Product Range – How to Showcase Your Entire Line and Maximize Sales

Use a Full Range section that shows every item at a glance, online and in-store. Place portable items up front, nearby to the entrance, and group products by themed collections so customers can compare options quickly. Make the cards informative with a clear image, a concise spec line, and quick links to the related section for deeper detail. This layout helps customers decide faster and they can move to checkout quickly, driving orders.

Structure the section as a compact grid that supports fast check-in on stock and availability. Each product card should offer a quick view, Options to select color or size, and suggestions for related Sets. Make bought counts or social proof sparingly, and highlight location-specific stock so customers in elbistan notice what they can purchase today. And make it easy to add items to the cart with one click.

Enhance the experience with promotional, themed banners that spotlight combinations rather than single items. For example, present a lancôme-themed care set as a themed option to attract interest while keeping the actual line visible. Include a clear call-to-action for in-store pickup or check-in for reserve and pickup in nearby locations, and ensure the section supports both online-only and in-store shoppers. This approach keeps the presentation cohesive and easy to navigate for customers across channels.

Track performance by watching orders and cross-sell rate from the Full Range view. Monitor which items are bought together, which location shows higher demand, and how often customers switch between Sets and Options. Use data to refresh the section monthly, swap out low-performing items, and add new options in response to seasonal demand. Keep the flow simple: maintain a check-in rhythm for stock, control the visibility of out-of-stock items, and keep the experience fast and friendly for customers.

Product Range and Duty-Free Picks for Istanbul Airports

Start with the tax-free picks on the main floor near the right desks: confectionery, textiles, and fashion lines offer fast, high-need options that travel well. You’re choosing items that travel light; that one thing travels well and makes for quick gifts. This mix shines at IST and SAW, with stock replenished daily by unifrees partners.

Structure your plan by lines to simplify decisions: confectionery and textiles at the entry zones, fashion and gear in mid-floor boutiques, and mobile accessories near the tech counters. They often place long-running best-sellers where foot traffic is strongest. When you compare offers, start with the least expensive option that still delivers impact, then layer up with higher-value picks.

In accordance with traveler guidance, consolidate picks across zones to keep lines short. Category notes: confectionery and Laurent-branded items are popular impulse buys; textiles offer travel-friendly scarves and lightweight fabrics; fashion lines cover wallets, belts, sunglasses; gear and phone items include power banks, cables, and travel adapters. The caddeaçık corridor often routes passersby toward a combined display near the tax-free counters. Make sure to collect samples and check packaging in real life, because the look and feel matter for gift-ready moments. Welcome to a smooth shopping experience that respects your time and budget.

Category	Key Picks	Typical Price Range (TRY)	Best Location
Confectionery	Laurent chocolates, Turkish delight, iconic sweets	150–800	Main floor near the right desks
Textiles	Scarves, lightweight shawls, travel fabrics	200–1200	Textiles & Accessories zones
Fashion	Belts, sunglasses, wallets, travel wear	350–2500	Mid-floor boutiques
Phone & Gear	Power banks, USB cables, adapters	300–1800	Tech counters near lounges
Mobile & Travel Essentials	Phone cases, chargers, organizers	100–900	Desks by entrances/exits

How to map the full product range to customer journeys

Start by auditing the full range and splitting SKUs into four families: everyday carry, toys, treats and gifts, and themed collections. For each family, assign a primary path stage (awareness, consideration, purchase, retention) and set a concrete sales lift target by category. Ensure the mapping is actionable today by naming owners and linking each family to a measurable KPI.

Build a mapping matrix where columns cover family, where customers first interact (stores, online, showrooms) and touchpoints, content needs, and the materials used in displays. Rows capture every SKU or group. Include a flag for vat-free eligibility and for official labeling required by regulations. The matrix should also note limits on breadth to prevent clutter and ensure a focused assortment.

In-store execution matters: align physical flow with the mapping by counters and displays. Place high-appeal items at prominent counters, pair toys with related activities, and use themed displays to tell a story. Ensure the in-store carry matches the mapped flows. Track arrivals of new stock and flag which items cross-sell with complementary families on the themed board. This keeps the experience cohesive across channels and helps customers arrive at decisions faster.

Design and signage must stay consistent with regulations and brand standards. For each family, specify display rules, packaging materials, and color stories. Because clear design reduces cognitive load, standardize product names, sizing, and pack formats. At the same time, tailor materials for each channel so official content translates well in stores and online.

Governance and cadence keep the plan alive. Create a cross-functional board including merchandising, store ops, and legal; run a weekly check-in to review performance and adjust as needed. Laurent coordinates the process and invites a few friends from the stores to share frontline feedback. This approach ensures alignment with regulations and practical constraints.

Category examples and practical tests show value quickly. Map premium lines such as Burberry items to aspirational windows and Givenchy pieces to curated lifestyle displays, with clear signage that communicates price and vat-free opportunities where allowed. In the toys category, highlight safety features and durable materials. Use check-in data to refresh shelves, update pricing, and rotate items to maintain momentum.

Measurement and iteration drive gains. Track lift by family, cross-sell rate, and stock turnover; monitor carry items that rotate into promotions. Set targets like 15% lift in toys and 20% improvement in themed collections over a quarter, and cap breadth with a sensible limit (for example, 25 SKUs per family). Publish the map to stores today and refresh it monthly to stay aligned with customer needs.

Best-practice visual merchandising to display your entire line in airport shops

Position a modular, eye-level display in every airport shop to ensure your entire line is visible in a single glance. Cluster by category: deluxe items on anchor shelves, travel accessories in the middle, and books and swimwear near open lanes. Use a consistent color language and a shared branding strip across stores to create a memorable, exceptional experience for travel shoppers and delight families and solo travelers alike, because clear visibility drives impulse buys.

Design zones for each category with a primary hero item and two up-sell partners to guide the eye. Build a list of SKUs by category and deploy shelf-ready packaging to speed replenishment. Include a diesel-branded corner where licensing allows, and keep a disney corner ready for licensing opportunities to catch families. because certain items–like books, deluxe editions, and must-have accessories–occupy prime positions while junior lines stay in the secondary row. Place swimwear in seasonal clusters near breathable fixtures to encourage quick decisions.

Comply with airports authority regulations on signage heights, fixtures, and security zones. Use open, well-lit displays that maintain sightlines and support smooth passenger flow. Provide clear price and tax labeling, and design wayfinding that helps travelers find what they want without blocking aisles.

Adopt a dedicated replenishment workflow: assign a team to restock daily from the distribution center; coordinate with suppliers along routes such as the ipekyolu corridor to shorten lead times. Link in-store displays to your website for live stock checks and fast reorders, improving money turnover and giving staff confidence to right products. Work with partners like unifrees to balance stock across markets, and allow regional variations to meet local demand while preserving a consistent brand language.

Measure performance by category: sell-through, average transaction value, and speed to shelf for each hero item. Use these insights to adjust open layouts and rotate unused stock promptly, keeping every store exceptional and memorable. These tactics help staff guide shoppers and help travelers find what they want faster here.

Which items from your range are top duty-free picks for Istanbul travelers?

Grab a 30 ml génifique serum and a 50 ml fragrance set, plus Lindt chocolates today, then add Turkish coffee accessories for a complete Istanbul-ready duty-free haul.

• Fragrances and skincare: 50 ml sprays and travel-size sets, including génifique 30 ml serum and Hermes travel kits. These selections travel well, offer immediate giftability, and capture the Turkish experience with notes that echo a Bosphorus breeze. These types of products satisfy both self-use and gifting needs for travelers meeting friends in Istanbul today.
• Chocolates and confections: Lindt gift boxes in 100–200 g formats, plus mini packs that are easy to grab in a single move. Including assorted flavors, they stay fresh in carry-ons and make welcome treats for hosts or colleagues met along the way.
• Turkish coffee and accessories: compact Turkish coffee sets with a cezve (ibric), cups, and a small grinder. Coffee remains a daily ritual for travelers, and these items provide a quick way to recreate a Turkish experience in hotel rooms or at a meeting point in the city.
• Tobacco and accessories: sealed tobacco packs and related accessories that fit duty-free limits, with stamped receipts for smooth customs. These picks appeal to travelers who want a familiar daily ritual plus a local shopping moment in these zones.
• Regional-inspired profiles: fragrance and flavor notes tied to places like Samsun and Malatya–coastal breeze aesthetics from Samsun and apricot-forward accords from Malatya. Including these regional hints helps meet diverse tastes and supports a memorable arrival in Istanbul today.
• Gift bundles and guides: curated sets that combine fragrances, skincare, and sweets in one box, designed for easy grabbing in duty-free zones. A quick guide highlights how to choose, follow, and stamp your purchases so you leave nothing unused and maximize value at checkout.
• Practical travel concepts: compact travel mugs or small accessories branded with practical design ideas (concepts and types) that suit long flights and short layovers. These items add utility to the journey and align with the broader product range, including practical Ford-inspired organizers and other branded pieces in the collection.

Pricing and bundling strategies to boost cross-sell across the full range

Begin with three-tier bundles that pair core items with related treats and a beverage option. Build a Focus kit (2 core items + 1 lokum assortment), a Discovery kit (3 items + 1 beverage), and a Deluxe box (5 items across categories). Price bundles at 12-22% off the sum of individual prices to preserve margin while delivering clear value. For example, a 2-core item + lokum box + beverage can be offered at 28–32, instead of 40–42, delivering a 15–20% uplift in average order value in field tests.

Follow a localization approach: tailor bundles by city and shopper profile. In içerenköy and other cities, highlight compact boxes and kits that fit into luggage. For travelers who arrive in these markets, include passport-friendly packaging and a choice of non-alcoholic beverages to comply with regulations; in regions where permitted, offer an alcoholic option in a separate list of items with stricter age checks. Just the right setups help boost cross-sell.

The core assortment stays dynamic: new lokum, fragrances, and treats arrive weekly and are brought into the lineup via a writer-tested process. A specific rule is to keep each bundle coherent: 2-3 items from the core range plus 1-2 add-ons drawn from beverages, boxes, and kits; this ensures that a shopper can buy a single box and their choice aligns with taste.

Pricing and merchandising details: apply a tiered discount strategy with a maximum discount of 25% on bundles; maintain margins above 40% on the core items; measure impact across cities and channels; track changes in average order value and cross-sell rate for their shop. Follow the following tips to craft the list of bundles and provide a printable guide for shop staff to follow. This wont require massive changes to inventory or pricing systems. If customers bought bundles, they often return for repeat combos.

Packaging and presentation: place bundles near the checkout and on product pages; use clear, concise visuals that show the items included in the boxes and kits. Provide a choice board that highlights lokum, beverages, alcoholic options (where regulations permit), and fragrances; ensure items such as seasonal treats are included and provide a concise list of items provided in each bundle. For shoppers in içerenköy, tailor the picks to their tastes and present them with a simple passport-friendly label.

KPIs to track for ongoing range performance and optimization

Set a 4-week review cycle and adjust the next assortment with a clear target for each sprint.

1. Sales and mix by category: track sell-through for fragrances, textiles, materials, lokum, and other items. Break out by brand such as bvlgari, chloé, and laurent; flag carry gaps and reallocate space to top performers. Target weekly sell-through of 70–85% for core lines, and 30–50% for seasonal or slow-moving goods.
2. Pricing and margins: monitor average price (ASP), pricing realization, and discount levels across global markets. Keep pricing consistent in all doors, including beyoğlu locations, to safeguard gross margin in the next cycle. Aim for a margin range of 35–45% on core fragrances and 40–60% on premium textiles and gifts.
3. Inventory health and turns: watch days of inventory (DOI) and stockouts by item. Target 60–90 days for core goods and 30–60 days for seasonal launches. Lower overstock by rebalancing carry and speeding replenishment for high-demand items.
4. Assortment breadth vs depth: measure the number of items carried against a predefined target. Keep only the top 60–75% of SKUs that drive most sales; explore expanding in airside and gift categories where lokum and related goods show demand, but stay inside safe limits to avoid cannibalization.
5. New introductions and freshness: count items added this period, including new fragrances and textiles. Track speed from launch to first replenishment, and prune underperforming imports within 6–8 weeks if they fail to meet a 20% uplift in week-over-week sales.
6. Customer and channel performance: capture gift purchases and repeat buyers; analyze channel mix (offline in beyoğlu, online, and global) to optimize next shipments. Prioritize channels with higher margin return and steadier turnover.
7. Specific action plan for the next cycle: keep top sellers in prime positions, reduce lower performers, and explore new sources for materials or lokum variants. Test a next wave of fragrances and textiles in select stores, allocating space where customers stay longest and spend more.
8. Data sources and cadence: pull data from POS, e-commerce, and warehouse systems. Combine money flows, item counts, prices, and goods at the item level, then present insights to the team on a weekly basis to drive staying aligned with targets.