Jas Ryat firstname.lastname@example.org SENIOR EDITOR Mary Jane Pittilla email@example.com WRITER & SOCIAL MEDIA COORDINATOR Laura Shirk firstname.lastname@example.org SENIOR WRITER Rebecca Byrne email@example.com ASIA CORRESPONDENT Elena Owyong firstname.lastname@example.org AMERICAS CORRESPONDENT Ronnie Lovler email@example.com ART DIRECTOR Jessica Hearn firstname.lastname@example.org CIRCULATION & SUBSCRIPTION MANAGER email@example.com
for growth A
s this issue went to press, Canadians had just headed to the polls in a federal election that saw Justin Trudeau win his second term as Prime Minister, promising four more years of stable government in Canada. The October 21 election was held a few weeks after many of us had returned from TFWA World Exhibition & Conference, the annual trade get-together in Cannes. It was yet another record turnout, as the 35th event attracted 7,531 delegates and more than 500 exhibitors. Digital innovation was a recurring theme, along with sustainability. Retailers and suppliers shared their uplifting plans to support the environment and the community around them. One of the most inspirational stories came from the intrepid duo from Wild Tiger Rum, who completed an epic journey at Cannes, all in the name of wild tiger conservation in India. Gautom Menon and Paul Vedanayagam hit the road in a striped Indian vehicle, talked tiger conservation, responsible drinking and spread awareness of our industry over an incredible 27,500 kilometers, 25 countries and 65 days. As the successful Cannes show closed, another industry event begins. Over the past year, the Frontier Duty Free Association’s Board of Directors have been busy organizing the FDFA convention and Gala. The Canadian duty free industry’s annual gathering takes place from November 11-14, 2019 at the Omni King Edward Hotel in Toronto, Ontario, with the theme Beyond all Borders – Partnering for Growth. In this issue, Barbara Barrett, the Frontier Duty Free Association’s Executive Director, tells Americas Duty Free she expects record registrations. Visitors can look forward to a revamped show on many fronts. The FDFA is building a Central Hub for the first time this year, describing it as a mini tradefloor and central area with a happy hour bar. As in previous years, this will be combined with the private suites for suppliers. The overall program has shifted by one day to start on Monday, so attendees don’t have to give up their weekend. The association has also added an airport/supplier meeting day. The FDFA is finetuning the ever-popular Gold Standards Awards with expanded eligibility, streamlined voting, and the addition of two new awards. The Star of Show award will be determined at the FDFA convention. Suppliers are encouraged to nominate a new product for display in a special showcase and duty free buyers will vote for the Star of Show for a chance to win the displayed products. An Outstanding Contribution Award has been created to recognize an individual or company that has made outstanding contributions to the Canadian duty free industry. Both operator and supplier members are eligible and will be voted by the FDFA Board of Directors. This past year, the FDFA has also made a great drive with its advocacy efforts. It has been working hard with stakeholders on lobbying to bring back Canada’s visitor rebate program, so let’s hope Trudeau’s new government will reintroduce the scheme. And it’s working closely with the Canadian Border Services Agency (CBSA), which is digitizing its systems, to make the new electronic initiative as easy as possible for operators. We wish you a successful show. Kindest Regards,
Hibah Noor Editor-in-Chief firstname.lastname@example.org www.dutyfreemag.com THE AMERICAS DUTY FREE & TRAVEL RETAILING
Lead Stories 8 FDFA Update
FDFA: The conventional wisdom In an interview with Americas Duty Free, Barbara Barrett, Frontier Duty Free Association’s Executive Director, reveals details of the 2019 FDFA Convention
14 Pearson International Airport The journey is the destination Whether in the terminals, in the air or on the ground, for Toronto Pearson it’s all about making the journey memorable
16 Emerson Duty Free In it to win it
Converting online clicks into in-store visits, Emerson Duty Free partnered with Lazy Bear Expeditions to run its “Get on the Road to Win” contest and give away a trip of a lifetime
18 Philipsburg Duty Free Duty free deets
With multiple linear touchpoints, Philipsburg Duty Free’s marketing campaign: “Yes, you can shop here” informs travelers, drivers and bathroom-goers that duty free is for everyone
20 Sault Ste. Marie
A maple leaf kind of love Executing a new retail concept and non-traditional marketing strategies, Sault Ste. Marie Duty Free captured the Canadian spirit, introduced the Canada Strong & Free clothing brand to the industry and increased customer engagement (online and offline)
28 1000 Islands
Screening content When it comes to overcoming the challenges surrounding the managing of in-store video screens, 1000 Islands Duty Free relies on the software company NoviSign to enhance the duty free shopping experience
29 Wild Tiger Rum
A big round of app-paws to the Roar Crew Gautom Menon and Paul Vedanayagam from Wild Tiger Rum teamed up to hit the road, talk tiger conservation, responsible drinking and spread awareness of our industry
Features 35th TFWA World Exhibition shines 12 Costa’s healthy ocean challenge 24 Supplier news 26
Haleybrooke’s spirited approach 30 Pillitteri proves to be a front runner 32 Questionnaire: Barbara Barrett 34
Count on Pearson to help develop transit solutions that efďŹ ciently move people and goods to and from the airport, throughout the GTA and across Southern Ontario. Because a seamless journey, whether regionally on the ground or internationally in the air, drives investment and economic growth.
Barbara Barrett, Frontier Duty Free Association’s Executive Director
8 THE AMERICAS DUTY FREE & TRAVEL RETAILING NOVEMBER 2019
Ribbon-cutting ceremony from last year’s successful FDFA show held in November in Toronto, Canada
In an interview with Americas Duty Free, Barbara Barrett, Frontier Duty Free Association’s Executive Director, reveals details of the 2019 FDFA Convention by HIBAH NOOR
rontier Duty Free Association’s Board of Directors are welcoming delegates to the FDFA annual convention and Gala. The Canadian duty free industry’s annual convention is an exclusive premier event for members, media and industry stakeholders. It is taking place from November 11-14, 2019 at the Omni King Edward Hotel in Toronto, Ontario. In this interview, her third with Americas Duty Free magazine since her appointment almost a year ago, Barbara Barrett, Executive Director, FDFA, discusses the convention. The FDFA opened early-bird registration in July and Barrett expects registrations to reach 65 operator/buyers and more than 140 suppliers – another record. At the end of August, registrations were already ahead of where they were at the same time last year. She is excited about this year’s program, as last year’s convention was judged to be a major success, according to all reports. “We’re very happy
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with the Toronto hotel venue – it’s very conducive to hosting a convention, as it has good private meeting spaces as well as good networking areas,” she says. Regarding the latter, the FDFA has built what Barrett calls a Central Hub for the first time this year. She describes it as a mini tradefloor and central area with a happy hour bar for relaxed networking. She explains that some suppliers would prefer selling “out in the open” rather than in a private suite. “We’re not doing away with private suites, but we’re combining them with a central meeting area that has a tradefloor and a bar.” This mini tradefloor is responding to feedback from certain suppliers. Labatt Breweries has signed up to sponsor a bar area, there will be a Diageo Tasting Station and a liquor company bar. FDFA is looking to fill the area with 10 other new suppliers. Additionally, FDFA has changed the new buyer registration format this year
to a “per store” format with the goal to encourage stores to bring as many buyers as possible. Early-bird registration closed at the end of August. To boost registration numbers, the association sent out reminders, a newsletter, and was more active on social media. The overall program has shifted by one day to start on Monday, so people don’t have to give up their weekend. The association has also added an airport/supplier meeting day, giving airport members an opportunity to meet with suppliers on a specially designated day. Airports will still be able to meet with suppliers on other days. The FDFA has also streamlined and modernized the ever-popular Gold Standards Awards. The association has also added two new awards: Star of Show will be determined at the FDFA convention. Suppliers are encouraged to nominate a new product
for display in the showcase, which will be located at the FDFA registration and Opening Cocktail. Duty free buyers will vote for the Star of Show for a chance to win the displayed products and will be voted by Duty Free Buyers attending the convention. Outstanding Contribution Award has been created to recognize an individual or company that has made outstanding contributions to the Canadian Duty Free industry. While the recipient of this award may have made an outstanding contribution within the last year, potential winners may also be evaluated based on outstanding contributions made over the life of the Canadian Duty Free Industry. Both operator and supplier members are eligible for this award and will be voted by the FDFA Board of Directors. Finalists were announced October 30, and the winners will be recognized at the Imperial Gala & Awards Evening, November 13 in Toronto.
A social media campaign has been launched for the visitor rebate program to educate the public and let them know that FDFA is working to bring back the program
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Visitor rebate program
The FDFA has been working hard with stakeholders on lobbying to bring back Canada’s visitor rebate program. In July, it made a pre-Budget submission to the federal government, focusing on the need for the program to be reinstated and for the FDFA’s members to administer the scheme in their stores. A social media campaign has been launched to this effect to educate the public and let them know that the association is working to bring back the program. In the Fall, before the election, the FDFA lobbied the political parties that contested the election. The association is using both the FDFA social media channel and that of Duty Free Canada for its communications. The FDFA is also working closely with the Canadian Border Services Agency (CBSA), which is currently in the middle of digitizing its systems. This electronic initiative is called the CARM system – CBSA Assessment and Revenue Management. “The Border Services Agency is looking to make everything digital and modernizing it. They are interacting with us to make it streamlined and as easy as possible for operators going forward.” After almost a year as Executive Director, Barrett says she feels “really good” about the progress that has been made. “We’ve done a lot of things this year – we’ve made a great drive with our advocacy efforts. We’ve established a strong and collaborative relationship with the CBSA. We’ve done a lot with the convention – but there’s more to do. We’re working as a team to move forward to make sure operators have a strong business.” The convention will take place in Toronto until 2021 but beyond that date, Barrett would not be drawn on the next venue, as it has not yet been decided by FDFA members.
2019 FDFA CONVENTION PROGRAM The FDFA Convention is slated for November 10 to 14, 2019 and takes the theme of Beyond all Borders – Partnering for Growth. This is the draft program, subject to change: SUNDAY, NOVEMBER 10 Registration/Information MONDAY, NOVEMBER 11 Operators’ Breakfast (operator/buyers, media and guests) Central Hub networking area Registration/Information, sponsored by Turkey Hill Sugarbush Ltd. Land Border Operators’ Meeting (land border operators only) Breaks sponsored by House of Horvath Airport/Associate Supplier Meetings Media Appreciation Day Operators’ Lunch (operator/buyers only) Opening Cocktail Reception: Sponsored by Bacardi Canada; Labatt Breweries of Canada; Mark Anthony Wine & Spirits; Pernod Ricard Travel Retail Americas; and Peter Mielzynski Agencies. TUESDAY, NOVEMBER 12 Central Hub networking area Registration/Information, sponsored by Turkey Hill Sugarbush Ltd. Café Bar, sponsored by Diageo. Happy Hour, sponsored by Labatt Breweries of Canada Breakfast Buffet Exhibit Stations Supplier Meetings Open TFWA Welcome Lunch – Brought to you by Tax Free World Association JTI Lounge – Sponsored by JTI-Macdonald WEDNESDAY, NOVEMBER 13 Central Hub networking area Registration/Information, brought to you by Turkey Hill Sugarbush Ltd. Café Bar, sponsored by Diageo Happy Hour, sponsored by Labatt Breweries of Canada. Breakfast Buffet Exhibit Stations Supplier Meetings Open Lunch Buffet Imperial Gala & Awards – Sponsored by Imperial Tobacco Canada; Hospitality Lounge – Brought to you by: ALFA Brands; Bacardi Canada; and BHI. THURSDAY, NOVEMBER 14 Central Hub networking area Registration/Information, sponsored by Turkey Hill Sugarbush Ltd. Café Bar, sponsored by Diageo. Breakfast Buffet Exhibit Stations Supplier Meetings Open Lunch Buffet Convention Closed
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TFWA World Exhibition
Exhibition Attendance tops 7,500 at TFWA World Exhibition & Conference 2019
Snapshots from last month’s TFWA World Exhibition & Conference courtesy of TFWA Press office and Nathalie Oundjian
12 THE AMERICAS DUTY FREE & TRAVEL RETAILING NOVEMBER 2019
he 35th TFWA World Exhibition & Conference closed on an upbeat note as TFWA President Alain Maingreaud announced that a total of 7,531 delegates visited the exhibition halls during the week, an increase of 7% from 2018. The visitor figure was broken down as follows: operators: 2,195 vs 2,182 (+1%); landlords: 224 vs 205 (-8%); and agents: 2,503 vs 2,425 (+3%). Some 504 exhibiting companies were present across 493 stands, with 65 new or returning exhibitors, and there were 15 official boats in Harbour Village. The conference on Monday also attracted record numbers, with over 2,000 people filling the auditorium. The Rt. Hon. Tony Blair, former Prime Minister of the United Kingdom, shared a number of candid anecdotes from his years at the centre of world politics, leaving his attentive audience with the advice to “start each day with purpose, and go to bed counting your blessings”. With 504 exhibitors and an increase
in floor space to 23,443 square meters, up from 22,759 square meters last year, the exhibition was also a quantifiable success, said TFWA. The quality is also rising, the organizers said, and many of the brands, including a number that had taken full advantage of the show’s beach-side location to host meetings in the Cannes sunshine, had clearly invested to up their game. Innovation was very much a theme of the week. The TFWA Innovation Lab proved to be a popular addition to the exhibition, and provided a compelling insight into what the duty free and travel retail industry might look like in the future. While it occupied a more spacious location than its predecessor, TFWA Digital Village, there was no shortage of visitors, and the aisles of the exhibition were bustling to the last day. Another subject that was much debated was sustainability. In the Innovation Lab, as well as in the conference and workshops, there was much talk about how the industry can continue to prosper, while acknowledging its responsibilities towards the environment. From recycling of retail fixtures to creative new ways to reduce plastic packaging, there were many ideas delegates could take away to help improve the sustainability of their own businesses. Networking was an essential element of the TFWA summit. All visitor and exhibitor badge holders were invited to the Opening Cocktail this year, and over 2,000 people came to Port Canto to enjoy what turned out to be the industry’s biggest ever party. Le Premium Evening on Thursday provided an equally lively climax to the show, with over 800 people attending. There was much to entertain during the evening. Guests enjoyed a selection of fine food, and a cabaret that spanned jazz classics over dinner to hits from Abba and Queen later ensured that by the end of the night, everyone was on their feet and dancing. During the conference, TFWA President Alain Maingreaud also announced that the Association has reached an agreement with the Palais des Festivals to enable TFWA World Exhibition & Conference to stay in Cannes, with show dates secured for the future. The agreement with the City of Cannes means, he said, that TFWA will be able to ensure stability and continuity for the event for the coming years.
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Pearson International Airport
Pearson is Canada’s largest airport and North America’s second-busiest airport for international passenger traffic.
destination is the
by JEDEDIAH BICK
Whether in the terminals, in the air or on the ground, for Toronto Pearson it’s all about making the journey memorable Using the Uber Eats app, passengers at Pearson can choose to have food from their favourite HMSHost restaurants delivered right to their gate, including from Toronto staple Caplansky’s Deli
oronto Pearson International Airport is well advanced on its journey to becoming one of the world’s preeminent mega-hubs. It is Canada’s busiest airport and North America’s second-busiest airport for international traffic, welcoming almost 50 million passengers in 2018 and growing at a +6.5% compound annual growth rate (CAGR) over the past five years. Today, Pearson ranks among the top 30 international airports worldwide based on passenger numbers, and in 2018, became the fifth-most internationally connected airport in the world according to OAG, with direct flights to over 180 destinations. As such, Pearson serves as a gateway not only to North America, but to the entire world. The airport’s commercial performance since 2014 is outperforming passenger traffic growth, with retail, dining and service sales growing at a robust +11.3% CAGR. This positive commercial performance can be attributed to multiple new initiatives and offerings in and around Pearson’s terminals.
Passengers gave Pearson high marks in Airports Council International’s Airport Service Quality survey, partly due to the opening of a number of new retail and food & beverage locations
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As part of a pilot program—the first of its kind at any airport in the world—Pearson, Uber Eats and HMSHost have partnered to bring Uber Eats to Terminal 3’s International and Domestic Departures area. Using the Uber Eats app, passengers can choose to have food from their favourite HMSHost restaurants delivered right to their gate. Travelers can also experience Toronto, known for its culinary expertise, without stepping outside the airport. Pearson works in unison with partners to bring eclectic sit-down dining experiences from the urban centre to the airport, creating the same culinary choices in a quick-service environment. For example, The Distillery food hall is located in the Terminal 3 US sector and fosters the downtown Toronto Distillery District ambiance at the airport. The food hall offers choice and a comfortable environment for passengers traveling to the US.
A focus on the passenger
The surging sales figures are closely aligned to rising customer satisfaction levels. From being in the lowest quartile of airports in its peer group in 2014, Pearson is now the number one large airport (40 million+) in North America for passenger experience, as measured by Airports Council International’s Airport Service Quality ratings. The airport is among the highest ranked across all global regions. This recognition underscores Pearson’s ongoing commitment to enhancing the passenger experience and comes at a time when the airport continues to make several measurable improvements for the comfort and enjoyment of passengers, including: • improvements to airport ambience, including the opening of 27 new retail, food and beverage locations; • moving passengers faster through new CATSA Plus security screening lanes, the introduction of 400 new digital screens and enhanced ground transportation options; • creating a comfortable, clean environment through the revitalization of washrooms; and • the introduction of therapy dogs, state-of-the-art Mamava nursing pods and Changing Places assisted changerooms
In the air and on the ground
Pearson’s focus on the passenger extends beyond the terminal. Southern Ontario faces growing road congestion, which presents a worsening challenge as the region’s population increases. Congestion not only takes a toll on residents and commuters, but it also impacts the ability to move cargo shipments to market as goods are stuck on trucks in traffic.
Pearson has a vision, dubbed “Union Station West,” for a new major transit hub at the airport, serving as a new nexus for numerous rail and bus services, allowing passengers, tourists, workers and goods to travel seamlessly across our region. There’s no other location in the West GTHA that offers the same potential to connect the broader region and have the greatest impact on reducing road congestion. While some transit connections could take years to plan and build, many existing bus services could be connected into the facility in the short-term, facilitating travel to other suburban employment areas in the region. While transit connections improve, every car off the road makes a difference for shipping. The employment zone around the airport is home to Canadian National Railway’s largest intermodal facility in the country and Pearson also plays a critical cargo role for Canadian consumers and businesses, handling nearly 50% of all air cargo in Canada. Freeing up the roads around these two critical facilities means that products reach their final destination faster, thereby benefitting businesses from Thunder Bay to Niagara Falls and beyond. From growing traffic and commercial activities to customer service and thinking beyond airport boundaries to facilitate the movement of people and goods on the ground, Pearson’s story centres on the passenger, but also takes into account the communities the airport serves and the region at large. As Canada’s front door to a world of possibilities, the airport is equal parts a connector of people and businesses, a driver of economies and a catalyst for regional progress. Pictured is the popular UP Express train service, which takes riders from Pearson to downtown Toronto’s Union Station and back
Southern Ontario faces growing road congestion; Pearson aims to meet this challenge with its vision for a transit hub located at the airport
www.dutyfreemag.com THE AMERICAS DUTY FREE & TRAVEL RETAILING
Emerson Duty Free
In it to WIN IT
Converting online clicks into in-store visits, Emerson Duty Free partnered with Lazy Bear Expeditions to run its Get on the Road to Win contest and give away a trip of a lifetime by LAURA SHIRK
Long-time Manitoban travel retail business: Emerson Duty Free
B Simon Resch, President of DFS Ventures (Emerson Duty Free shop) and a Director of the board of TravelManitoba
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ecause exploring Manitoba is more than “just” visiting the prairies, Emerson Duty Free and Lazy Bear Expeditions teamed up to implement its “Get on the Road to Win” contest. The prize: an Ultimate Arctic Summer Adventure. As a long-time Manitoban travel retail business, Emerson Duty Free looked to showcase the unique beauty, diversity and natural wonders of the province. Having serviced the traveling community for close to four decades, the team decided that no giveaway is too big and no interaction is too small. Up for grabs: a once-in-a-lifetime trip for two to Churchill, Manitoba, with flight, accommodation – at the Lazy Bear Lodge – and spending money included. And the best part, the lucky winner and their guest has the opportunity to get up close and personal with two of Manitoba’s most well known creatures: the polar bear and the beluga whale while exploring the arctic tundra. No purchase was required to enter the contest. Guests had to simply stop by and enter the contest via Emerson Duty Free’s in-store iPad. Since visitors could submit an entry once a week for the duration of Get on the Road to Win, the team created countless opportunities for interaction between customers and staff members and welcomed many commercial drivers on a more regular basis. Described as a huge hit, Emerson Duty Free mostly promoted the campaign via social media channels and experienced a positive online response and an increase in social
As part of Get on the Road to Win, two lucky travelers had the opportunity to get up close and personal with two of Manitoba’s most well known creatures
touch – generation of consumers, those with a few more years of experience have embraced the flexibility and freedom of technology. With this tidbit in mind, the travel retailer developed an advertorial specifically designed to provide detailed information in a quick, efficient and effective way – anytime, anywhere. Found on the homepage of its website, the 1-minute informational video is clear and concise. Offering a short voice-over and simple visuals, the video answers a number of frequently asked questions and covers the following topics: location, map details, savings available, services provided (such as currency exchange and travel insurance) and an explanation of the duty free process. Designed for the traveling guest, the vid is packed with good-to-knows like how to take full advantage of your personal duty free allowance (24 hours/CAD$200 allowance; 48 hours/CAD$800 allowance). As a reminder, the marketing tool also informs viewers that by shopping at Emerson Duty Free, they are spending Canadian dollars in Canada, while supporting Canadian business. “By providing the information our guests need at their fingertips to make informed purchasing decisions even before they leave home, we are confident we have enhanced their shopping experience and given our guests all they need to be confident in the Emerson Duty Free brand and all that we stand for. By embracing technology and social media, we have created an all-inclusive shopping experience that can be viewed and shared instantly, thereby expanding the confines of bricks and mortar,” says Kyle Hiebert, Manager of Operations, Emerson Duty Free.
engagement. Due to the liking and sharing of its content, online clicks turned into in-store visits from both new and existing customers. “The contest reached its objectives of promoting Manitoba tourism, enhancing our guest experience, reaching a wider social media audience and promoting Emerson Duty Free as an exciting place to stop, visit and shop. It was an exciting, impactful experience for all involved that created awareness on both sides of the border of the diversity in Manitoba, and showed how two industries: ecotourism and travel retail can work hand in hand to achieve common goals,” shares Simon Resch, president of DFS Ventures (Emerson Duty Free shop) and a director of the board of TravelManitoba. Located on the Canadian side of the border, Emerson Duty Free is open daily (until midnight) and offers up to 70% off premium brands and a Canadiana retail section.
Same page, new video
With a scroll here and a click there, brick and mortar stores are becoming a thing of the past – and Emerson Duty Free is in on the not so secret tip. Whether surfing the web or browsing and buying online, seeking information and making a purchase has never been so easy, so instant. Along with keyboards and touchscreens, information is at our fingertips, allowing for instant gratification. As people navigate the hustle & bustle of their busy lives, Emerson Duty Free continues to strive forward, elevate the consumer experience and keep up with the demands of society. More than a passing fad, shoppers of all ages are choosing the ease and convenience of online shopping to cart up and check out. In addition to the new – tap and
Emerson Duty Free and Lazy Bear Expeditions teamed up to bring “Get on the Road to Win” contest www.dutyfreemag.com THE AMERICAS DUTY FREE & TRAVEL RETAILING
Philipsburg Duty Free
Duty free deets
A component of the “Yes, you can shop here” campaign is also posted in the bathroom of the store to remind toilet-goers to make a purchase before exiting
With multiple linear touchpoints, Philipsburg Duty Free’s marketing campaign: “Yes, you can shop here” informs travelers, drivers and bathroom-goers that duty free is for everyone by LAURA SHIRK
In August 2019, in collaboration with Peter Mielzynski Agencies Ltd., the retailer showcased Glenfiddich’s Single Cask & 18 YO
s a response to the realization that many travelers are unaware of the land border duty free experience and the opportunity to shop and save, Philipsburg Duty Free implemented the campaign: “Yes, you can shop here”. Over the last several years, the team noted that during long weekends and holidays, as soon as a line-up formed at US customs, customers would stop entering the store. The takeaway: travelers are often reluctant to shop land border duty free either because they are not fully aware of their ability to do so or the personal exemptions available. With the goal to reduce hesitation and generate awareness, the concept of the marketing campaign is clear: duty free is for everyone. Believing that the best way to communicate with potential customers is when they are “the most engaged and ready to receive information”, the team formed a linear route of touchpoints: before heading to the store, on the way to the store, inline at the store and in the bathroom of the store. The following is a summary of the route phase by phase: 1. Before heading to the store: billboards Starting approximately one kilometer from the store, Philipsburg Duty Free installed large-sized, easy-to-read and colorful billboards highlighting personal exemption and duty free information. Designed for travelers with little or no knowledge of duty free and no intention of stopping by the store, the giant billboards are easily visible from the car.
18 THE AMERICAS DUTY FREE & TRAVEL RETAILING NOVEMBER 2019
Philipsburg Duty Free is an ideal spot to take a break. The retailers offers a range of services free of charge
2. On the way to the store and in-line at the store: a digital screen In an effort to continue communicating with customers and address the challenge of long line-ups, the team installed a high-resolution digital screen outside of the store. This innovative technology is visible 1000+ feet from the entrance and reiterates the theme of the campaign. Furthermore, the advanced marketing tool features current in-store promotions and new product arrivals. “We are able to personalize our message based on the type of customer that is in line. For example, on St-Jean Baptiste holiday weekend – a holiday only in Quebec – we personalized our messages for Quebecers, re-inforcing the message that they too are allowed to shop duty free. We highlighted promotions on the screen that would be of interest to them, while at the same time inviting them to come in-store to try cocktails at our tasting bar,” shares Alexandra Bachand, Retail Merchandising and Marketing, Philipsburg Duty Free. In addition to grabbing the attention of those in line with time on their hands, the screen encourages passers-by to stop and shop on days when there is less traffic on the highway. Due to the size and location of the on-site signage, the retailer benefits from extra time to encourage potential customers to read the message and turn into the lot. 3. In the bathroom of the store: on-site signage A component of the “Yes, you can shop here” campaign is also posted in the bathroom of the store to remind toilet-goers to make a purchase before exiting. As land border duty free operators, Philipsburg Duty Free understands that many travelers stopping by the store do so only to use the washroom. Often in a rush to locate the bathroom, these visitors rarely take the time to browse and buy. Taking this into consideration, the team aimed to find a way to convert bathroom users into purchasing customers. The final step of this third phase is to ensure that duty free details are top of mind when a visitor leaves the washroom. Based on the most frequently asked questions from shoppers, Philipsburg Duty Free displayed a series of questions and answers in the stalls and around the bathroom to remind
patrons that its staff members and sales associates are happy to answer any questions and alleviate any hesitations about the duty free experience. As a result of the campaign, travel awareness about duty free in general has increased and staff members have reassured customers about the potential for significant savings. “The impact of [our] innovative screen, accompanied by our roadside signage and our “Yes, you can shop” here campaign cannot be quantified. However, every customer who drives by or stops to use the washroom is informed about duty free,” shares Bachand. Directly outside of the bathroom exit, Philipsburg Duty Free strategically positioned a high-impact promotional zone. Consisting of a feature logo, a flat screen television and an impressive product display, it’s hard to miss. This zone attracts the interest of travelers, whether or not they enter the store with the intention of buying an item. It allows visitors the opportunity to pause and take in their surroundings. Similar to the digital screen, this section highlights deals, promotions and products. “Our new promotional zone gives the entire department a focal point and allows us to have a conversation about duty free with all travelers, some of whom otherwise would have walked out after using the bathroom. It allows our alcohol consultants an opportunity to approach clients in a different manner. Because they have had specific training on the featured product, they approach customers with more enthusiasm and confidence. This often leads to offering them a taste at the bar and continuing the conversation, not only about the featured product, but also other products in the department and duty free in general,” adds Bachand. In many cases, customers exit the store with more knowledge about duty free and a purchase (or two) in-hand.
A snapshot of the promotional zone:
• June 2019: in collaboration with Diageo Global Travel, Philipsburg Duty Free created a Johnnie Walker Blue Label focus wall with a painted background & a promotional banner on each side of the shelves; the TV screen featured a Mark Your Moment promotional video provided by Diageo • The team ran this feature in time for Father’s Day and experienced a doubling in sales during this period • August 2019: in collaboration with Peter Mielzynski Agencies Ltd., the retailer showcased Glenfiddich’s Single Cask & 18 YO and merchandised the wall to feature these two products and presented a video of the Glenfiddich collection • Once again, the team noted a significant growth in sales during this period www.dutyfreemag.com THE AMERICAS DUTY FREE & TRAVEL RETAILING
Sault Ste. Marie
LOVE A maple leaf kind of
by LAURA SHIRK
Executing a new retail concept and non-traditional marketing strategies, Sault Ste. Marie Duty Free captured the Canadian spirit, introduced the Canada Strong & Free clothing brand to the industry and increased customer engagement (online and offline)
Sault Ste. Marie Duty Free Store teamed up with Canada Strong & Free, to capture the full Canadian spirit and introduced the casual and cozy gear into the industry
20 THE AMERICAS DUTY FREE & TRAVEL RETAILING NOVEMBER 2019
arlier this year, in partnership with Stanfield’s brand partner, Canada Strong & Free, Sault Ste. Marie Duty Free Store captured the full Canadian spirit and introduced the casual and cozy gear into the industry. Defined as “a store within a store”, the travel retailer implemented a new approach by offering the brand prime floor space in the front of the shop. Filling the need for a high quality Canadian-made fashion line, the collaboration helped to build a valuable identity for the store, target – and engage with – the younger retail consumer and promote awareness of duty free shopping. With this new retail concept in place, Sault Ste. Marie Duty Free attracted guests who were eager to learn more about the Canada Strong & Free line. “Utilizing this prime floor space energized the store environment and increased the flow of customer drawn to the area, as well as giving the store a fresh new look. It also created an element of exclusivity of the brand that shoppers cannot find anywhere else locally. Canadians and international visitors love the quality of the clothing line and the
TEAM CANADA AND PILLITTERI ESTATES WINERY UNITE WITH A PERFECT PAIRING OF TRADITION AND EXCELLENCE. DEEPLY ROOTED IN PRIDE, RESPECT AND THE PURSUIT OF GREATNESS, WE PROUDLY PRESENT THE OFFICIAL TEAM CANADA WINE COLLECTION. WITH EVERY BOTTLE, A $1 DONATION WILL BE DIRECTLY CONTRIBUTED TO THE CANADIAN OLYMPIC FOUNDATION AND ITS EFFORTS TO SUPPORT CANADIAN ATHLETES. CELEBRATE THE OLYMPIC SPIRIT WITH EVERY TOAST.
AVAILABLE NOW TO CANADIAN DUTY FREE OPERATORS. CONTACT ALFA BRANDS AMY HILDRETH: AHILDRETH@ALFADUTYFREE.COM
OFFICIAL WINE PARTNER OF THE CANADIAN OLYMPIC TEAM
Sault Ste. Marie
fact that it is “Made in Canada” is truly a selling point. Giving Canada Strong & Free a “store within a store” has definitely impacted sales positively and made a great first impression to customers as they enter the store,” says Wilma Deplonty, Sales/Marketing Supervisor, Sault Ste. Marie Duty Free. With the goal of humanizing the brand, the partnership resulted in gifting members of the staff with a t-shirt from the collection to celebrate Canada Day. In addition to offering a sneak peak of the relaxed feel and fit, the informal fashion show added to the meeting of the store’s target audience and sales. While the Sault Ste. Marie Duty Free staff embraced the role of fashion brand ambassador and stood out in their red tees, the shop experienced an increase in the sale of merchandise on this day. Plus, spreading the love and buzz, the team took to social media to further its marketing initiative. In addition to sporting the gear while walking the aisles of the store, staff members modeled pieces from the line via social media platforms to boost product awareness and customer engagement and attract new customers. “Social media is a very powerful and effective way to target potential customers and using photos of students played an important role in connecting with and reaching a new following. An employee’s uncle, who resides 300+ kilometers away, contacted the store to purchase a shirt from the Canada Strong & Free line. This further demonstrates how persuasive photos on social media can be,” adds Deplonty.
Taking its snapping and posting game to the next level, the team held a contest via its Instagram account to spark excitement among the young(er) demographic and win a hoodie from the clothing line. Considered a huge success, Sault Ste. Marie Duty Free benefitted from the winner sharing the prize via their personal social account and showcasing the look via their display picture. Since Sault Ste. Marie Duty Free is a fan of the gift of giving, the store presented its entire team with a piece of clothing from the Canada Strong & Free line as a way to show employee appreciation. Thinking ahead, the generous act not only said “thank you”, but also promised the representation of the store and the brand in a favorable light. “Our student staff brand ambassadors [returned] to school sporting their new gear and promoting the benefits of duty free shopping. Our hope is to increase the brand awareness outside of the store to attract new potential customers. We look forward to continuing our partnership with Strong & Free Canada, as we collaborate together on our new venture of designing a new uniform to be used next year,” notes Deplonty. On the go: Sault Ste. Marie Duty Free is currently holding an internal contest. The shop is asking staff members to design and create a fashionable uniform featuring the Duty Free logo and incorporating “Strong & Free” that employees will wear to bring a new look to the store. Coming up: the travel retailer plans on continuing and expanding its partner-
ship with the clothing brand – as well as Stanfield’s – to truly “represent the Canadian spirit of compassion, honesty, integrity and always support the rights and freedoms of all humankind.” Describing its partnership with Canada Strong & Free as dynamic and compelling, together the two have increased the revenue and improved the look of the store. Additionally, the clothing brand has helped Sault Ste. Marie Duty Free to reach its marketing agenda of catching the attention of consumers of all ages.
From walking aisles to crossing bridges
Keeping with the wear and walk strategy, in collaboration with Canada Customs, USA Customs and the Bridge Authority, the team participated in the Annual International Bridge Walk this year. Staff members represented the retailer (outside of the store), handed out free water to walkers and showed off their “Do better at the border” tees. A dedicated member of the staff took the promotional opportunity one step further and proudly sported the Canada Strong & Free adult onesie on the bridge walk. For his spirit and enthusiasm, the shop gifted the student with a new onesie. The takeaway: Sault Ste. Marie Duty Free gained free media attention, leveraged the existing assets and raised awareness of the store (and duty free) by going beyond all borders and interacting with both current and potential customers. As a bonus, the team enjoyed fresh air, good weather and some exercise.
A fan of Canadian-made clothing: Sault Ste. Marie Duty Free
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The Untangled Collection will include four new frame styles made from 100% recycled fishing nets, each featuring mineral glass polarized lenses, recycled aluminum Costa logos, PLUSfoam recyclable temple and nose pads, and a distinctive tumbled finish
Costa takes on healthy ocean challenge
Performance eyewear supplier Costa Sunglasses has developed an eyewear collection that’s true to its sustainability values
osta Sunglasses, the initiator of the growing Kick Plastic campaign, is helping to bring positive solutions to the growing issue of ocean plastic pollution through its new Untangled Collection—a collection of frames made entirely from recycled fishing nets. The brand is partnering with Bureo, the pioneer in recycled fishnet products, to turn discarded fishing nets into quality sunglass frames. Identified as the most harmful form of ocean plastic, discarded fishing nets and gear account for 10% of ocean plastic pollution, which grows by an estimated 640,000 tons every year. The new collection was launched with US retailers and online in late May 2018. “Healthy oceans have always been a crucial part of our core mission at Costa,” said Holly Rush, CEO, Costa Sunglasses. “The Untangled Collection is helping to raise awareness and provide a solution to keep discarded fishing nets from being lost in our oceans each year. Through this important program, we will also help Bureo scale and replicate its net collection program to a growing number of fishing communities.”
Distinctive tumbled finish
The collection will include four new frame styles made from 100% recycled fishing nets, each featuring mineral glass polarized lenses, recycled aluminum Costa logos, PLUSfoam recyclable temple and nose pads, and a distinctive tumbled finish. It includes two male/unisex styles, Pescador and Baffin; and two female styles, Victoria and Caldera. All styles feature Costa’s patented 580 Lightwave Glass lenses, providing 100% UV protection and polarization. The Costa 580 color-enhancing lens technology selectively filters out harsh yellow light for superior contrast and definition and absorbs high-energy blue light to cut haze and enhance sharpness. In addition, Costa’s lens technology reduces glare and eye fatigue. “Aligning with partners that really want to support us and expand our mission is how we’ve grown over the past five years,” said David Stover, CEO and cofounder of Bureo. “Working with Costa to develop the Untangled Collection is another step in the right direction—not only for us, but for the replication of solutions to secure a healthy future for our ocean and its ecosystems.”
24 THE AMERICAS DUTY FREE & TRAVEL RETAILING NOVEMBER 2019
Bureo’s Net+Positiva recycling program is working to prevent fishing net pollution by partnering directly with fishermen to collect back discarded nets at their end of life and providing funds to local communities for every pound of fishing net collected. This in turn creates value in the discarded material, to generate a net positive impact for this once harmful material. Costa’s Untangled Collection supports Bureo’s ongoing efforts where they have collected more than 220,000 pounds of discarded fishing nets to date. Once collected, the discarded fishing nets are washed and prepared for a mechanical recycling process. They are shredded, cut into small recycled pellets, and then injected into steel molds to form products, including Costa’s Untangled Collection. Models in The Untangled Collection retail from US$199 to US$269. As the leading manufacturer of the world’s clearest polarized performance sunglasses, Costa offers superior lens technology and durability. Still handcrafted in Florida, Costa has created performance sunglasses and prescription sunglasses (Rx) for outdoor enthusiasts since 1983.
2020 Duty Free & Travel Retail B U S INE S S
» E X E C U T I V E C O NF E R E N C E » C O NNE C T A ND NE T W O R K
Join ASUTIL and IAADFS, along with all your duty free and travel retail colleagues, for the premier event for international operators and suppliers doing business in the Americas and Caribbean. At the Summit of the Americas, you will be able to:
Discover the latest products by browsing the trade show ﬂoor featuring a vast
array of exhibitors showcasing their most innovative products.
Learn the challenges and opportunities surrounding the most recent trends affecting the duty free and travel retail industry during executive conference sessions with expert speakers.
Grow your business by making new connections and building upon your existing
relationships at the numerous exhibit opportunities and networking functions throughout the Summit.
Start planning your trip to Orlando for the most important business to business event in duty free and travel retail for the Americas and Caribbean! Learn more at 2020SummitoftheAmericas.org
March 30 – April 2 I Hyatt Regency Orlando I Florida
Bringing fashion to beauty International Brand Builders Inc. (IBBI), the well-respected agency company headed by Katherine Patch-Sleipnes, has inked a deal to represent a new brand of hair tools in travel retail throughout the Americas. And not just any beauty devices – they are endorsed by a supermodel. California-based JH Group, Inc. just launched Formawell Beauty in collaboration with top model, Kendall Jenner, aiming to bring professional-grade hair tools to all consumers at an accessible price. The company’s official launch for duty free was at the TFWA World Exhibition in Cannes. It attended the DFNI cruise conference and has a lot of interest from this channel already, according to Ron Razeggi, COO of Formawell Beauty. In terms of local distribution, Formawell Beauty x Kendall Jenner launched with stores such as Ulta Beauty, Macy’s and others in April 2019 and just rolled out to other doors such as Kohl’s, and perfumery and beauty chain stores and shops all over the US. The products are available worldwide. The firm just signed with a large distributor in UK, which will be handling most of the EU, and has individual distributors in Ireland, the Scandinavian countries, the Netherlands, Russia, Middle East and Asia. Formawell Beauty has selected International Brand Builders
Partnering with some of the world’s most recognized brands, Brand Strategy specializes in sales, distribution and management in travel retail
26 THE AMERICAS DUTY FREE & TRAVEL RETAILING NOVEMBER 2019
Inc. as its exclusive sales partner for the Americas travel retail region. IBBI has a team in place throughout the region and has already started sharing the brand with its retailers. The two firms have worked together to create some travel exclusive sets with travel-friendly packaging, as well as merchandisers suited for the travel retail environment.
Formawell Beauty, in collaboration with top model, Kendall Jenner, is aiming to bring professional-grade hair tools to all consumers at an accessible price point
Brand Strategy debuts at the FDFA show Brand Strategy is participating in the 2019 Frontier Duty Free Association show for the first time. The US-based company specializes in the sales, distribution and management of well known brands in travel retail. Brand Strategy offers a broad portfolio of brands that have given it the rights to the channel with categories that include apparel and accessories, footwear, jewelry, gifts, perfume and cosmetics. Working with some of the world’s most recognized companies, it facilitates and executes the entire commercial and operational relationship in order to connect the best brands with the best retailers/stores worldwide. “Our brands continue to make great strides around the world. Over the last 12 months, we’ve been busy rolling out brands in travel retail and working on projects that include leading airports, casinos, cruise lines, borders, free zones and resorts. Today our brand portfolio includes market icons such as Nautica, Adidas Golf and Robert Graham, as well as fast growing emerging brands Sprayground, NYS Collection and Tommie Copper compression wear. We are excited to introduce many of the brands to the travel retail channel for the first time,” says Ellyn Porpora, Vice President Travel Retail, Brand Strategy. Brand Strategy will be showcasing Sprayground, NYS Collection Eyewear, Adidas Golf, Robert Graham Apparel, Nautica apparel and accessories and Tommie Copper compression wear at the tradeshow.
New addition to DENIZEN’s Canadian footprint American souvenir jewelry brand, DENIZEN, has added a new Canadian border shop to its client portfolio in Quebec, with Beauce Duty Free Shop. The shop is carrying the stainless-steel gift line in rhodium and gold plating. The iconic designs of the maple leaf and Canada map, elegantly showcased in their eye-catching disc display, provide a sense of place often lacking in the jewelry category. Designed in various styles and sizes, the line appeals to all types of travelers.
DENIZEN is proud to announce that its brand is advertised on the Beauce Duty Free Shop website (www.hors-taxes.net) in English and French.
ALFA Brands teams up with Prescribed Spirits to add flavor to duty free ALFA Brands announced a partnership with Prescribed Spirits, a company that is known for its hand crafted American gin. Based in Miami, Florida, Prescribed Spirits was established in 2015. Bringing a whole new meaning to shaken and stirred, the company’s profile features an American Dry Gin and a Barrel Finished Gin, which are produced with the highest level of ingredients in small batches, using a 250-gallon pot still. Described as a light, soft and subtle gin, the former product is distilled with five hand-blended botanical ingredients: juniper, coriander, cardamom, orange peel and pink peppercorns and perfect for classic martinis and gin cocktails as well as on its own. Keeping with the same unique recipe as the American Gin, Prescribed Spirits’ Barrel Finished Gin is finished in brand new American Oak barrels, which allows the gin to blend with the oak and absorb the flavors of an aged spirit. During the aging stage, the gin takes on vanilla and oak notes with a touch of spice, which creates a dry finish. Allen Fazendin, Founder, Prescribed Spirits, says: “Prescribed Spirits is excited to announce its partnership with ALFA Brands and we look forward to growing our boutique gin brand in the duty-free marketplace.” Amy Hildreth, Operations Manager, ALFA Brands, shares: “We’re excited to add the first craft spirits to our portfolio and we’re looking forward to introducing Prescribed Spirits’ gin to our American customers.”
A light, soft and subtle gin, Prescribed Spirits’ American Dry Gin is distilled with five hand-blended botanical ingredients
www.dutyfreemag.com THE AMERICAS DUTY FREE & TRAVEL RETAILING
With help from NoviSign, 1000 Islands Duty Free creates and merges content independently and manages the screens from a central dashboard that allows the uploading of new content in real time from anywhere with a web connection
SCREENING CONTENT When it comes to overcoming the challenges surrounding the managing of in-store video screens, 1000 Islands Duty Free relies on the software company NoviSign to enhance the duty free shopping experience
by LAURA SHIRK
hese days, more than window displays and sales associates, retail destinations are introducing instore video screens as a tool to offer an enhanced duty free shopping experience. Demonstrating its innovative roots, 1000 Islands Duty Free spearheaded the trend years ago. Described as a “secret sales person,” 1000 Islands’ three in-shop screens present new products to existing customers – without the small talk. Located at the 1000 Islands International Border Crossing (Landsdowne, ON), the company is centrally located for those traveling from Ottawa, Toronto and Quebec to the US South East Coast. Regularly searching for ways to elevate the consumer experience at a manageable cost, the addition came with its fair share of challenges such as curating content, selecting the video format and managing the screens. Thanks to a trip to the NRF Annual Convention & Expo and a conversation with the software company NoviSign, the team discovered a cloud-based solution. With help from NoviSign, the store now creates and merges content independently and manages the screens from a central dashboard that allows the uploading of new content in real time from anywhere with a web connection. With three touch-
points in different areas of its retail space, the team has the ability to change things on the fly using any combination of store content, supplier provided content and web provided content. Additionally, this enhanced capability provides flexibility and the chance to showcase not only large-scale promotions, but also shortterm activations. “The second phase of our implementation of this software is something that I’m even more excited about continuing to develop as the technology evolves. The NoviSign box is also able to support a barcode scanner that can be used to provide product specific information directly to the customer on an interactive basis. At this time we have the ability to offer up information on 20 products that can be scanned by the consumer. We have long recognized a disconnect between the excellent product information that is available from many of our suppliers and our ability to deliver this information to the right people at the right time. This new technology allows us to do exactly that,” says Jeff Butler, Vice President, 1000 Islands Duty Free. 1000 Islands’ initial implementation of the system is found behind a bar with a series of brand marketing and a mounted barcode scanner and encourages custom-
28 THE AMERICAS DUTY FREE & TRAVEL RETAILING NOVEMBER 2019
ers to approach the bar and scan a product to receive its current pricing information via a dedicated product screen. Along with price points and available promos, the product screen features “rich lifestyle content” related to the brand that caught the interest of the customer. “While our focus on direct person-toperson customer service has not changed, the reality is that customers continue to evolve with technologies and have a higher expectation in the retail environment. They want to be able to access product specific information that comes directly from the product manufacturer on their own terms. The NoviSign system allows us to offer this ability directly to our customers and creates an interactive in-store experience that is a significant point of differentiation from others in the market,” adds Butler. Looking ahead, 1000 Islands Duty Free will continue to grow its product offering within this interactive system, expanding into the fragrance and cosmetics categories. The ultimate goal: to exist within all areas of the store.
Wild Tiger Rum
A big round of app-paws to the ROAR CREW
Wild Tiger Rum’s Gautom Menon and Paul Vedanayagam strike a “paws” outside of the TFWA WE
by LAURA SHIRK
A snapshot taken during the Roar Crew’s epic journey; 27,500 kilometers, 25 countries and 65 days
Gautom Menon and Paul Vedanayagam from Wild Tiger Rum teamed up to hit the road, talk tiger conservation, responsible drinking and spread awareness of the duty free industry
ne TRiger, two “untamed Wild Tigers”, 27,500 kilometers, 25 countries and 65 days later. With an epic roar trip done and dusted, Gautom Menon and Paul Vedanayagam are still taking in the journey – and its impact. A dynamic duo, the Founder & Chief Brand Officer and Creative Art Director of Wild Tiger Rum, respectively, teamed up to talk tiger conservation and spread awareness of the majestic wild cat in Southern India. Dubbed the “Roar Crew”, the co-workers (and professional road trippers) aimed to raise funds and promote the importance of saving the current tiger population. Driving a black and yellow tiger-striped Indian vehicle and sporting branded merch from head to toe; the crew was hard to miss on the road. Between experiencing culture shock and chomping down on the latest cuisine, Menon and Vedanayagam engaged with locals, contacted policy makers and interacted with youth organizations and wild life enthusiasts all along the way. Putting the pedal to the metal day-in and day-out from July – October, the team of two ended their trip at the French Roar-viera. Eagerly welcomed by an exclusive list of friends and colleagues from the travel retail industry, as part of the TFWA World Exhibition and Conference in Cannes, Menon and Vedanayagam received a roaring reception.
A recap of the Roar Crew’s travels:
From India to France, the duo snapped photos, exchanged words, conversed with members of the community and received enthusiasm from all types of passers-by. Trading smiles with the nomads of Kyrgyzstan and the locals of Lithuania, Menon and Vedanayagam presented a case in favor of the wild tiger. Most notably, as guests of honor at the Yam Festival in Vienna and Onam Festival, (organized by the World Malayalee Federation), the Roar Crew expanded its reach and spread the word among a large number of participants. The two also took part in a forum held at the Gandhi Cultural Centre in The Hague.
Looking back, the mega wildlife supporters are especially pleased with having had the opportunity to work with Nitin Desai, Director of Wildlife Protection Society of India, members of the Amur Tiger Foundation in Russia and the Snow Leopard Trust in Kyrgyzstan to achieve their goal(s). Along the way, the pair buckled up to sit-down with Indian ambassadors (and their staff members) in four different countries: Thailand: Suchitra Durai Kyrgyzstan: Shri Krishan Kumar Pahel, Counsellor and Shri Rakesh Kumar Verma, Second Secretary, Indian Deputy Ambassador Russia: Bala Venkatesh Varma Myanmar: Saurabh Kumar The Roar Crew extends a special thanks to the Young Indians who served as hosts throughout their time away and for the thoughtful hospitality of Taj Safari Baghvan at Pench Tiger Reserve and ITC Hotels elsewhere across India. Plus, a round of app-paws to all of the partners and sponsors of the Roar Trip, which would not have been possible without the generosity of TATA Motors Group, Pirelli Tyres and Amaron. “Our eternal gratitude to colleagues and friends from the travel retail industry have embraced our campaign in unimaginable ways. We are so fortunate to have the support of travel retail brands namely Skross, Butlers, Harding Retail, Dubai Duty Free, Buckely, COSPER and Essential Communications. We also thank Air India for flying us back home ‘Maharajah style’. We want to particularly thank our lead sponsor and friend Terry Smith, Bravo Fashions, for launching a new range of sunglasses as a tribute to the wild tiger and pledging to donate 5% of proceeds from it. A huge roar out to Martin Moodie and his team at The Moodie Davitt Report for the ‘Roarport’ of our travels and the constant support,” says Menon. The funds raised will support Sathyamangalam and Parambikulam Tiger Reserves, with the help of the Wildlife Protection Society of India (WPSI). Please feel free to keep the journey going by making a donation on www.roartrip.in/donation.
www.dutyfreemag.com THE AMERICAS DUTY FREE & TRAVEL RETAILING
spirited approach Haleybrooke International is proud to offer a compelling roster of new spirits brands to travel retailers in the Americas by JAS RYAT
aleybrooke International, the North American travel retail spirits agent, has much to look forward to as it embraces a wide range of new brands in its portfolio for the adventurous traveler. Bringing Americas Duty Free up to date with the latest company news, President Patrick Nilson, says: “We’re very excited about launching two new brands from Halewood Wine & Spirits. Crabbie’s Yardhead Single Malt Whisky is targeted at younger spirits consumers seeking new experiences. Also, Dead Man’s Fingers is Cornish premium aged rum from Trinidad and Barbados and we will also be launching Wild Tiger COCO Rum Liqueur.” Nilson says he’s also excited about the interest in Penderyn Whisky from a distillery in Wales, especially with operators that feature Whiskies of the World or have a big selection of single malt whiskies. With the addition of Penderyn Whisky from Wales and Crabbie’s Yardhead Whisky from Scotland in the fast-growing portfolio, Nilson sees great opportunities for 2020.
Crabbie’s Yardhead Single Malt Whisky is targeted at younger spirits consumers seeking new experiences
A perfect fit
Dead Man’s Fingers is a Cornish premium aged rum from Trinidad and Barbados
As the company moves forward into next year, Haleybrooke also intends to continue to help build the success of Bottega Gold Prosecco, now the number two sparkling wine in travel retail, according to drinks analyst IWSR. Whitley Neill Gin is now the number one premium gin in travel retail in the UK and the company’s objective is to replicate this success in North America. Meanwhile, the Burgundy wines from Laboure-Roi are featured on many of the biggest airlines around the world and the plan is to duplicate this in its airport locations in the Americas. Going forward, Mozart Chocolate Liqueur will be a big focus as it’s very successful in Europe and “a perfect fit” for Haleybrooke in the Americas, he says. Asked how he sees the business going in the next few years, Nilson replies: “We like to look at our business on a year to year basis. We are very happy with our great brands but our focus in the next year will be to fill in some categories that will round out
30 THE AMERICAS DUTY FREE & TRAVEL RETAILING NOVEMBER 2019
our portfolio and are in discussions with companies for Champagne and tequila which should be completed in early 2020.” Turning to challenges in the travel retail industry, Nilson cites lack of display space in stores. “I think that the challenges remain the same, as many travel retail operators limit the number of wine and spirit SKUs compared to domestic retailers that can display up to 1,000 selections, so the traveling consumer does not see many new brands in duty free compared to domestic markets. So major brands get most of the shelf space, which is very understandable. There is very little room for new exciting brands as travel retail tends to lag a few years behind the domestic markets in key parts of the world.”
PLEASE SUPPORT OUR BRANDS AT TFWA CANNES 2019
Patrick Nilson +1 845 981 7240 email@example.com Roger Thompson + 1 203 322 9691 firstname.lastname@example.org
â€‚Pillitteri Estates Winery
Heard it through
the grapevine Family owned Pillitteri Estates Winery proves to be a front runner in duty free as it emerges with a winning partnership by JAS RYAT
Richard Slingerland, Vice President of Sales at Pillitteri Estates Winery Inc, pours the Team Canada white, a Gewurztraminer Riesling Pinot Grigio blend
Available now at select duty free locations, Team Canada Wines are a red, a Cabernet Merlot blend, a white, Gewurztraminer Riesling Pinot Grigio blend and Vidal Icewine
ased in quaint Niagara-on-the-Lake, Pillitteri Winery Estates has been perfecting the art of winemaking since 1948. Taking from its nuance of viticulture and winemaking, the family owned and run business recently celebrated a newly developed relationship with the Canadian Olympic Committee. The official announcement in June 2019 said that Pillitteri Winery Estates would be the official wine partner of the Canadian Olympic Team and would produce Team Canada Red, White and Icewine. This partnership includes exclusivity as the wine supplier to all Team Canada functions, as well as exclusivity as the Canadian wine at Canada Olympic House for the next three Olympic Games. Americas Duty Free was on location in September to meet with Richard Slingerland, Vice President of Sales at Pillitteri Estates Winery Inc, who also happens to be part of the third generation involved in the family business.
32 THE AMERICAS DUTY FREE & TRAVEL RETAILING NOVEMBER 2019
Gary Pillitteri the founder and president of Pillitteri Estates Winery still overlooks daily operations at family run winery
The relationship with the Canadian Olympic Committee organizers was built from that point and eventually the idea of a Team Canada wine was discussed. Both parties loved the idea of a donation from every bottle sold to support athletes, naturally evolving into a partnership. Canadian Olympic medalist, Mark Oldershaw, promotes the value in this commitment both parties are invested in. Says Oldershaw: “There is a red and white wine that they have specially made as the Team Canada wines. CDN$1.00 (US$0.76) from every bottle is directed to supporting the Canadian Olympic Team. This is huge for the team as it is a very exciting opportunity. Also, just to have our logo on shelves, in stores and in restaurants is very cool. Obviously, with the Olympics coming up next year, it is a great way to create more awareness for the team.” The Team Canada Wines are a red, a Cabernet Merlot blend, a white, Gewurztraminer Riesling Pinot Grigio blend and Vidal Icewine. The wines will be available to Canadian duty free operators only and have already garnered a number of local listings. “Once we get to the Olympic year, 2020 for the Tokyo Olympics, we will be fully amped up because we will have the full Canadian spirit in full effect,” explains Slingerland. “So what that means is that we will be exposed to new things because this Team Canada Olympic Committee has been doing this for years, they know how to build a strong brand and they are not just going to let it be in the stores, let it be anywhere; they will put a lot of focus on anything that has the Team Canada logo.”
In for the win
A winning partnership: Canadian Olympic medalist Mark Oldershaw actively promotes the Canadian Olympic Committee partnership with Pillitteri Winery Estates
“This partnership is a very involved partnership. It’s not just putting the Olympic rings on the bottles of wine. We are actually working together with this huge Canadian machine, which is the Canada Olympic Committee and that means we have the full support of the athletes. Many of them have visited our winery asking how they can get more involved in the wines and promoting our Canadian spirit. Together we are going to do a lot more in-store, a lot more hands-on promotion,” enthuses Slingerland.
Fruition of partnership
Pillitteri has always been a proud supporter of Team Canada and its athletes. The Pillitteri team had the opportunity to pour wine at the Canada Olympic House in PyeongChang 2018. Slingerland and his team took advantage of this onetime offer to attend the event and see it all unfold.
Chinese travelers play an integral part in Canadian duty free sales. With the rise of political tensions in recent months, Pillitteri Estates Winery, among other Canadian retailer destinations, are watching carefully to see what unfolds and how business will be affected. “Politics are what they are,” says Slingerland. “We are worried about the volume of Chinese traveling as they are avid sweet wine buyers. However, we still believe that the Chinese do love Canada, our beautiful tourist destinations and culture.” China represents one third of Pillitteri’s total wine sales world-wide, this includes both exporting wines to China and Chinese visitors or tourism to the winery in Niagara. China is also largest sales channel for Pillitteri Icewines with over 50% of total Icewine production being exported and sold to China and Chinese Consumers. India has recently caught the winery’s attention as there is an emerging interest in wine. Pillitteri has been monitoring growth in the region to better understand how it can replicate its success in the duty free market. That being said, the interest in wine in duty free has shown growth over the years. Unique packages and specialty wines play directly into the ongoing luxury and premiumization trend across global duty free. Slingerland concludes: “We are happy about this as we think Canadian icewine is a unique and very special product that lends itself well to that premium specialty consumer.”
www.dutyfreemag.com THE AMERICAS DUTY FREE & TRAVEL RETAILING
Executive Director, Frontier Duty Free Association Where were you born and raised? I am actually a small town girl! I was born in Burlington, ON, but moved north of Toronto to Muskoka (specifically to a community called Dwight) when I was very young and grew up there. I look back now and know how lucky I was to grow up in a small community. What motivates you in life? I’m motivated by laughs with family and friends, new challenges – mental and physical, new destinations, seeing my kids doing amazing things and the smile on their faces. What’s the best thing that’s happened to you this year/month/week? The best thing that happened to me this year was my daughter graduating university – I happy cried; this month, the best thing was Thanksgiving with my family; this week, a boat ride on a lake and seeing all the Fall colors. What would you choose as your last meal? Cereal. It’s not just for breakfast.
What’s your favorite ’90s jam and why? “Smells like Teen Spirit” Nirvana. It takes me back to University. That’s probably all I should say about that… How would you rate your memory? I can remember every phone number I have ever had in my life but I can’t remember what I had for breakfast…It was probably cereal though.
What were you like in high school? It’s a little embarrassing…but I was a band nerd. What do you think about when you’re alone in your car? Most of the time, I’m singing in the car (not well but that’s not important), but if not singing, I’m usually going over my to-do list. Are you more of a hunter or a gatherer? The only thing I know how to hunt is shoes. Level expert. Do you prefer country or city? My sanity requires a healthy dose of both. What is your favorite place to vacation? The cottage. Hands down. Please don’t ask me to go anywhere else in the summer. What do you work toward in your free time? I always have a physical goal and that is what I dedicate my free time to. I did my black belt in karate a number of years ago and now training for triathlons. What in the world would you most like to change? I would like a world where no one ever has to feel like they are “different” or not accepted. We are all on this bouncing ball together – let’s be good to each other.
34 THE AMERICAS DUTY FREE & TRAVEL RETAILING NOVEMBER 2019
What about yourself would you most like to change? I would like to not question myself or my abilities as much. Did I answer that ok? What is the most important piece of advice anyone ever gave you? A very vivid memory of mine is when I was struggling to do an in-class assignment in high school and my teacher strolled by and wrote on my notebook, “ask for your limitations and they are yours”. What is something about you that most people would find surprising? See question number one that I grew up in a small town and questions number seven that I was a band nerd. Bonus answer, I was a Tomboy and once had a pet racoon and a pet duck (not at the same time) If you could know the absolute and total truth to one question, what question would you ask? I really want to know if there is life on other planets or other planets/ universes that we don’t even know about. If you had the opportunity to meet one person you haven’t met, who would it be, why, and what would you talk about? Ruth Bader Ginsberg – Notorious RBG. What motivated her? What continues to motivate her? What advice does she have?
2019 FDFA CONVENTION
PARTNERING FOR GROWTH CANADAâ€™S EXCLUSIVE DUTY FREE CONVENTION King Edward Hotel, Toronto, ON November 11-14
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