20%+ duty-free sales
FMCG
Reach
A global beauty brand was only advertising to passengers once they were already in the airport. Navigator reached confirmed flyers in the two weeks before departure, with footfall measurement closing the loop on in-store sales.
The Challenge
A global beauty brand selling products in airports across the world was exclusively running campaigns targeting passengers when they were already in the airport.
This approach was proving expensive and underwhelming, as every competing brand was employing the same last-minute tactics. The brand recognised that effective marketing requires engaging potential customers throughout their journey, not just at the final moment, but previously had no solution to reaching their customers earlier in the passenger journey.
They needed a strategy to reach their target audience earlier in the travel planning cycle, allowing them to build brand consideration via multiple touchpoints before passengers arrived at the airport in order to drive sales.
The effectiveness of their campaigns via the tracking of incremental sales was also a problem they wanted to solve as the purchase of their product is an offline event — happening in a physical store they do not own.
The Strategy
Navigator created highly targeted audiences of passengers who were 100% confirmed to be flying through the brand's key airports across EMEA during the critical two-week period before their flights.
This approach allowed the beauty brand to engage their target customers throughout the pre-travel planning phase, building brand awareness and consideration long before passengers arrived at the airport.
By reaching travelers early in their journey and maintaining presence through to the point of potential purchase, the campaign created a sustained brand relationship.
This multi-touchpoint strategy meant that when passengers finally arrived at the airport, they were already primed to purchase from the brand, giving them a significant competitive advantage over rivals who only advertised in-airport.
Navigator is partnered with a footfall measurement provider so was able to report on how many people visited the duty free stores as a result of the campaign. This coupled with their own sales data meant that they could prove how effective these campaigns were.
The Results
20%+
Increase in sales in airports where campaigns ran compared to control airports.
25%
Uplift in brand awareness among the travelling audience.
Growth
Sustained sales growth benchmarked against previous year performance volume of qualified traffic.
The Conclusions
Reaching your customers earlier in the buying cycle and maintaining presence all the way through to the point of sale leads to significant increases in both sales and brand awareness compared to competitors. This multi-touchpoint strategy fundamentally outperforms last-minute airport-only advertising approaches.
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