MARKET REVIEW SUMMER 2017 GIFT WITH PURCHASE ITALY MILAN Visit 21 st -22nd June 17
Contents GWP_Finished Good La Rinascente..p. 4-9 Coin. p. 10-15 Sephora p. 16-25 Limoni Profumerie..p. 26-39 Marionnaud. p. 40-42 Douglas p. 43-45 Gift In A Set La Rinascente..p. 47-51 Coin...p. 52-66 Sephora..p. 67-75 Limoni Profumerie.. p. 76-83 Marionnaud. p. 84-89 Douglas p. 90 92 Summary p. 93
GWP_Finished Good
Piazza Duomo, 20121, Milan GWP
D&G Light Blue GWP 1. Small size Poly cotton pouch with print 2. Free with 50-100ml Average pricing EUR 70-99 3. 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.
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 103-113 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.
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
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
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
Piazzale Antonio Cantore, 12, 20123 Milano GWP
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 109 4. Well displayed 5. D&G Light Blue was one of the best selling according to sales assistant. GWP
Azzaro - Wanted 1. Toiletry Pouch in barrel shape - GWP for men 2. Free with 50ml or above; 50ml @ EUR 54.90 &100ml EUR 72.90 3. Displayed towards front of store on small stand with the fragrance. 4. Rest of pouches stored behind counter in drawer/cupboard. GWP
Givenchy 1. Trapeze shape black vinyl pouch - GWP for women 2. Free with any Givenchy product - @ EUR 184 3. Displayed on a stand behind the fragrances and with other Givenchy products. GWP
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
Mont Blanc 1. Headphones GWP with fragrance 2. Free with 100ml EUR 77.50 3. Displayed on stand in clear front box GWP
Corso Vittorio Emanuele II, 24/28, 20122 Milano GWP
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
Emporio Armani - You GWP 1. Battery Pack GWP 2. Free with 50ml EUR 83.50 and 100ml EUR 108.50 3. 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.
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
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 52.50 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
Dolce GWP 1. Medium sized pouch soft matt smooth pu with printed logo 2. Free with womens fragrance 75ml or above @ EUR 106.50 3. 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.
Bvlgari 1. Small pouch with print 2. Average spend EUR 85.90 3. Pouch not displayed on counter, it was only the card above. Pouch stored in lower drawer. GWP
Clinique 1. Pouch - polyester 2. SPF 30 products EUR 25.50 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
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 28.50 euros to 42 euros 3. On top shelf of product display with other sun care brands GWP
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
Via Dante, Angolo V. Casati, 20123 Milano, Italy GWP
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
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
Stella McCartney 1. Black large micro fibre pouch with metal zip puller 2. Free with 100ml EUR 100 3. 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
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
Jimmy Choo - man 1. Black croc Jimmy Choo wash bag 2. Free with any Jimmy Choo male fragrance 60ml or above 84.90 EUR 3. Stock not available for consumer to touch and feel but display card highlighting GWP offer instore next to Jimmy Choo product GWP
Dior 1. Yellow matt PU make up pouch rubberised feel 2. On display on shelf with product GWP
C.Dior 1. Polyester blue make up bag cheap feel with pale pink embossed letters and zip 2. Free with 50ml EUR 77.90 3. GWP sat infront of fragrance on display shelf and further stock in drawers under stock GWP
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
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
Maison Bio - suncare 1. 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 when you pay an extra 1 euro 3. Displayed on top of sun care free standing fixture in centre at front of store GWP
Azzaro Wanted 1. Black PU wash bag 2. Free with 100ml fragrance 3. Displayed with product on a low level shelf GWP
Coach 1. Metallic glitter PU pink branded pouch 2. Free with any 30ml fragrance @ 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
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
Corso Magenta, 2, 20123 Milano, Italy GWP
Miu Miu GWP 1. Plastic compact mirror or notebook 2. Free with 50ml purchase of blue/red or yellow @ 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
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 2017 3. 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
Via Tommaso Grossi, 3, 20121 Milano, Italy GWP
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 19.95 44.95 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
Lancome 1. Silver and white make up bag 2. Free with any purchase of Monsieur Big Mascara @ 28.99 3. Free GWP along with product was positioned on shelf with free bag but no clear communication about offer GWP
Gift In A Set
Piazza Duomo, 20121, Milan Gift In A Set
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
Lancome - Genifique 1. Small vanity with transparent centre 2. 4 products included EUR 46. 3. Displayed on shelf with other Lancome products, but no other gift sets around it. Gift In A Set
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
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.
Piazzale Antonio Cantore, 12, 20123 Milano Gift In A Set
Collistar 1. Green & white polka dot shiny PU or PVC pouch bag 2. Free with gift set @ 22.90 3. Gift set contained make up remover 50ml and curve and volume mascara Gift In A Set
Collistar 1. Large black PU bag 2. Free bag with 2 skin care products @ 40.90 euros 3. Located on free standing display unit with other skin care gift sets Gift In A Set
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 liner @ 24 euros 3. Located on shelf and perceived as good value for. Gift In A Set
Clarins - men 1. Clarins Men Essentials for face & body gift set in a box with blue wash bag 2. Free when you spend 42.50 euros and includes 3 mens face and body products 3. Located on top shelf to create stand out Gift In A Set
Furla 1. Beige PU grained rigid clutch bag 2. Free with any purchase of face cream @ 141 euros 3. Located on a dedicated free standing unit in-store Gift In A Set
Estee lauder 1. Blue crocodile skin effect designed Estee lauder PU pouch 2. Contains 4 Estee Lauder skincare products @ 93 euros 3. Not visible in-store as located on a low level display Gift In A Set
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
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
Azzaro Chrome 1. Black wash bag 2. Free with 50ml EDT and shower gel 3. Positioned on lower shelf Gift In A Set
Issey Miyake 1. Black wash bag 2. Free with 75ml EDT and 50ml shower gel @ 61.50 EUR 3. Displayed on low level shelf with product and a tester bottle for sampling Gift In A Set
Dsquared2 1. Gold PU make up bag with gold zip 2. Free with 50ml fragrance Gift In A Set
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
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 conditioner @ 10.90 EUR 3. Located on shelf with 4 formats for different hair types Gift In A Set
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
Corso Vittorio Emanuele II, 24/28, 20122 Milano Gift In A Set
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
Clinique 1. Clinic cotton pouch bag containing 3 products 2. Contains 3 skincare products @ 67.50 euros 3. Beauty advisor talked about good value for money Gift In A Set
Collistar 1. Collistar 2 colour branded handbag with shoulder strap gift with purchase 2. Spend 60.50 euros to get free bag 3. Displayed on a free standing plinth with limited stock Gift In A Set
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
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
Guerlain - Insolence 1. Black make up pouch inside GWP box 2. Free pouch with 50ml EDT and mascara @ 83.50 euros 3. Featured on a free standing display unit and also on a slanted display unit on the Guerlain fixture. Gift In A Set
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 sun @ 35.50 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
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.
Via Dante, Angolo V. Casati, 20123 Milano, Italy Gift In A Set
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
Clarins 1. Clarins saffiano rubber feel drawstring satchel bag with felt lining 2. Free with 6 products when you purchased Sac Sorbet @ 51 euros 3. Located on shelf next to Clarins counter Gift In A Set
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
Liu-Jo 1. Pouch with gold printed logo 2. Free with 75ml or above perfume @ 93 euros 3. Located on a dedicated Liu-Jo Gold free standing display unit 4. Plus a gift set (as shown above) for 41.90 euros Gift In A Set
Collistar Gift In A Set 1. Gold Collistar hand bag with chain shoulder strap 2. Free with 100ml EUR 91 3. 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
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
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.
Corso Magenta, 2, 20123 Milano, Italy Gift In A Set
Chanel 1. Limited Edition premium black gloss make up bag 2. Chanel Anti wrinkle collection @ 176 euros 3. Contains lift cream, eye cream and serum Gift In A Set
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
Reminiscence 1. Off white drawstring pouch bag with white vivid design and turquoise string 2. Purchase for 83 euros Gift In A Set
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 correction @ 105 euros and variant 2 with pink trim for youth skincare ritual @ 162 euros 3. Remaining 2 boxes on bottom shelf of fixture Gift In A Set
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
Via Tommaso Grossi, 3, 20121 Milano, Italy Gift In A Set
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 liner @ 29.95 EUR 2. Located on shelf and perceived as good value for. Gift In A Set
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
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