MARKET REVIEW SUMMER 2017 GIFT WITH PURCHASE

Transcription

1 MARKET REVIEW SUMMER 2017 GIFT WITH PURCHASE ITALY MILAN Visit 21 st -22nd June 17

2 Contents GWP_Finished Good La Rinascente..p. 4-9 Coin. p Sephora p Limoni Profumerie..p Marionnaud. p Douglas p Gift In A Set La Rinascente..p Coin...p Sephora..p Limoni Profumerie.. p Marionnaud. p Douglas p Summary p. 93

3 GWP_Finished Good

4 Piazza Duomo, 20121, Milan GWP

5 D&G Light Blue GWP 1. Small size Poly cotton pouch with print 2. Free with ml Average pricing EUR Pouch was not displayed, but noticed a pile of boxes behind counter and one open sample was under fragrance stand just to show consumers. No board or any sort of display showing there is free gift. 4. D&G Light Blue was one of the best selling according to sales assistant.

6 Narciso Rodriguez GWP 1. Evening PU clutch in black and pink colour, 1ml of 3 perfume variants, 200ml body lotion all these give away s with purchase of EUR depending on which line was selected. 2. Lots of samples and add ons, hard selling team and stand was in the middle of the walk way between other fragrances. 3. The pouches and samples were displayed on the shelf counter to show consumers of the offer.

7 Lancome 1. PU cosmetics pouch GWP 2. Free with 3 products (eye liner, mascara etc), assistant also offered for 2 products as well. 3. Stored behind counter but displayed on low level shelf. GWP

8 Emporio Armani 1. Large Weekend Polyester with black trim bag GWP - unisex 2. Mens EUR 94 and Womens EUR 112, free bag with either purchase. 3. Not displayed. Only shown when asking the assistant if there was any gifts with Emporio Armani since it was noticed in other stores. Stored in a cupboard approx 5 left. 4. Beauty adviser confirmed bag was really good quality for a GWP and great value GWP

9 Collistar Piquadro 1. Polyester pouch GWP for men 2. Free with 50ml purchase at EUR 34, with shower gel. 3. Displayed on front counter in blue colour and brown colour which was other other variants. GWP

10 Piazzale Antonio Cantore, 12, Milano GWP

11 D&G Light Blue 1. Medium size Poly cotton pouch with print / Towel 2. Pouch free with up to 50ml of either men s (EUR 65) or women s (EUR 81) 3. Towel free with purchase of 100ml approx EUR Well displayed 5. D&G Light Blue was one of the best selling according to sales assistant. GWP

12 Azzaro - Wanted 1. Toiletry Pouch in barrel shape - GWP for men 2. Free with 50ml or above; EUR &100ml EUR Displayed towards front of store on small stand with the fragrance. 4. Rest of pouches stored behind counter in drawer/cupboard. GWP

13 Givenchy 1. Trapeze shape black vinyl pouch - GWP for women 2. Free with any Givenchy product EUR Displayed on a stand behind the fragrances and with other Givenchy products. GWP

14 Hollister 1. Sports Cap - GWP for Men and Women 2. Free with either purchase over 50ml. 3. Item not displayed, but this card was by the stand of the fragrances. GWP

15 Mont Blanc 1. Headphones GWP with fragrance 2. Free with 100ml EUR Displayed on stand in clear front box GWP

16 Corso Vittorio Emanuele II, 24/28, Milano GWP

17 Davidoff win the summer 1. Football - GWP 2. Free with 100ml EUR purchase of Davidoff Cool water and night dive 3. Gift not displayed. Only card shown of the gift. The BA went to search for the gift, after much looking they found a box full hidden away. GWP

18 Emporio Armani - You GWP 1. Battery Pack GWP 2. Free with 50ml EUR and 100ml EUR Free gift was attached to fragrance box with elastic band, packed in cotton drawstring pouch and in polybag. 4. Well displayed in visible position and assistant was quick to show the free gift with the new fragrance.

19 D&G Light Blue 1. Small / Medium size Poly cotton pouch with print / Towel 2. Small Pouch free with 30ml of either men s or women s; Medium pouch free with 50ml of either men s or women s; Towel free with purchase of 100ml of either men s or women s. 3. Well displayed big round stand as you come down the stairs you see it. 4. D&G Light Blue was one of the best selling according to sales assistant. GWP

20 Jimmy Choo 1. Metallic vinyl double pouch set, attached with press button clip on side 2. Free with 40ml or above on new Flower fragrance or original. Original at EUR and Flower at EUR 68 on 60ml. 3. Displayed on high shelf behind the fragrance, however was not easily visible as it almost blended into background colour. GWP

21 Dolce GWP 1. Medium sized pouch soft matt smooth pu with printed logo 2. Free with womens fragrance 75ml or EUR Well displayed around the fragrances on top-medium shelf for passing by consumers to see clearly. 4. D&G assistant was offering the gift and also showed the D&G stand advising with any D&G purchase there was a gift free.

22 Bvlgari 1. Small pouch with print 2. Average spend EUR Pouch not displayed on counter, it was only the card above. Pouch stored in lower drawer. GWP

23 Clinique 1. Pouch - polyester 2. SPF 30 products EUR also a few mini s included 3. No pouch displayed, only card stand by the products stand was away from Clinique main display. 4. Assistant showed the pouch when asked, it was in a drawer under the Clinique display. GWP

24 Shiseido 1. White PU skin care pouch embossed with a red trim and a red zip 2. Free with any purchase of Shiseido sun care ranging from euros to 42 euros 3. On top shelf of product display with other sun care brands GWP

25 Collistar 1. Summer cotton tote bag 2. Spend 50 euros which equates to 2 products and get a free bag 3. Well displayed big circular off shelf display unit and visible when walking downstairs 4. No sample available to see only visual but beauty adviser engaged to sell offer when approached stand GWP

26 Via Dante, Angolo V. Casati, Milano, Italy GWP

27 Lancaster 1. Exclusive GWP cotton fouta towel 2. Free when you buy Lancaster 3. Display card located on shelf with product but no physical product displayed GWP

28 Davidoff/CK 1. White Davidoff branded beach volley ball deflated in a branded box 2. Free with purchase of Davidoff Cool Water range or CK 3. Free gift displayed on the counter under product range with further stock in cabinet underneath display, assistant showed the free gifts. 4. On promotion running from 29 th May to 31 st July 2017 GWP

29 Stella McCartney 1. Black large micro fibre pouch with metal zip puller 2. Free with 100ml EUR Displayed on a free standing unit with sample bottle an exclusive display card and sample of GWP for consumers to touch 4. Beauty advisor asked if we wanted to sample and talked about the GWP GWP

30 Ferrari 1. Exclusive grey Ferrari PU and poly cotton wash bag 2. Free with any purchase of Man in Red fragrance 3. Squashed on shelf next to product with a display card detailing GWP promotion GWP

31 Jimmy Choo - man 1. Black croc Jimmy Choo wash bag 2. Free with any Jimmy Choo male fragrance 60ml or above EUR 3. Stock not available for consumer to touch and feel but display card highlighting GWP offer instore next to Jimmy Choo product GWP

32 Dior 1. Yellow matt PU make up pouch rubberised feel 2. On display on shelf with product GWP

33 C.Dior 1. Polyester blue make up bag cheap feel with pale pink embossed letters and zip 2. Free with 50ml EUR GWP sat infront of fragrance on display shelf and further stock in drawers under stock GWP

34 Alma.K - suncare 1. Large turquoise and white striped beach bag with rope handles and PU branding badge 2. Free with any 2 purchases of Alma K sun care product 3. Displayed on top of sun care free standing fixture in centre at front of store GWP

35 Dior 1. Exclusive pink Dior embossed branded coin purse 2. Free with any purchase of Dior women s fragrance 3. GWP highlighted on a display card positioned on bottom shelf next to Dior product and stored in drawer under display no actual coin purse on display GWP

36 Maison Bio - suncare Large turquoise and white striped beach bag with rope handles and PU branding badge 2. Free with any 2 purchases of Alma K sun care product when you pay an extra 1 euro 3. Displayed on top of sun care free standing fixture in centre at front of store GWP

37 Azzaro Wanted 1. Black PU wash bag 2. Free with 100ml fragrance 3. Displayed with product on a low level shelf GWP

38 Coach 1. Metallic glitter PU pink branded pouch 2. Free with any 30ml 52 EUR 3. Free gift was located behind produce along with tester bottle and product on bottom shelf and highlighted by an exclusive display card 4. Product and display were hidden at back of store behind a partition wall GWP

39 Liu-Jo 1. White PU weekend bag with gold branding 2. Free with any purchase of 75ml fragrance 93 EUR 3. Displayed on the top of a Lui-Jo Gold branded free standing unit with display card and product no testers available. 4. The gift in a set was located on the same stand underneath providing shopper with 2 options GWP

40 Corso Magenta, 2, Milano, Italy GWP

41 Miu Miu GWP 1. Plastic compact mirror or notebook 2. Free with 50ml purchase of blue/red or 81 EUR 3. Testers displayed with GWP on free standing table on an impactful display unit 4. Shopper has choice of either gift and Beauty Adviser confirmed that the new fragrance selling well and popular with consumers they especially liked the gifts as they were different to other GWP

42 Bvlgari GWP 1. Free Bvlgari bag charm with pink and gold branded lozenge and a black tassle 2. Free with any purchase of Splendida beween 10 th May and the 30 th June Display card positioned next to product on shelf, however, no sample of GWP 4. Beauty advisor took GWP from bottom drawer under product to demonstrate what the GWP looked like

43 Via Tommaso Grossi, 3, Milano, Italy GWP

44 Lancaster GWP 1. Lancaster orange cotton beach bag with silver eyelets to support handles 2. Free with any purchase of 2 sun care products ranging from EUR 3. Product and promotional display card located on top of a free standing display unit with samples of product 4. No sample of bag available when asked the beauty adviser went to the till point to get a sample of the bag

45 Lancome 1. Silver and white make up bag 2. Free with any purchase of Monsieur Big Free GWP along with product was positioned on shelf with free bag but no clear communication about offer GWP

46 Gift In A Set

47 Piazza Duomo, 20121, Milan Gift In A Set

48 Zadig & Voltaire 1. Flat yellow PU pouch in gift set 2. Pouch inside tin EUR 70 with fragrance 3. Gift set on shelf with clear sleeve over the tin visible to see the pouch and able to touch it as well by sliding the sleeve. Gift In A Set

49 Lancome - Genifique 1. Small vanity with transparent centre 2. 4 products included EUR Displayed on shelf with other Lancome products, but no other gift sets around it. Gift In A Set

50 Clarins 1. Saffiano PU Pouch red gift set 2. Available for 40 EUR 3. Displayed stacked with other boxes on shelf next to the Clarins counter Gift In A Set

51 La Rinascente Sales Advisor Feedback General Notes La Rinascente had the smallest range of GWP across the retailers we visited, however, there was a broader variety ranging from weekend bag, clutch bag, make up pouch and men s wash bag. The quality of the GWP appeared to be higher quality than in other retailers. It was executed well and felt like as a shopper there had been a top level co-ordination of offers across the store to ensure there was not a GWP overload across brands and a broad range of choice. The Beauty advisors were focused on selling and on some brands it came across as hard selling i.e Narcisco Rodriguez. There was a large display at front of store of D&G Light Blue which stood out and was executed well.

52 Piazzale Antonio Cantore, 12, Milano Gift In A Set

53 Collistar 1. Green & white polka dot shiny PU or PVC pouch bag 2. Free with gift Gift set contained make up remover 50ml and curve and volume mascara Gift In A Set

54 Collistar 1. Large black PU bag 2. Free bag with 2 skin care euros 3. Located on free standing display unit with other skin care gift sets Gift In A Set

55 Collistar 1. Two coloured branded saffiano pouches attached by a popper in 2 colour ways black/royal blue or black/pink 2. Also includes a mascara and eye 24 euros 3. Located on shelf and perceived as good value for. Gift In A Set

56 Clarins - men 1. Clarins Men Essentials for face & body gift set in a box with blue wash bag 2. Free when you spend euros and includes 3 mens face and body products 3. Located on top shelf to create stand out Gift In A Set

57 Furla 1. Beige PU grained rigid clutch bag 2. Free with any purchase of face 141 euros 3. Located on a dedicated free standing unit in-store Gift In A Set

58 Estee lauder 1. Blue crocodile skin effect designed Estee lauder PU pouch 2. Contains 4 Estee Lauder skincare 93 euros 3. Not visible in-store as located on a low level display Gift In A Set

59 Clinique 1. Clinique pouch single sided GWP 2. Available for 71 euros 3. Contains 3 skin care products and located on bottom shelf with additional stock in drawer underneath display Gift In A Set

60 Biotherm & Mandarina Duck 1. Black Mandarina duck urban beauty case 2. Available with 2 shaving products and located on shelf with Biotherm product Gift In A Set

61 Azzaro Chrome 1. Black wash bag 2. Free with 50ml EDT and shower gel 3. Positioned on lower shelf Gift In A Set

62 Issey Miyake 1. Black wash bag 2. Free with 75ml EDT and 50ml shower EUR 3. Displayed on low level shelf with product and a tester bottle for sampling Gift In A Set

63 Dsquared2 1. Gold PU make up bag with gold zip 2. Free with 50ml fragrance Gift In A Set

64 Pupa 1. Gift box in 2 formats with coloured make up bag 2. Peach bag contains make up removed and extreme mascara and blue bag contains make up remover and waterproof mascara 3. Located on shelf within other make up brands Gift In A Set

65 Collistar hair 1. Plastic clear PU make up bag with coloured top panel and matching coloured cardboard sleeve in 4 formats 2. Each bag contained 100ml shampoo and 50ml EUR 3. Located on shelf with 4 formats for different hair types Gift In A Set

66 Coin Sales Advisor Feedback General Notes The execution of GWP in Coin was fragmented with some brands displayed very well i.e D&G Light Blue, Clarins and Clinique There seemed to be a much bigger focus on gift sets across most of the brands, which may appeal more to their target market. The number of Beauty advisors in the store were limited to 3-4 staff when we visited across total beauty and the store appeared to be more focused towards fashion clothing and accessories rather than fragrance There was a large display of D&G Light Blue which stood out and was executed well plus free standing units for Azzaro Wanted, Mont Blanc and Givenchy

67 Corso Vittorio Emanuele II, 24/28, Milano Gift In A Set

68 Collistar 1. Collistar spotty make up bag green and black versions 2. Bag included with 2 products make up remover and mascara 3. Green version curve and volume mascara and black version volume mascara 4. On fixture with other gift sets in centre of the store on a central pillar. Gift In A Set

69 Clinique 1. Clinic cotton pouch bag containing 3 products 2. Contains 3 skincare euros 3. Beauty advisor talked about good value for money Gift In A Set

70 Collistar 1. Collistar 2 colour branded handbag with shoulder strap gift with purchase 2. Spend euros to get free bag 3. Displayed on a free standing plinth with limited stock Gift In A Set

71 Shiseido - Men 1. Two tone wash bag with Total Revitalizer gift set 2. Purchase for 72 euros 3. Free gift along with 4 mens skincare products 4. Displayed on main fixture in-store with 2 facings and detailed price tag Gift In A Set

72 Reminiscence 1. Gift box with free off white pouch bag with turquoise drawstring 2. Gift set 83 euros and includes 100ml & 20ml EDT 3. Located on dedicated free standing unit with other gift sets and also displayed on main fixture on a display shelf with clear pricing Gift In A Set

73 Guerlain - Insolence 1. Black make up pouch inside GWP box 2. Free pouch with 50ml EDT and euros 3. Featured on a free standing display unit and also on a slanted display unit on the Guerlain fixture. Gift In A Set

74 Clarins 1. Clarins A Summer of Beauty gift set with whie PU wash bag with red clarins tag on zip 2. Free with 200ml factor 20 sun cream an 100ml after euros 3. Located on a free standing unit in a prime location at the bottom of the stairwell so you had to pass it to get into the fragrance and skin care area of the store 4. Beauty advisor approached and talked about great value for money Gift In A Set

75 Sephora Sales Advisor Feedback General Notes Due to the specialism of the store the beauty advisors were experienced and knowledgeable on their brands and very helpful There were a number of off shelf displays in-store and also a great fitting on the front of the fixture used to highlight key gift sets, key lines of GWP which avoided the GWP using valuable shelving space There was a good choice of GWPs varying from a make up bag, beach towel, beach bag, beach volley ball, Power banks and weekend bags. Most of these items were displayed and held at the till to collect when you purchased the brand a fairly slick process Again similar to Coin there was a big focus on gift sets, with some great value gifts focused on the consumer usage occasion and seasonality i.e summer of beauty by Clarins essentials.

76 Via Dante, Angolo V. Casati, Milano, Italy Gift In A Set

77 Issey Miyake 1. Mens black wash bag 2. Free in gift set with purchase of 75ml eau de toilette and 50ml shower gel Gift In A Set

78 Clarins 1. Clarins saffiano rubber feel drawstring satchel bag with felt lining 2. Free with 6 products when you purchased Sac 51 euros 3. Located on shelf next to Clarins counter Gift In A Set

79 Biotherm & Mandarina Duck 1. Gift set with large foldable blue weekend bag and draw string bag 2. Free when you buy 2 Biotherm & Mandarina Duck products Gift In A Set

80 Liu-Jo 1. Pouch with gold printed logo 2. Free with 75ml or above 93 euros 3. Located on a dedicated Liu-Jo Gold free standing display unit 4. Plus a gift set (as shown above) for euros Gift In A Set

81 Collistar Gift In A Set 1. Gold Collistar hand bag with chain shoulder strap 2. Free with 100ml EUR Free gift along with other small testers etc were stored on inside bottom cabinet, assistant showed the free gifts. 4. Last day of promotion so they were willing to give away the mirror even with purchase of small bottle, 30ml EUR 65

82 Dior 1. White PU make up bag with pink zip and branding 2. Available for 105 euros 3. Containing expert wrinkle correction wrinkle products Gift In A Set

83 Limoni - Sales Advisor Feedback General Notes The store was fairly small but very compact with a large selection of fragrances and GWP. The beauty advisors were fairly relaxed and did not approach unless you asked them for information or to try a fragrance In most cases the GWP was displayed in-store with an exclusive display card by the product or on an off shelf feature display but if not there was a display card and product was available upon request from a drawer under the counter. GWP focus at front of store was focused on sun cream and summer beach bags when you buy 2 or more products. Coty presence in these retail outlets for Calvin Klein, Davidoff and Lancaster.

84 Corso Magenta, 2, Milano, Italy Gift In A Set

85 Chanel 1. Limited Edition premium black gloss make up bag 2. Chanel Anti wrinkle 176 euros 3. Contains lift cream, eye cream and serum Gift In A Set

86 Giorgio Armani 1. Black 100% polyester wash bag with silver zip 2. Available for 89 euros containing 100ml eau de toilette and 75ml all over body shampoo Gift In A Set

87 Reminiscence 1. Off white drawstring pouch bag with white vivid design and turquoise string 2. Purchase for 83 euros Gift In A Set

88 Dior 1. White PU make up bag Embossed branding and zip (right hand bag with pink zip an logo) 2. Gift in 2 variants variant 1 for wrinkle 105 euros and variant 2 with pink trim for youth skincare 162 euros 3. Remaining 2 boxes on bottom shelf of fixture Gift In A Set

89 Marionnaud Sales Advisor Feedback General Notes Great display unit and feature for Miu Miu in-store and feedback from the Beauty Advisor was that customers liked the GWP of the mirror and the note book. Assuming that the notebook may be left over stock from last season. Minimal GWP and a few gift sets available in-store

90 Via Tommaso Grossi, 3, Milano, Italy Gift In A Set

91 Collistar 1. Two coloured branded saffiano pouches attached by a popper in 2 colour ways black/royal blue or black/pink 1. Also includes a mascara and eye EUR 2. Located on shelf and perceived as good value for. Gift In A Set

92 Douglas - Sales Advisor Feedback on brands General Notes Difficult to take photos in this store and minimal GWP on offer Minimal GWP and a few gift sets available in-store Lancaster Lancome Beauty Advisors helpful and knowledgeable about products on sale

93 Summary Main difference between UK and Italy was the variety of options on GWP, as UK was heavily sku d towards different types of bags, however, Italy were giving away USB sticks, beach volley balls, bag charms notebooks & mirrors La Rinescente appear to be looking at their GWP as a total programme across the store as the execution Sephora have created a display fixture to highlight promotional gift sets and GWP which helps create stand out and does not use existing stock space Recommendations Gain further insight on European consumers to see if there is a difference between their shopping habits by country and understand what GWP drive conversion at point of purchase Presentation of the GWP to drive stand out vs competitive set is important - Display cards with visuals provide clear communication of GWP to shopper & support BAs when the representative for a brand is not available - A pre-stuffed sample bag could be provided for display purposes - how to guide included in retailer store communication to ensure Best in class display for your brands with GWP