A travel retail concept created for Scandlines Bordershop in Germany and William Grant & Sons has won gold at the 2014 POPAI AWARDS.

 

The concept was named Best Shop in Shop for retail marketing excellence after Scandlines Bordershop was presented with the need to create a shopping experience that differentiated it from all other border shops within Puttgarden, the ferry harbour and village on the German island of Fehmarn, popular with Scandinavian day-trippers and travellers.

 

The objective for William Grant & Sons was to increase sales in the whisky category by creating a demand for products beyond promotions – tempting shoppers to upgrade to more expensive purchases and attracting new shoppers to enter the whisky area.

 

In addition, the design had to create a prominent space for William Grant & Sons brand portfolio including Glenfiddich, The Balvenie, Grants Whisky, and Tullamore Dew, plus competitor brands Lauders Whisky, Islay Mist and Grand Macnish.

 

STRONG STAND-OUT FEATURES

Fixtures were created to merchandise whisky products by brand, presenting strong, stand-out features that act as signposts for the shopper to navigate by brand and flavour. Created by retail marketing specialists HRG, the inviting and immersive store concept apparently wowed the POPAI judges.

 

The judges said: “Appealing to discount shoppers and connoisseurs alike, this truly engaging brand experience makes good use of a range of merchandising techniques to create strong standout, support ease of category navigation in-store and aid improved product knowledge, giving shoppers the tools to buy with confidence.”

 

Martin Olsen, Category Manager, Scandlines Bordershop commented: “This new Glenfiddich Whisky Corner provided us with a unique opportunity to reach the consumer in Nordic markets, delivering an eye-catching, dedicated setting for introducing a variety of premium, ultra-premium and rare whiskies to customers.

 

“This new concept formed part of our ongoing mission to upgrade the quality of our offer to customers and shopping experience with whisky in an interesting and engaging way for consumers – enabling them to experience, enjoy and hopefully buy.”

 

Russell Langridge, Sales & Marketing director at HRG said: “This Gold Award further emphasises HRG’s reputation for producing standout travel retail solutions.”