BATI Continues Analysing Tobacco Consumer Behaviour

Source from:  DFNI (uk)  05/08/2013

The supplier is committed to providing innovation in product communication.　

British American Tobacco International (BATI) has emphasised its commitment to understanding the evolution in tobacco consumer behaviour and providing innovation in product communication to satisfy consumers.

According to the supplier, continuous transformation of the travel industry means shoppers' unmet desires and behaviours keep changing. BATI said it "remains committed to delivering innovative experiences to adult smokers in duty-free stores".

Findings indicate around one-third of smokers shopping at the airport are looking for indulgence, gifts and souvenirs, which are poorly represented in this segment of exclusive products.

BATI general manager Stefano Mariotti said: "Research shows that on average people travel one-and-a-half times per year. That's why the time spent browsing through the shelves in travel-retail is by far more precious than the weekly routine in the neighbourhood supermarket. BATI is taking steps to address adult tobacco consumers' needs for exclusive and innovative offers in various exciting ways."

The supplier cites its Vogue brand as an example of exclusivity and novelty. Established in 1932 Vogue is selling in more than 55 countries including travel-retail. Its latest Vogue Travel-Retail Exclusive editions were launched in over markets at the end of 2012.

BATI head of operational marketing Martin Hughes added: "Vogue Travel Retail Exclusive editions' idea originated from an iconic experience: summer holiday on the French Riviera. The execution involved redesigning the classic Vogue packaging and offering two of the best sold Vogue products in eye-catching and gift-enhancing outers. Communication materials recreated the feeling of the summer holiday breeze inside the store, inviting shoppers to discover this offer.

"The after-launch results speak for themselves. The research showed that over 50% of those who browsed through the tobacco area noticed the launch. One-third of the tobacco shoppers to whom we talked were motivated by the exclusivity aspect, the possibility of offering the innovative product as a gift or by the engaging design," Hughes concluded. Enditem