With limited space onboard it is vital that every product listed fulfils an authentic customer need and contributes to profitability. There needs to be a clear reason to buy for each product, be it great value, uniqueness or to meet an immediate need.
Data driven and using a category management approach to range selection, we treated categories as separate business areas which ensure all retail needs are catered for in the most efficient way with the optimum number of products. Aligned with this we incorporated space planning, promotional strategy and brochure design, all linked to continual review of performance to drive retail growth.
16% year on year growth in boutique sales
With a range of just 44 SKUs - less than half that carried by many competitors - that weighed only 11kgs, we were able to deliver 16% year on year growth in boutique sales. Just as importantly every product in the range made a strong contribution to total sales and we were able to deliver an offer to delight customers and positively represent the airline brand.
Tags: Case Studies