Becherovka from Karlovy Vary has decided to show people from all over the world the best from its portfolio. For this purpose, it uses our shop-in-shop located in a busy place at Prague Airport, which was provided by the world’s leader in travel retail – Lagardere Travel Retail. Passers-by can even smell some of the herbs from which the well-known alcoholic liqueur is made.

With this shop-in-shop, Becherovka aims primarily at foreign tourists. “The target group includes all foreign visitors who want to take something traditional and authentic from the Czech Republic. A gift that they can share with their friends and so share experiences from visiting the Czech Republic. In addition to bottles, we also offer a large selection of gift packages with branded items, such as glasses and cups. Another target group includes Czech tourists who travel abroad and forgot to pack a Czech souvenir in a suitcase as a gift,” explains Kateřina Kleslová, the Export Brand Manager for Becherovka from the company Jan Becher Pernod Ricard.

Passers-by will smell the fragrance of herbs
The shop-in-shop design has been ingeniously conceived. We focused it mainly on the sense perception of shoppers. As we know that customers shop using all their senses.

If they come into direct interaction with the goods being sold, they are more likely to put it into their basket. We have worked with this fact in all aspects. We equipped the shop-in-shop with glass balls and carafes with dried plants, shoppers could smell, and taste the mixtures of herbs from which Becherovka drinks are being prepared.

Together with Becherovka, we tried to reflect the information about the fact that it is a purely 100% natural product into the design of the shop-in-shop. This builds on the brand’s identity, captures its essence and helps it stand out from the competition. “We used natural materials and plants for that. There are also attractive details, such as the experience spot, where customers of the store can get to know Becherovka better,” says Kateřina Kleslová.

In the shop-in-shop, customers also have a tablet at their disposal, which will provide them with all important information not only about Becherovka, but also about all products from the Jan Becher Pernod Ricard portfolio.

It is essential that we constantly bring innovations and the latest trends to point-of-sale support. We need to keep up with digital technologies. That is why we have placed a tablet onto the shop-in-shop, thanks to which passengers can get acquainted with the offer of promoted goods in all world languages.

Strict safety regulations were not a problem
The entire shop-in-shop, which consists of two smaller islands and a main wall, is decorated with various decorative elements, such as hanging flowers, climbing plants, backlights or framed posters, which create a premium impression.

When designing the display, we also took into account the safety regulations that are typical for airport areas. We have therefore made sure that each part of the display fully complies with these regulations. A supporting pole literally stood in our way, so we finally incorporated it into the whole concept. “Promotion in similar places is always a big challenge, due to the way products are presented and the choice of building materials,” says Kateřina Kleslová.

The shop-in-shop will be standing in the Lagardere Travel Retail store at Prague’s Ruzyne Airport for a long time. Sales support continues despite the smaller number of passengers who pass by the display due to the current situation.

Your Dago Team