Page 2 - CiR - State of the Nation 2018 - Sampler

“It is clear that old traditions must die-hard. An increase in travellers no longer ensures a growth in sales”
Introduction
If 2016 saw the democratic world engage in, surely, one too many apéritifs – as the UK divorced from their partners in Europe and began deciding on either weekly or monthly visits and an alimony settlement...only to be ‘Trumped’ by the new American president – then 2017 was surely the year of the hangover.
Travel Retail though has remained as resilient as ever. The industry has excelled past its 2016 position and is unlocking growth from each corner of the market. As an industry we need to be careful of not overestimating growth – due to the inaccuracy of data collation within our channel – but this should not detract from the exciting prospects that present themselves for 2018.
It is clear however that old traditions must die-hard, for example, the organic growth of the early 2010s allowed the mind-set of more travellers = incremental spend to prevail. The new-normal is far from this truth. Success is now defined by innately understanding the differences of your shoppers and in their purchase motivators. Consumption has evolved beyond the instantaneous and now needs to reflect the consumers’ role in society. Finally, accepting a digital strategy in to your core business model is a must, no compromise.
Are you geared for success?
All views expressed in this document are that of CiR Insight Manger, Lawrence Scott. For further information please contact lawrence@counterintelligenceretail.com