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Pre-travel marketing Your brand in their hands


Stories

Facts Market

“I don’t speak French at all, and very little English, so to find a booklet focused on shopping, that was in Chinese, and guided me to stores where there would be Mandarin speakers was extremely useful.”

China

Brazil

China is now the number one nation in terms of spending on tax-free goods, and if 2011 is anything to go by, the amount spent will continue to increase.

The one to watch …sixth highest spenders on Tax-Free goods with sales in 2011 up 26%... GDP up 3.8% in 2011

The United Nations’ World Tourist Organisation (UNWTO) forecasts that the number of outbound tourists from China will increase annually by 11%. By 2020, and possibly sooner, there will be 100m Chinese international travellers - 6% of global tourists, more than from any other country.

“To be given a VIP invite to such a prestigious store, which offered me a discount was a great privilege. It made me even more excited about all the experiences I would have on my holiday in Europe.”

Russia

“In Russia, it is hard to trust that products are genuine, and not counterfeit. I felt that the stores featured in the Global Blue Essential Guide would all be reputable, and that I could trust their prices and standards of service.”

Russians are now the second highest spenders on tax-free goods, not far behind the far more populous Chinese. In 2011 spending on Tax-Free goods was up by 31% on 2010. Russians love fashion and luxury goods and their spend is dominated by this sector. Italian retailers in particular benefit from the enormous spending power of Russian visitors.

In 2011 spending on Tax-Free goods was up by 31%

Outbound tourism on the rebound … Baby Boomers are an important market … Fashion and Clothing is most popular with Russians Japan

Japan has one of the lowest birth rates, and the oldest population in the world. Although Japan’s economy has not experienced the success it saw in the boom years of the 80s and early 90s, for all the talk of stagnation, it’s worth remembering that the vast majority of Japanese still have an extremely high standard of living and good level of disposable income Older consumers and single women (known as ‘makeinu’) are important customers.

Brazilians are now the sixth highest spenders on Tax-Free goods in the world, with a dramatic rise in the last few years as the Brazilian economy powers ahead. Many Brazilians have cultural and family ties to Europe and as they get wealthier, many more are traveling to explore their roots. This is the market to watch. Middle East

Tourism spend by visitors from the Middle East continues to astound: 2011 was up on 2010, which exceeded even the bumper figures from 2008. With long-haul travel from the region forecast to expand by 10% every year for a decade, the prospects are awesome. Visitors from countries in the Gulf Cooperation Council – Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the United Arab Emirates – are the highest spenders per capita on tax-free goods. UK

The UK is by far the most popular destination for Middle Eastern visitors, whether they originate from the relatively conservative Saudi Arabia or from flashy Dubai. Indonesia is the 5th largest consumer of tax-free goods …90% of that spend is in Singapore … economy forecast to grow 6.2% in 2012


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Essential guide Tell international customers the story of your business in a beautifully produced, glossy guidebook. The Essential Guide showcases your brand, its heritage and its key products. • Distributed in the traveller’s home country at the point of booking, when most shopping destination decisions are made. • Showcase your brand with high-quality editorial and photography. • Ensure international customers are aware of your brand before they take off

Global Blue’s Essential Guide is given to travellers at the most important part of the journey, the planning stage, via kiosks situated prominently in leading travel agents, and racks located in strategic areas like VIP Lounges and departure gates at airports across China, Japan, and Russia.

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Услуга Ta в магаз x Free Shoppin инах M g anor • длManor Tax Free Shopping bei я всех ту рист эмигра ов и шв нтов. ейцарс ких • Für alle Touristen und im Ausland • Возв рат lebende Schweizer. стоимо налога осущес сть поку твляется по шв , ес к ейцарс • Ab einem Warenwert von 300 CHF können ких фран превышает 30 ли 0 ков. Sie sich die gezahlte Mehrwertsteuer • Прос то попр осите на erstatten lassen. выдать ших Вам чек Tax Refun сотрудников • Fragen Sie unser Personal einfach nach d Cheque . einem Tax Refund Cheque. www.global-blu e.com www.global-blue.com

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Maps: You can choose to have a map of the city with your store’s location highlighted.

Translation: Our experts can translate your text into any language.

Editorial Request: Use our talented journalists to help create the content for your Essential Guide.

Travellers can also download the Essential Guide from the Global Blue website and smartphone application.


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The slip case The Slip Case is beautifully produced, durable vessel for marketing materials such as the Essential Guide, ensuring they are valued, and most importantly, retained. • Ensure your booklets ‘feel’ valuable • Create an aspirational gift for travellers • High-quality printing suitable for high-end promotions

Global Blue’s Essential Guide is given to travellers at the most important part of the journey, the planning stage, via kiosks situated prominently in leading travel agents, and racks located in strategic areas like VIP Lounges and departure gates at airports across China, Japan, and Russia.

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• Für alle Touristen und im Ausland • Возв рат lebende Schweizer. стоимо налога осущес сть поку твляется пок швkönnen , ес ейцарс • Ab einem Warenwert von 300 CHF ких фран превышает 30 ли 0 ков. Sie sich die gezahlte Mehrwertsteuer • Прос то попр осит erstatten lassen. выдать Вам чек е наших сотр удни Tax Refun • Fragen Sie unser Personal einfach nach d Cheque ков . einem Tax Refund Cheque. www.global-blu e.com www.global-blue.com

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Translation: Our experts can translate your text into any language.

Travellers can also download the Essential Guide from the Global Blue website and smartphone application.


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The Collections The Collection is a glossy booklet that provides a succinct snapshot of recommended brands within a city, grouped within a particular category. It highlights some of the best brands in the city as well a snapshot into key pieces, exclusive offers for the season, and where to find them. It provides the perfect opportunity to get your brand in front of prospective tourists. The Collection 5 Boutiques The Collection 10 Boutiques The Collection 15 Boutiques The Collection 5 Hotels

• Tell visitors about your heritage, special offers, and unique selling points • Top quality production and printing ensure your brand is well represented At least 3 possible content styles to introduce yourself: • Product: Choose the Product Spread to highlight your most exciting, prestigious, or luxurious ‘hero’ products

The Collection 5 Department Stores

• Brand : Choose the Product Spread to tell the world your story, your values, and your point of difference

• Ensure your brand is ‘top of mind’ with international tourists

• Map: Choose the Map Spread to guide travellers directly to your door

The Collection Department Store

Global Blue’s Essential Guide is given to travellers at the most important part of the journey, the planning stage, via kiosks situated prominently in leading travel agents, and racks located in strategic areas like VIP Lounges and departure gates at airports across China, Japan, and Russia.

Travellers can also download the Essential Guide from the Global Blue website and smartphone application.


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VIP invite The VIP Invite is a hand-written, targeted, premium method of introducing your business to international customers. Present carefully selected, high-end travellers with an invitation to visit your business and there receive a gift or special offer; or highlight an upcoming event. • Make potential customers feel privileged • Delivered by hand at top travel agents • Target only the right customers

Услуга Ta в магаз x Free Shoppin инах M g anor • длManor Tax Free Shopping bei я всех ту рист эмигра ов и шв нтов. ейцарс ких • Für alle Touristen und im Ausland • Возв рат lebende Schweizer. стоимо налога осущес сть поку твляется пок швkönnen , ес ейцарс • Ab einem Warenwert von 300 CHF ких фран превышает 30 ли 0 ков. Sie sich die gezahlte Mehrwertsteuer • Прос то попр осит erstatten lassen. выдать Вам чек е наших сотр удников Tax Refun • Fragen Sie unser Personal einfach nach d Cheque . einem Tax Refund Cheque. www.global-blu e.com www.global-blue.com

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Translation: Our experts can translate your text into any language.

Hand-to-hand, personalised distribution by leading travel agents including Ctrip, Caissa, Trip TM, PAC-Group, Roza Vetrov, UTS-Travel across China and Russia


Meet and greet If you want your brand to create a buzz among high-spending Chinese and/or Russian consumers, then it pays to get out there and meet the key movers and shakers, the people who can help your brand catch fire in the public’s mind. Global Blue knows all the right people and can help you make all the right connections. Create a buzz amongst the media, with tour operators, private member clubs and key opinion formers.

FAM [Familiarity] Tour Create a buzz by inviting 15 key media and / or travel industry movers and shakers to witness the wonders of your product or store.

• Introduce your brand to the people who can truly deliver new business • Expose your expertise to the local experts! And then sit back and read the positive coverage • Ensure you impress by presenting your product at the time and place of your choosing

Tour Operator Road Show Bring your story to the market by presenting to executives of leading tour operators, and then enjoying face-to-face contact with them afterwards. Understand the local market and explain why your business, product, or stores deserve a share of the international tourist’s rapidly increasing spend

• Measure your business’ potential with overseas consumers • A unique opportunity to build relationships with tour and group itinerary organisers • Each seminar is tailor-made and includes face-to-face meetings with tour operators to determine common cultural and strategic objectives

Top Travel Celebrity Invite a star accompanied by appropriate media to your store and create a ready-made story to ensure positive media coverage.

• Chinese and Russian media is fascinated with home-grown celebs and a visit by a leading talent to experience and enjoy your store is bound to generate coverage • Cut through the fog with a ready-made story • The media accompany your selected celebrity


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The cultural sales and training Cultural Sales Training

Use our knowledge of global shoppers to train your staff how to serve them better. Our Chinese, Japanese or Russian Customer Workshops begin with a quick introduction to the country, and then ask why these customers matter? Then we take a closer look at their culture and typical customers, before honingin on the in-store journey and how to tackle tour groups.

• To serve a customer well you need to understand their needs and desires • Together Chinese and Russian customers make up almost half of the total tax refunds administered by Global Blue • Most sales staff find our courses invigorating, motivating, and fascinating

Additional Day

Questionnaire

Book an additional day (has to be the day following the classroom session day)

Global Blue can interview 250 travellers at our tax-free offices, in travel agencies, or at pre-travel seminars to obtain a snapshot of their knowledge of a brand amongst outbound


Phone: +41 (22) 363 7740 Fax

+41 (22) 363 7750

Email: info@global-blue.com Global Refund SA Route de Divonne 46 CH-1260 Nyon Switzerland


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