Moscow-based agency Smart Project prides itself on its cutting-edge approach to training, marketing and service development in travel retail. Affordable prices and a client-centric focus are key factors in the agency’s mission to boost its clients’ brands reputation and standing in the channel.
And it is these principles which Smart Project intends to underline as it “puts words into action” at the inaugural Moodie Davitt Virtual Travel Retail Expo (#Virtual Stand DA-S5).
As a Silver Partner, Smart Project will highlight its services and reveal a new retailing tool during the online event.
CEO & Founder Nadia Emelyanenko describes the company’s approach in travel retail as “transparent and honest”.
“Our main goal at the Virtual Travel Retail Expo, in addition to the presentation of new services, is to support our business partners at a time which is difficult for all us. We’ve all been hit hard by the COVID-19 crisis; after all, we are directly dependent on the budgets of duty free suppliers.
“I believe you can’t stand still. You need to go forward, to set goals and achieve them, no matter how difficult it is.”
Outlining the company’s plans for the Expo, Emelyanenko underlined the opportunity that the event presents for companies which have been unable to participate in international exhibitions in the past.
“I have attended many TFWA exhibitions and have always nurtured a dream to become a TFWA member, to have a stand and present myself as a service provider in our favourite industry. But until now, according to the rules of the exhibition, only an operator or a supplier of products could be a participant.
“This year the Virtual Travel Retail Expo is giving us the opportunity to tell a wider audience about ourselves and to highlight the results of our work with regular partners. I admire the creators of this Expo; they’re doing a great job.”
Smart Project, Emelyanenko said, will spotlight its range of services which “have always been, and will remain”, below-the-line (BLT) for travel retail.
“True happiness is to find your vocation and then accomplishing it throughout all the life. We are those who are inspired by their lifework” – Smart Project CEO & Founder Nadia Emelyanenko. Smart Project is the brainchild of a group of promoters who decided to set up a new type of BTL marketing agency focused on travel retail. With Nadia Emelyanenko as CEO and Founder, the company was formed in 2014 to specialise in organising promotional activities. In April 2015 Smart Project became the first marketing agency member of the Eurasian Association of Duty Free. The agency has since extended its services to include training programmes, recruitment and staffing arrangements, rebranding, furniture restoration, storefront design, digital and social media advertising and marketing and online training sessions. |
This year the agency extended its service line-up with innovative online programmes which were inspired by problems related to the COVID-19 pandemic.
Determined not to let a health crisis get in the way of staff training, the company facilitated online training sessions for the employees of duty free stores across key airports in Russia. Tuition was delivered by representatives of alcohol beverage companies including Abrau-Durso Russian Wine House, Whyte & Mackay, Baron Philippe de Rothschild, Bacardi-Martini and Loch Lomond.
The first intake included 145 employees of retailers Dufry/RegStaer and Imperial Duty Free, based at international airports including Moscow Sheremetyevo, Moscow Vnukovo, Moscow Domodedovo and Mineralnye Vody.
The agency went on to conduct an extensive online travel retail training programme in partnership with family-owned Scottish drinks company William Grant & Sons. Four virtual sessions, from 20 to 29 May, focused on whisky brands Glenfiddich, The Balvenie and Monkey Shoulder, and Hendrick’s Gin.
That project was followed by a further programme with top fragrance and beauty brands including Dior, Clarins and Guerlain in June and with German drinks company Mast-Jägermeister in July.
Since 24 April, over 40 training sessions have taken place, with participants from 12 Russian cities and Kiev, Borispol, Tbilisi and Minsk. Brand representatives from leading drinks and beauty brands have trained more than 1,000 travel retail employees.
“Humanity is our motto. Not everything is measured in money. There are times, even in business, when you need to lend your shoulder to support others” – Smart Project CEO & Founder Nadia Emelyanenko
“Our decision to organise online trainings during self-isolation was a huge success,” Emelyanenko said. “It was extremely important for us to find a solution to the problem of supporting brands and being useful during isolation.”
The training sessions were free to both the brands and their employees. “Humanity is our motto. Not everything is measured in money. There are times, even in business, when you need to lend your shoulder to support others.”
“So much has changed now,” Emelyanenko said. “Passenger traffic has fallen drastically, international air traffic is limited. We must consider new standards for customer service which include social distancing and the use of masks.
“Direct contact with the customer has become less effective and sometimes not even safe but we must remember that every customer is extremely important.”
According to Emelyanenko, Smart Project’s new app will allow a customer to learn about a product in his native language. The multifunctional, multilingual audio programme is available in Russian, English, Chinese, Arabic, Spanish, Japanese and Hindi. The buyer will also have access to the brand’s history, product details and recommendations for its use.
“We believe we can combine personal and top, innovative digital services. That is the way forward.”
Emelyanenko said Smart Project’s mission is to treat each of its clients individually, to offer tailor-made services and solutions.
“Everyone knows that the budgets have been reduced to a minimum until the end of 2020. We are prepared to invest in new initiatives, to try and test them before offering them to our customers. We optimise the cost of our services, to make them affordable without compromising on quality.”
Smart Project targets travel retail in Russia and Commonwealth of Independent States (CIS) countries including Armenia, Azerbaijan, Belarus, Georgia, Kazakhstan, Kyrgyzstan, Moldova, Tajikistan, Turkmenistan, Ukraine, and Uzbekistan.
However, the company is looking beyond that region following a recent project in partnership with Ladoga Group’s Imperial Collection vodka at Dubai International Airport. The three-month collaboration proved successful and sales exceeded expectations.
Considering what dynamics could drive travel retail’s post-COVID-19 evolution, Emelyanenko said: “In the era of global digitalisation, progress is taking place by leaps and bounds. On the one hand, it is very difficult to predict, but on the other, it is obvious that most areas, including retail, will go online.
“We need to be ready and well-equipped to face an online evolution,” she said.
“I believe there is a strong need for new loyalty programmes. Let’s make the travelling customer feel the love in travel retail.”
At the same time, however, Emelyanenko is adamant that increased engagement with travelling consumers is vital for the future of travel retail.
“We need to get closer to travellers, by developing lucrative offers for buyers, raising the level of customer service, expanding the list of services for buyers and, of course, focusing on new technologies.
“I believe there is a strong need for new loyalty programmes. Let’s make the travelling customer feel the love in travel retail.”
Transparency and honesty are qualities that Emelyanenko feels are vital ingredients of strong industry partnerships. “Now it is extremely important to maintain a high level of service, and this is possible only through democratic market procedures and fair tenders.
“We need less market monopolisation, fairer competition and brands must have the right to choose a business partner for the implementation of certain tasks.”
Emelyanenko also emphasised Smart Project’s role as a coordinator in travel retail in Russia and the CIS region. Smart Project played a pivotal role in the formation of the Advertising Agencies Association of Russia (ARA) in 2018, with a focus on duty free consumers’ opinions and behaviour, and the development of relations in the international business community.
The annual Travel Retail Awards Russia were introduced in 2018 and, in 2019, Smart Project organised the ‘Good Hearts Beat’ charity event in association with the Operators Association of Advertising Agencies in Duty Free (OAADF). The event supported orphaned children with neurosurgical diseases who are living in foster homes.
Emelyanenko admits she is a hands-on CEO at Smart Project. “I love the company. It’s not only work, but also a huge part of my life.
“Smart Project is, if you like, my fourth child. I get involved; not a single detail passes me by and Smart Project and I will use the opportunity that the Virtual Expo gives us to get our message across.
“We are the youngest and most progressive agency in our region. We are multifunctional and looking to disrupt with our services and new ideas. We also have a great reputation in travel retail and intend to keep it.”