{"id":2648,"date":"2015-12-02T00:00:00","date_gmt":"2015-12-01T23:00:00","guid":{"rendered":"https:\/\/globe-group.com\/non-classifiee\/le-shopper-marketing-pour-les-marques-de-luxe-sur-un-air-de-travel-retail\/"},"modified":"2021-04-12T14:12:48","modified_gmt":"2021-04-12T13:12:48","slug":"les-marques-de-luxe-travel-retail","status":"publish","type":"post","link":"https:\/\/www.globe-shopper.fr\/fr\/article\/les-marques-de-luxe-travel-retail\/","title":{"rendered":"Le shopper marketing pour les marques de luxe : sur un air de travel retail"},"content":{"rendered":"

Le travel retail<\/a> se d\u00e9finit comme le business r\u00e9alis\u00e9 au moyen d\u2019activit\u00e9s marchandes dans des magasins pr\u00e9sents dans les gares et les a\u00e9roports, en zone d\u00e9tax\u00e9e (duty-free) ou non. Des infrastructures sp\u00e9cifiques, d\u00e9di\u00e9es aux voyageurs et aux shoppers du monde entier.<\/p>\n

Le travel retail : un nouveau pilier de croissance <\/strong><\/p>\n

Ce circuit de vente hors taxe date de l\u2019apr\u00e8s-guerre. Il s\u2019est largement d\u00e9velopp\u00e9 aux cours des ann\u00e9es 60. Longtemps associ\u00e9 \u00e0 la vente de cartouches de cigarettes ou de bouteilles d’alcool dans des boutiques d’a\u00e9roports sans \u00e2me, le march\u00e9 des produits d\u00e9tax\u00e9s a \u00e9volu\u00e9 : la beaut\u00e9 (parfums et cosm\u00e9tiques) repr\u00e9sente aujourd\u2019hui 30% des ventes totales la premi\u00e8re cat\u00e9gorie de ce circuit. Le travel retail suscite ainsi l\u2019int\u00e9r\u00eat croissant des enseignes internationales.<\/p>\n

Citation :<\/p>\n

\u00ab\u00a0Ce circuit de distribution est un march\u00e9 strat\u00e9gique pour le d\u00e9veloppement et la visibilit\u00e9 de nos marques et contribue \u00e0 la conqu\u00eate du milliard de nouveaux consommateurs.\u00a0\u00bb<\/p><\/blockquote>\n

Barbara Lavernos, Directeur G\u00e9n\u00e9ral Travel Retail L’Or\u00e9al
\nLes a\u00e9roports ont profond\u00e9ment transform\u00e9 leur mod\u00e8le \u00e9conomique pour cr\u00e9er de v\u00e9ritables \u00ab malls \u00bb. A l\u2019image de l\u2019a\u00e9roport de Singapour \u2013 en plein chantier \u2013 qui va se doter d\u00e8s 2018 d\u2019une serre g\u00e9ante en forme de d\u00f4me futuriste : le concept d\u2019a\u00e9roport est r\u00e9invent\u00e9, \u00e0 la fois espace commercial \u00e0 parc urbain, pour une exp\u00e9rience singuli\u00e8re et immersive. Objectif ? Maximiser l\u2019exposition des marques, fid\u00e9liser et recruter de nouveaux clients.<\/p>\n

Un circuit de marque pour le luxe : le 6e continent<\/strong><\/p>\n

Lieu de contact privil\u00e9gi\u00e9 avec une client\u00e8le \u00e0 la fois captive et hautement qualifi\u00e9e : le \u00ab Global shopper \u00bb (consommateur du travel retail) ach\u00e8te l\u00e0 o\u00f9 il se trouve, et non plus l\u00e0 o\u00f9 il vit : le profil du voyageur et les comportements d\u2019achat ont \u00e9volu\u00e9.<\/p>\n

Citation :<\/p>\n

\u00ab\u00a0Ce circuit touche des clients probablement plus int\u00e9ress\u00e9s par le luxe que la moyenne et qui sont sur repr\u00e9sent\u00e9s (\u2026) car l’exp\u00e9rience de shopping progresse consid\u00e9rablement dans les a\u00e9roports \u00ab\u00a0<\/p><\/blockquote>\n

Patrick Albaladejo, directeur g\u00e9n\u00e9ral adjoint d’Herm\u00e8s interview\u00e9 dans le Nouvel Observateur
\nAvec 3,6 milliards de passagers par an pr\u00e9vus en 2016, ce march\u00e9 devrait repr\u00e9senter 100 milliards de dollars \u00e0 l\u2019horizon 2024 . En France, il a g\u00e9n\u00e9r\u00e9 en 2014 un chiffre d\u2019affaire de 1,7 Mds d\u2019\u20ac (dont 47% Duty-Free & luxe), soit une croissance de 6% par an (Source : LS Travel Retail France). L\u2019a\u00e9roport devient ainsi un cadre id\u00e9al pour une exp\u00e9rience d\u2019achat in\u00e9dite, et une opportunit\u00e9 pour les acteurs du luxe.
\n______________________________________<\/p>\n

1- Nouvel Obs, Nouveau champ de bataille du luxe, 18\/12\/2013<\/p>\n

2- Store and Stories, Un nouveau monde \u00e0 conqu\u00e9rir<\/p>\n","protected":false},"excerpt":{"rendered":"

Le travel retail se d\u00e9finit comme le business r\u00e9alis\u00e9 au moyen d\u2019activit\u00e9s marchandes dans des magasins pr\u00e9sents dans les gares et les a\u00e9roports, en zone d\u00e9tax\u00e9e (duty-free) ou non. Des infrastructures sp\u00e9cifiques, d\u00e9di\u00e9es aux voyageurs et aux shoppers du monde entier. Le travel retail : un nouveau pilier de croissance Ce circuit de vente hors […]<\/p>\n","protected":false},"author":8,"featured_media":2282,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[33],"tags":[89,104],"acf":[],"yoast_head":"\nTravel Retail - Le shopper marketing pour le luxe - GLOBE<\/title>\n<meta name=\"description\" content=\"Le travel retail : Business r\u00e9alis\u00e9 au moyen d\u2019activit\u00e9s marchandes dans des magasins pr\u00e9sents dans les gares et les a\u00e9roports...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.globe-shopper.fr\/fr\/article\/les-marques-de-luxe-travel-retail\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Travel Retail - Le shopper marketing pour le luxe - 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