Whyte & Mackay’s Clarisse Daniels highlights ‘3D’ model for converting high-value shoppers

INDIA. During the APTRA India Conference (held from 7-9 April in Mumbai), Whyte & Mackay Regional Director Travel Retail EMEIA & Americas Clarisse Daniels shared the company’s strategic approach to elevating luxury spirits in travel retail.

Daniels, speaking on the ‘Expanding the Revenue Opportunity: Pathways to Unlocking Retail Performance’ panel, stressed the need to adapt in order to attract and convert high-value consumers. 

A key element of her insights was Whyte & Mackay’s ‘3D’ model, focused on being desirable, distinctive and differentiated. 

Daniels said, “This 3D approach keeps us focused on the metrics that matter and gives us the courage to embrace new directions. 

“By sticking to our ‘Plan D’, we are confident that together we can deliver incremental category sales of US$2 billion to GTR over the next five years.” 

Whyte & Mackay defines ultimate luxury through two key elements: time and space. Daniels said that “the luxury shopper should feel privileged, not overwhelmed”, noting that making the best use of a traveller’s time by applying the ‘3Ds’ is crucial as the retail landscape evolves. 

She added, “In order to stay relevant and flourish, we must adapt to attract and convert high-value travelling consumers.” 

Daniels also shared data demonstrating the potential available to leverage – according to World Data Lab, 11 million wealthy consumers will be added globally in 2025, with significant disposable income for travel.  

She highlighted that India will add 21 million affluent consumers over the next decade. 

Additionally, brand ambassadors continue to play a key role within Whyte & Mackay’s GTR strategy. Daniels noted that the right sales advisors are strategically placed to build lasting – and lucrative – relationships with travelling consumers. 

“By applying human emotional intelligence to our 3D model, we attract and convert high-value shoppers,” she explained. 

Daniels also discussed how to optimise the commercial performance of the prestige liquor category. She pointed out its strong growth potential, noting:

• By 2028, the global duty-free spirits market is projected to grow by +50%, adding US$4.6 billion in value compared to 2019 (source: IWSR).
• The prestige plus category in spirits (starting US$300), particularly Scotch whisky, is expected to drive the majority of the growth, with Scotch projected to grow +70% by 2028 compared to 2019 (source: IWSR).

Daniels concluded: “For future success, understanding the needs of the next generation – especially younger consumers who are making single malt Scotch their first entry into whisky – is vital.  

“To fully exploit all prestige opportunities and optimise commercial performance, we must continue to adapt in order to attract and convert a richer population.”