TheMoodieReport.com

TheMoodieReport.com: "Alpha kicks sales targets with Smashbox promotion � 28/09/05
Source: �The Moodie Report
By Nikki Preston
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UK. Newcastle International Airport�s retailer Alpha Airport Shopping has increased sales by +5% as the result of an innovative promotion with American makeup brand Smashbox.

The largest growth in transaction spend was within the European Union (EU) passenger group, where Smashbox sales are up +20% yeear-on-year.

The scheme, introduced in early June, offers passengers spending �60 (US$106) or more a Smashbox studio box containing items worth �100 (US$176) for the reduced rate of �10 (US$18).

Alpha has recorded up to fifty sales of the sets per day, with weekly average sales of 300 since the start of the promotion. Alpha�s Newcastle International Airport store has also seen a +25% increase in perfume sales compared to last year. The rise in sales has been due to increased passenger numbers and changes to the instore offering and promotional activity.

This is the first co-promotion between Alpha and Smashbox and results are above target.

Alpha Airport Shopping Marketing Manager Sharon Hammond said: �Many people are deliberately spending more instore in order to take advantage of this offer. Smashbox is still a relatively new brand for the British market but it has been very well received and has certainly helped us to drive spend.� "