![]() ![]() Passenger dynamics are changing dramatically and will continue to do so. A revolving glorifier for The John Walker stands in the middle of a huge circular presentation area showcasing the expanding Johnnie Walker portfolio.ĭiageo Global Travel & Middle East Customer Marketing Manager Adam Irvine said he sees this initiative as an indication of things to come: “We believe the gateway American airports can offer an amazing canvas for travel retail to engage shoppers with a premium retail experience and premium brands. While the store has only been trading since mid-December, early sales results are positive, DFS and Diageo said.Īs part of the revamp, ultra-premium Scotch whiskies such as Johnnie Walker Blue and The John Walker sit alongside high-end Cognacs and other rare spirits. As such, they looked beyond their own portfolio and indeed beyond liquor to help us create a holistic approach that provides subtleties of flow and navigation, making the shopping experience both easy and a pleasure.” We asked Diageo to help us leverage the latent power in the leading brands across key categories. New international flights are bringing many North Asian passengers, and there is strong growth from Australia and New Zealand, as Los Angeles Airport is a principal gateway to the Asia Pacific region.ĭFS and Diageo decided to combine their knowledge of these new travellers to devise a sophisticated and contemporary approach to category management in the core categories, including liquor, tobacco and luxury confectionery.ĭFS Global Vice President – Merchandise Manager Spirits, Wine and Tobacco John Hoover explained: “The changing passenger mix is a positive opportunity to do something radical with our store space. The world-leading travel retailer is redesigning key product categories in the 12,000sq ft store, to cater to the terminal’s changing passenger mix. The project – a work-in-progress which will be completed in the next few weeks – was previewed to members of the media on Monday (31 January) by top DFS North America executives including Managing Director Polly Nelson and Vice President Business Development Joe Lyons. DFS and Diageo have partnered to transform the liquor category merchandising in the retailer’s landside store at Los Angeles Airport’s Tom Bradley International Terminal (TBIT). ![]()
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