Tuesday, 12 September 2017

Imperial Tobacco continues with Experience and Evolution approach for TFWA Cannes

This year’s TFWA World Exhibition sees Imperial Tobacco continue tradition on Experience & Evolution through its themed stand in Cannes (GO6).

Our goal at this year’s TFWA World Exhibition is to meet our clients from across the globe on our Experience & Evolution themed stand which, this year, is divided into various meeting rooms that reflect our focus and strategies for the coming year. Cannes provides us with a very dedicated business environment to build upon our already very close customer working relationships and present our new products, marketing and promotional plans – as well as enjoying a ‘sundowner’ on the terrace to relax at the end of the day.

The mix of Experience and Evolution of this year stand reflects the long tradition of Imperial Tobacco as a ‘Total Tobacco Company’. “Experience is demonstrated by Imperial’s knowledge of travellers needs and global behavior patterns along with our strength in product development to meet those requirements,” says Christian Münstermann, Sales and Marketing Operations Director Global Duty Free.

Evolution stands for Imperial’s approach to understanding the whole travelling consumer journey and coverage of all touch-points whilst also representing our drive for new ways and skills approach to further enrich our knowledge.” It matches very well with the future of Duty Free “Now that we celebrate 70 years of Duty Free we look at the past but also to upcoming challenges and trends” – Dr. Jennifer Cords, Imperial’s Corporate Affairs expert puts Brexit into perspective: “Whatever happens to the world, it happens to Duty Free. Brexit is only one – very European - element of political changes that have an impact on Duty Free business. Duty Free is experienced in dealing with challenges like currency issues or political crisis.”

Key design elements on the stand will reflect the past, present and the future. A giant world map wall, for example, will pinpoint Imperial’s brand ambassadors and shop staff globally with videos on the value and importance of training.
360connect is a new state of the art customer relationship management tool which forms part of ITG’s vital training and education strategy for its staff and brand ambassadors globally. Providing an interactive platform to support engagement between ITG, representatives and customers, it is an app-based solution that works off any iOS device with functions including audits for availability, pricing, and facings.

 “We know that inspired, well-informed and friendly staff can be an important final link in ensuring the right brands and products are in the right locations at the right price. Staff must be product aware and know the differences between tobacco blends and strengths. They need to be able to engage directly with the traveller, recommending alternatives, explaining allowances etc.”

Customer experience is equally important and the Davidoff meeting room uses a exciting Lion 3D graphic sculpture to boldly communicate the new ‘For the Hunters 2.0’ campaign. ‘It’s a very strong campaign, targeting those who hunt for quality” continues Münstermann, “With global roll-out across travel retail coinciding with Cannes, we’ll be focusing strongly on Davidoff at TFWA World Exhibition, but we will also be highlight our key brands Lambert & Butler, West, Gauloises, Golden Virginia and Cohiba Mini Cigars.”

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