Whyte & Mackay embraces focused ‘3D’ approach to optimize sales and elevate shopper experience
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Clarisse Daniels: "The luxury shopper should feel privileged, not overwhelmed"
Whyte & Mackay Regional Director Travel Retail EMEIA & Americas Clarisse Daniels shared the company’s expertise and strategic approach to elevating luxury retail in travel at the recent 2025 APTRA India Conference in Mumbai.
Speaking on the 'Expanding the Revenue Opportunity: Pathways to Unlocking Retail Performance' panel, Daniels delivered a powerful message about the importance of adapting in order to attract and convert high value consumers. At the heart of her insights was Whyte & Mackay’s 3D model, centered around being Desirable, Distinctive and Differentiated – a formula designed to attract high-value shoppers and deliver on the true meaning of luxury.
“This 3D approach keeps us focused on the metrics that matter, and gives us the courage to embrace new directions,” Daniels explained. “By sticking to our ‘Plan D’, we are confident that together we can deliver incremental category sales of US$2 billion to global travel retail over the next five years.”
Whyte & Mackay’s definition of ultimate luxury is centered around two key elements: time and space
Defining – and delivering – luxury to consumers
Whyte & Mackay’s definition of ultimate luxury is centered around two key elements: time and space. “The luxury shopper should feel privileged, not overwhelmed,” Daniels underlined, adding that making the best use of a traveler’s precious time, by harnessing the ‘3Ds’, is vital as the world evolves.
“In order to stay relevant and flourish,” she noted, “we must adapt to attract and convert high value travelling consumers.” And Daniels shared plenty of data demonstrating the potential available to leverage.
According to World Data Lab, the world will add 11 million wealthy consumers this year – with significant disposable income to spend on travel. In her presentation, Daniels also highlighted how India alone will add 21 million affluent consumers in the next decade (source: World Data Lab).
Importantly, Daniels noted the key role Brand Ambassadors play within Whyte & Mackay’s GTR strategy, and how the right sales advisors are uniquely placed to build lasting – and lucrative – relationships with traveling consumers. “By applying human emotional intelligence to our 3D model, we attract and convert high value shoppers,” she explained.
The potential of prestige
In the APTRA panel discussion, Daniels also addressed how to optimize the commercial performance of the prestige liquor category specifically. She highlighted its huge promise, noting:
• By 2028, duty free spirits value is projected to grow +50% globally, adding US$4.6bn in value versus 2019. (source: IWSR)
• The Prestige Plus category in spirits (from US$300) – especially in Scotch Whisky – is set to drive the lion’s share of growth, with Scotch expected to grow +70% by 2028 vs 2019 (source: IWSR).
“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. And to fully exploit all prestige opportunities and optimize commercial performance, we must continue to adapt in order to attract and convert a richer population,” Daniels concluded.
