Luxottica Group and Motta Internacional S.A. have unveiled striking new personalized merchandising units for sunglasses brands Ray-Ban and Oakley in the Attenza Duty Free store in the departures area at Bogota’s El Dorado International Airport.
The personalized merchandising units, which include a Ray-Ban shop-in-shop and Oakley backwall, form part of the newly refurbished 182 sqm accessories outlet, in which the sunglasses department is a core category. The expanded sunglasses space features 21 brands, and now covers 56 sqm of space, a 60% increase in display capacity. The new space was opened in June.
The Ray-Ban and Oakley personalizations anchor the offer to drive category footfall in the store, says Luxottica, and have led to an immediate increase of +12% in sales for the two brands, versus the monthly sales trend from January to May 2017. During the same month, Attenza Duty Free’s total sunglasses category monthly sales at Bogota grew +33%, versus January-June 2016.
Francis Gros, Head of Global Channels, Luxottica commented: “Merchandising personalization continues to be one of the key pillars in Luxottica Global Channel’s overall growth strategy. We believe that product visibility and brand experience are vital components when it comes to driving sales for our brands and the overall sunglasses category. I believe the execution at Bogota with Motta is one of the best in the Americas to date.”
Guillermo Acevedo, Attenza Duty Free / Motta Internacional Commercial Vice President commented: “The sunglasses category has always been significant for us, and Luxottica continues to push the growth agenda in the category with their innovation, investment and category-level thinking. We are thrilled that our partnership has achieved tremendous sales growth at Bogota, and we are looking forward to a greater partnership between Attenza Duty Free of Motta Internacional and Luxottica in the future.”