PM: So what lies behind these results?
ST: It’s simple. We believe in supporting our brand. We invested heavily in social media – digital touchpoints are key today – and engagement here is something we firmly believe in as a business. So, we had a very strong three week campaign presence in Facebook, Youtube, Instagram and Tik Tok, where we used eye-catching videos and visuals to get consumers to quickly understand what our brand is all about. We managed to deliver some 16 million impressions. That delivered real brand awareness and the pick up at store level is seen by the results I just mentioned.
But, of course, we also invested in the stores themselves with a special Valentine’s Day promotion. That also delivered.
What was so pleasing was the kind of feedback we got from our Harison social media campaign. It wasn’t just about people saying that they enjoyed the taste, but that they appreciated the opportunity of trying something new, which they will return to. One customer even wrote to say that it was a one hour journey to travel to her nearest Walmart, but that she would go back to buy our chocolates!
PM: So what are your plans going forward in the US?
ST: Well, it’s clear that we have got a great platform there to build on and, as we move out of our exclusive arrangement with Walmart, we hope to significantly expand our operations in the US with other well-known domestic retailers.
PM: How will all this impact your travel retail ambitions?
ST: As you know, Peter, we have secured decent listings in travel retail which, of course, we also hope to expand on. It seems to me that there is never a better time for our business retailers to look again at what is different in the categories they offer to be better tuned into what the changing travellers needs now are. Because their needs have changed. The success of Harison with Walmart has shown what is possible and I hope that travel retailers will take note.
PM: Well, you are still relatively new to the travel retail confectionery sector. But I would imagine it will be difficult now for retailers to ignore you – as arguably they still do for many other new brands trying to get access to this marketplace – as you have now created a situation where there must be respect for the brand and its achievements.
ST: I hope you are right. Harison’s USP remains the same as it has always been for the travel retail market.
PM: So what are your immediate plans?
ST: This year. Harison, as for many, is all about consolidation. By Autumn we will have developed something new for the US and we look forward to expanding our range for duty free and travel retail in 2023.
PM: I wish you continued success, Shibu.
ST: Many thanks, Peter
