BAT is focused on provision of innovation in tobacco product communication
British American Tobacco has confirmed its decision to learn the development in cigarette consumer behaviour and to present innovation in tobacco product communication to meet the needs of smokers.
In accordance with the cigarette manufacturer, ongoing change of the travel industry means shoppers’ unmet requirements and behaviours keep modifying. British American Tobacco mentioned that it “continues to be committed to providing innovative experiences to adult smokers in duty-free cigarette stores”.
Data suggest that about one-third of smoking people shopping at the airport are searching for luxury, presents and souvenirs, which are badly available in this segment of exclusive products.
BAT general manager Stefano Mariotti said: “Study demonstrates that on average people travel one-and-a-half times a year. That’s why the time spent searching through the shelves in travel-retail is by far more valuable than the weekly routine in the local store. BAT is assuming measures to meet adult cigarette consumers’ requirements for exclusive and innovative offers in various exciting ways.”
The tobacco company presents its Vogue cigarettes as an example of exclusivity and novelty. Founded in 1932 Vogue is available in over 55 nations including travel-retail. Its latest Vogue Travel-Retail Exclusive versions were introduced in over markets at the end of 2012.
BAT head of operational marketing Martin Hughes added: “Vogue Travel Retail Exclusive versions’ idea came from a famous experience: summer holiday on the French Riviera. The execution included upgrading the classic Vogue packaging and providing two of the best selling cigarette brand for women, Vogue, in attractive and gift-enhancing outers. Communication materials recreated the feeling of the summer holiday breeze inside the store, appealing shoppers to discover this offer.
“The after-launch results are obvious. The study revealed that more than half of those who searched through the cigarette area observed the launch. One-third of the cigarette shoppers were motivated by the exclusivity aspect, the chance of offering the innovative product as a gift or by the attractive design,” Hughes determined.