Lagardere
EXPANDING THE HORIZONS OF TRAVEL RETAIL
ProjeCt
A comprehensive analysis to identify growth opportunities and develop a roadmap for the future of a leading travel retail business.
CHALLENGE
Travel retail – a fast-paced and dynamic category encompassing stores in airports, train stations, and ferry terminals – presents unique opportunities and challenges. Lagardère tasked us with conducting an in-depth audit to uncover new growth possibilities and define the role of an omnichannel strategy, seamlessly integrating online and offline sales, to drive further development.
EXECUTION
We began with a detailed cultural and semiotic analysis to understand how travel retail operates and is perceived in various parts of the world. These insights helped us identify key trends and consumer needs. Our focus was on objectively mapping the current state of the market, taking into account traditional retail practices alongside the growing influence of digital sales channels. We also analyzed competitor activity, market trends, and emerging growth opportunities while examining how technology impacts omnichannel strategies.
The audit findings enabled us to pinpoint areas requiring improvement or optimization, particularly in bridging the gap between online and offline channels. Building on these insights, we proposed strategic directions designed to enhance customer shopping experiences. Our recommendations included practical ideas for leveraging the synergy between digital and physical retail environments in the travel category. The strategy also laid the groundwork for implementing performance monitoring tools and dynamically adjusting operations based on market feedback. The next phase involves developing detailed solutions and implementing them effectively.
RESULTS
The project provided Lagardère with a deeper understanding of the current state of travel retail and the transformative role omnichannel strategies can play in its evolution. The audit results and proposed strategic directions created a robust foundation for implementing new solutions that support growth.
