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This presentation outlines key insights into maximizing brand success through a comprehensive understanding of category roles within the tobacco market. Focusing on consumer behavior, it reveals that 4 out of 5 smokers remain loyal to their brands, with domestic purchase patterns mirroring those in duty-free environments. With over half of smokers not purchasing tobacco at airports, there is a significant opportunity to innovate and drive footfall in retail spaces. By leveraging analytics on footfall, conversion, and basket size, this roadmap aims to enhance operational efficiency and maximize brand value across various consumer segments.
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Maximizing Brand Success The Value of Understanding Category Roles
Agenda • Core insights • Category roles • Examples of driving footfall • Insight to Value
Tobacco brands built in domestic • 4 out of 5 smokers will not switch brands • Domestic market purchase behavior is replicated in travel retail
Reasons for purchase in Duty Free • 2 out of 3 buy cigarettes to stock up • Choice is in your store or not?
Do smokers buy? 51% of smokers do not buy tobacco at airports
Distinct Product Group Roles Tobacco P&C Liquor Food P&C Tax Free
Analytics Deliver Clear Facts For A Store Planning Strategy… Tills Food Tax-free + Souvenirs Liquor P&C Fashion & Luxury Tobacco
Tobacco Role Has 3 Clear Deliverables… Footfall Conversion Basket Size DESTINATION
Summary • Focus on the role of each category delivers operational efficiency opportunity. • Follow consumer thinking path and target the right consumers. • The Right Tobacco Analytics: • Footfall • Conversion • Basket Size Demonstrates fundamental Revenue & Profit opportunity. The roadmap to maximize brand value.
