RELIABILITY OF MARKETING AND COMMERCIAL DECISIONS
The Travel Retail division of the world's leading cosmetics and beauty company wanted to make its marketing and sales decisions more reliable.
The travel retail market (duty free sales at airports, airlines, ferries or borders) is worth around €80 billion worldwide. It has been growing very rapidly, at double-digit rates for several years and is now referred to as the "6th continent". Nevertheless, it is also very competitive with multiple retail players on a global scale. Travel retail customers are not quite like other car travelers, tourists and with a non-classical customer experience (experience crossed with that of the airport or airline, captivity during the shopping experience).
The implementation of a specific tool for analyzing data by geographical area, sales channel and type of product was necessary to understand the specificities of local markets and to make marketing decisions (orientation of product ranges) and commercial decisions (proposals adapted to consumers).
Abington’s support
Abington has supported the Business Intelligence Department designing a tool and model of analysis:
Exploitation of data from retailers around the world (sell out)
Breakdown of analyses by geography, brands and products
Development of estimation models in the absence of data
Integration of external data
Writing functional and technical specifications
Design of market estimation models
Creation of dashboards for monitoring brand performance
Audit of the quality of the data provided by the distributors
Implementation of data governance, at Master Data level, focused on automation, simplification of maintenance and data quality