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.”
No comments:
Post a Comment