Page 76 - IAADFS World Summit 2025 Special Issue_Neat

INSIDER

William Grant & Sons targets the experience with digital touchpoints and
engaging shop-in-shops

William Grant & Sons has embraced
digital and experiential activations as it
attempts to reach the shopper throughout
all aspects of the traveler journey.
Gwilym Cooke, Head of Brand
Marketing – Global Travel Retail for WGS
tells TMI that it is key to engage with the
potential consumer before they have even
left for their trip.
“We have created some campaigns
where we’re focusing on pre-trip, trying to
engage with people earlier in the process,
when they’re starting to think about travel,
or when they’re looking to book their Glenfiddich has collaborated with renowned contemporary ink artist Zhang Yu
flights,” he tells TMI. on an exclusive collection of limited-edition Lunar New Year gifts.
However, Cooke says that the main
focus is still within the airport with shop- “The big airports in the U.S. remain a then meeting what they are looking for.
in-shops one of the best ways to tell the priority for us. Hopefully, sooner or later, We understand that most people aren’t
brand story in the right way. the shop-in-shops will make their way traveling every week, and so therefore the
“The quality of the shopper experience to key airports in the U.S. We also see opportunity to get people’s attention and
is really important. Our shop-in-shops opportunities for Hendricks, especially in get them to buy something is single, so it’s
are a way for us to really elevate the Latin America.” really important to be relevant.”
shopping experience. Gifting stations with WGS is continuously looking at the WGS is focusing on offering unique
personalized gifting are at the heart of these best ways to connect the next generation to products, travel retail exclusives and
shops. And there are a lot of digital touch its brands, says Cooke. experiences in travel retail and paying
points, as well as QR codes. We have our “It is such a dynamic, diverse attention to cultural moments and
brand ambassadors there sampling. The and increasingly younger, increasingly celebrations.
entire aesthetic is a much more luxury more affluent consumer base, which is “We know Lunar New Year and
asset.” inherently digitally savvy. They have a high Diwali are big cultural moments and there
WGS opened luxury retail spaces at expectation of a brand delivering against are many things we can do to develop our
Seoul Incheon and Tapei, and Cooke says he their consumer needs,” he says. strategies and offer the right products and
sees opportunities for these type of spaces in “For us it is about recognizing gift solutions.”
the Americas, especially in LAX or JFK. those dynamics and those trends and

The William Grant & Sons stand at the 2024
TFWA World Exhibition in Cannes was inspired
by its recently introduced shop-in-shop concept.

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