Table of Contents

1. Key Highlights
2. Introduction
3. What TREX truly demands: exclusivity, relevance and execution
4. The Patagotitan winner: a blueprint for cross-category ambition
5. Destination TREXs and the souvenir factor
6. Scarcity and hyper-limited editions: how rarity drives desirability
7. Retail theatre and immersive retailing: more than decoration
8. CSR and operational innovation: It’s Water turned an everyday need into purpose
9. Collaboration mechanics: how brands, retailers and airports co-create value
10. Measuring success: what the judges valued beyond aesthetics
11. Case studies: what the judges praised and why
12. Operational and commercial considerations for TREX delivery
13. Creative approaches that outperformed
14. Balancing commerce with credibility
15. Replicability and scale: when to localise and when to globalise
16. Financial and marketing ROI: what to expect
17. What judges want to see in future TREX submissions
18. Practical takeaways for brands and airports
19. Risks and pitfalls to avoid
20. The broader industry implications
21. Looking ahead: where TREX concepts are likely to develop next
22. Final observations: TREX as strategic instrument, not decorative appendage
23. FAQ

Key Highlights

• The second annual TREX Awards highlighted travel-retail exclusives that combine authentic channel differentiation, strong retailer-brand collaboration and measurable commercial or social outcomes — with the Royal Salute x L’Oréal Paris x King Power campaign crowned the Patagotitan (best-in-class).
• Winners demonstrated three consistent drivers of success: genuine TREX product exclusivity, immersive customer experiences spanning multiple touchpoints, and purposeful sustainability or destination storytelling (Riyadh’s It’s Water exemplified CSR-led innovation).

Introduction

Travel retail has long relied on the allure of exclusivity to convert transient footfall into lasting sales. The second annual TREX Awards, organised by The Moodie Davitt Report, put that premise under rigorous scrutiny and celebrated the travel-retail-exclusive products, activations and collaborations that delivered the strongest channel-specific value during the past 12–18 months.

This year’s entries ranged from high-concept cross-category activations to simple, high-impact sustainability solutions. Judges rewarded initiatives that went beyond token limited editions and instead married product differentiation with well-executed retail theatre, meaningful storytelling and measurable impact. The result is a snapshot of how brands and retailers are using the travel channel not merely to sell, but to create distinct moments that travelers remember and are willing to pay for.

The following analysis synthesises the TREX Awards outcomes, examines what set the winners apart, and extracts practical lessons for brands, retailers and airports seeking to replicate success.

What TREX truly demands: exclusivity, relevance and execution

TREX stands for travel retail exclusive. That label carries expectations: the product or experience must be exclusive to the channel in a way that matters to travellers. Judges repeatedly returned to three core criteria:

• Product exclusivity and scarcity. A genuine TREX is more than a slight pack change; it is an item or format unavailable anywhere else (or for a strictly limited time), and the exclusivity must be clearly communicated to consumers.
• Channel-focused storytelling. The product and its display must speak specifically to the traveller moment — gifting on departure, memory-making of a destination, or time-poor convenience — not simply replicate domestic offers.
• Execution across touchpoints. Strong TREXs combine in-store presence, digital amplification, staff training and shopper activation. The most effective entries integrated promotional partners, data-driven targeting and experiential elements that drove conversion.

Several entries illustrate how those criteria work in practice. The Glenlivet Cask Master’s Collection and The Royal Salute x L’Oréal Paris partnership were praised for combining exclusivity with expansive multimedia and experiential support. In contrast, initiatives with brilliant retail theatre but lacking a TREX-labelled product — such as the Monkey Shoulder Mixer Truck — scored highly on activation but lost points for limited channel exclusivity.

The Patagotitan winner: a blueprint for cross-category ambition

The Royal Salute x L’Oréal Paris x King Power activation at Bangkok’s Suvarnabhumi Airport emerged not only as category winner but as the Patagotitan Award recipient, recognising the campaign as the best-in-class TREX of the year. It offers a detailed blueprint:

• Clear TREX products: the campaign featured the Royal Salute 21 Year Old The Vintage Blend 2002 and an exclusive L’Oréal Paris Men Expert Age Protect Anti-Aging Routine set — both positioned as travel-retail exclusives.
• Cross-category convergence: spirits and men’s skincare were brought together intentionally. This broke routine shopper patterns by creating cross-interest; a male traveller drawn to premium whisky encountered a premium grooming routine and vice versa.
• Multi-location, multi-touch activation: the programme spanned a high-impact, bar-inspired HPP in the perfumes and cosmetics zone, a King Power Space Lounge takeover with exclusive cocktails, and integrated in-terminal co-branded displays linking spirits and beauty areas.
• Data and partner ecosystem: delivery extended beyond the shop. King Power involved Airports of Thailand, Bangkok Airways, Agoda, Grab and Meta, plus payment integration via Alipay and technical support from Sky ICT. Agoda booking data and loyalty-programme insights enabled targeted pre-arrival engagement.
• Memorable shopper mechanics: complimentary hand massages and custom cocktail recipes printed on magnet mementos gave visitors a physical takeaway tied to the TREX. A blind-box play via Alipay and co-branded gifts drove gamification and impulse sales.
• Training and measurement: intensive consultant training with incentives ensured staff could translate curiosity into conversion. Campaign KPIs tracked not only sales but also engagement metrics.

The judges emphasised that the campaign’s strength lay in its completeness: genuine TREX products, a compelling shopper proposition, operational breadth and data-driven targeting. That rare confluence of elements justified its top accolade.

Destination TREXs and the souvenir factor

Travelers buy more than products; they buy memories. Several winners exploited destination affinity as a core value proposition.

INseparable Gin (Portugal Duty Free) created a “Travel Collection” tailored to the trio of Portuguese duty-free stores at Faro, Lisbon and Porto. Each label adapted to local culture and imagery, turning the bottle into a region-specific souvenir. The result combined tangible collectability with affordable pricing (€17.90 per bottle) and rapid sell-through — more than 2,100 units recorded within the initial launch window. Retailers who offer destination-specific TREXs create a compelling pre-departure purchase proposition: a small, affordable keepsake that travelers can carry home.

Saint Laurent’s duplex flagship at cdf Sanya integrated TREX-marked limited-edition handbags and ready-to-wear pieces tied to Hainan’s unique shopper demographic and the store’s “travel retail exclusive” identity. That level of localisation turned the store itself into a TREX platform, not merely a point of sale.

The lesson: when destination identity is embedded in product design, packaging or presentation, the product becomes both functional and mnemonic — a souvenir that justifies channel exclusivity.

Scarcity and hyper-limited editions: how rarity drives desirability

Scarcity is a classical driver of premium perception. Mondelez World Travel Retail’s Toblerone Crunchy Popcorn with Avolta executed the principle decisively. Only 2,000 individually numbered bars were produced and sold exclusively at Athens International Airport over two months, with daily availability capped at 33 bars. The campaign turned limitation into theatre: a daily countdown and visible stock scarcity created urgency and social-talk potential.

Similar scarcity models have long succeeded in luxury spirits and confectionery. Teeling Whiskey’s Dublin and Cork Airport Duty Free Christmas Batch — a travel- and world-exclusive seasonal bottling — leveraged the seasonal buying impulse and a restricted distribution footprint to lift both volume and prestige. These projects prove that scarcity needs careful management: limited runs must be supported by communication that makes rarity visible and by distribution controls to preserve exclusivity.

Retail theatre and immersive retailing: more than decoration

The TREX winners emphasised experience as conversion. Chivas Regal’s Mumbai boutique, The Glenlivet pop-ups at Changi and the Estée Lauder ‘S-Project’ at cdf Sanya each created immersive environments that elevated product discovery beyond shelf browsing.

Key components of effective retail theatre observed in winning entries:

• Sensory engagement: aroma, tactility and taste or nosing sessions encourage dwell time and create association.
• Thematic staging: setting a clear aesthetic — gold motifs at Chivas, duplex flagships for luxury fashion, bar-inspired HPPs for whisky — reinforces brand identity and the exclusivity of the offering.
• Service-led conversion: dedicated roles for experiential services and client relationship management, as in cdf Sanya’s Estée Lauder flagship, moved staff activity away from transactional selling toward consultation and retention.
• Media integration: editorial partnerships (e.g., Condé Nast Traveller for The Glenlivet) extended reach beyond the terminal and lent the TREX editorial credibility.

These elements combine to produce elevated average transaction values (ATV) and to reposition travel retail from commodity to curated luxury. The S-Project submission explicitly tied customer experience KPIs to sales targets — a useful model for aligning store behaviour to strategic goals.

CSR and operational innovation: It’s Water turned an everyday need into purpose

The TREX Awards also placed a strong emphasis on sustainability and social purpose. Riyadh Airports Company’s It’s Water initiative at King Khalid International Airport converted a ubiquitous commodity into a purposeful travel-retail proposition.

Why It’s Water worked:

• Behavioural fit: the open refrigeration booth and self-service payment remove friction for time-pressured travelers while preserving the quick-grab convenience of bottled water.
• Sustainable packaging and messaging: carton-based packaging and Riyadh-themed illustration embed cultural storytelling and environmentally friendly cues into the product.
• Measurable environmental impact: the programme displaced an estimated 1,200kg of plastic per month across four booths — equal to preventing roughly 60,000 single-use plastic bottles from entering waste streams monthly. Scaled to ten locations, this represents a substantive plastic reduction aligned with Saudi Vision 2030 circular-economy goals.
• Operational scalability: the model validated rapid check-out and reduced queues during peak periods, while delivering strong sell-through that justified expansion.

The It’s Water entry demonstrates that CSR-focused TREXs can perform commercially if they are designed around consumer convenience and clear, verifiable environmental benefits.

Collaboration mechanics: how brands, retailers and airports co-create value

Several award entries stand out for how they structured collaborative working:

• Shared KPIs and governance: cdf Sanya and Estée Lauder implemented a bespoke structure with specialised roles and joint KPIs, including Mystery Shopper validation. This ensured accountability and aligned incentives across the retailer-brand partnership.
• Cross-company data sharing: the Royal Salute x L’Oréal x King Power initiative integrated third-party partners such as Agoda for booking data and Meta for audience targeting. Data allowed pre-arrival comms, localised offers and reactive promotions.
• Cross-category product bundling: creating TREX sets that combine items from historically separate categories (e.g., whisky + men’s skincare) creates new consumer propositions and cross-sell opportunities.
• Retailer-led exclusivity: retailers can secure differentiation by partnering on limited production runs, exclusive SKUs or co-branded packaging, as seen with INseparable Gin and Teeling’s airport-exclusive bottling.

A collaborative mindset and clear governance structures are required to move from concept to operational success. Shared measurement and agreed promotion schedules reduce friction and improve outcomes.

Measuring success: what the judges valued beyond aesthetics

Judges assessed submissions on more than design flair. The recurring measurement themes included:

• Evidence of exclusivity: documentation that the product or SKU was only available in the travel channel (or within defined airports/stores) and that production/distribution controls prevented leakage.
• Commercial results: where possible, judges rewarded entries that provided sales figures, sell-through rates and ATV uplifts. INseparable Gin’s 2,100+ units and the resultant revenue figure were cited as strong evidence of commercial viability.
• Consumer engagement metrics: SPA bookings, consultation seating rates, dwell time, digital click-throughs and promotional redemptions informed the judges about whether an initiative achieved meaningful engagement.
• Sustainability metrics: for CSR-related submissions, verified plastic savings, carbon-reduction estimates or pack lifecycle data were decisive. Riyadh’s quantified plastic displacement proved persuasive.
• Continuity and scalability: judges looked for replicable formats that could be scaled or adapted to other locations, not one-off stunts with no follow-through.

Transparent reporting, clear objectives and credible KPIs make the difference between a compelling concept and a winning TREX.

Case studies: what the judges praised and why

Royal Salute x L’Oréal Paris x King Power — Winner, TREX Collaboration & Patagotitan This campaign excelled because it combined authentic TREX products with a meticulous multi-channel plan. Judges noted the campaign’s depth: pre-arrival targeting, high-impact in-terminal activations, exclusive lounge experiences and gamification mechanics. The use of data partners and payment-platform promotions amplified conversion and extended campaign touchpoints beyond the screen and the store.

The Glenlivet Cask Master’s Collection & Changi Airport — Gold Pernod Ricard Global Travel Retail delivered a permanent aged range exclusively for travel retail and supported it with an immersive Changi pop-up. The partnership’s editorial tie-up with Condé Nast Traveller and an expansive PR programme showed how editorial partnerships can elevate a TREX’s perceived cultural capital.

Toblerone Crunchy Popcorn with Avolta — Gold Mondelez’s hyper-limited Toblerone edition made scarcity visible and playful. Judges recommended the approach as a template for confectionery and giftable categories where limited runs and visible numbering create urgency and social-share potential.

It’s Water — Winner, Best CSR-Related TREX Riyadh Airports’ hydration initiative combined convenience, sustainable packaging and destination storytelling. The judges praised both the operational gains (faster transactions, reduced queues) and environmental outcomes (measured plastic displacement), noting the alignment with broader national sustainability goals.

cdf Sanya x Estée Lauder ‘S-Project’ — Gold This duplex flagship reimagined beauty retail by creating a large-scale, immersive environment focused on experience rather than price competition. Judges singled out the move to assign dedicated roles for experiential services and treat customer experience KPIs with the same weighting as sales targets.

Dublin and Cork Teeling Whiskey Christmas Batch — Gold Teeling’s travel- and world-exclusive release, available in ARI-operated airport channels and online, demonstrated how seasonal TREXs can capture peak-period demand while reinforcing a brand’s collector appeal.

Chivas Regal Mumbai Boutique — Silver A premium, gold-themed boutique aligned with brand identity. Judges appreciated the store’s design and product mix but sought clearer TREX communication — a reminder that even excellent retail environments require explicit channel-exclusive storytelling.

Operational and commercial considerations for TREX delivery

Creating a successful TREX requires careful alignment across several operational fronts:

Supply chain and production

• Limited editions need strict production runs and traceability. Overproduction risks diluting exclusivity; underproduction can frustrate demand.
• Lead times for bespoke packaging or special finishes require coordination between brand manufacturing and retailer distribution schedules.

Retail readiness and staff training

• Specialist TREX activations benefit from trained brand consultants and performance incentives. Staff must be prepared to translate experiential interest into purchase.
• Mystery Shopper programmes and routine QA checks secure consistent service standards.

Compliance and IP protection

• Exclusive products that leverage local cultural motifs must comply with IP and cultural-sensitivity considerations. Retailers and brands should confirm local regulations around product claims, ingredient labelling and duty-free rules.

Pricing and margin management

• TREXs often command a premium. Retailers should ensure price positioning aligns with perceived value and channel economics, and brands must protect brand equity by avoiding domestic price erosion.

Digital integration

• TREX success increasingly depends on a seamless blend of in-terminal experiences and digital promotion. Pre-arrival targeting, loyalty offers, and QR-code activations bridge the traveller journey from research to purchase.

Logistics and post-purchase fulfilment

• For high-value or fragile TREX items, consideration of online pre-order or airport delivery to gate/flight can broaden accessibility while preserving the exclusive in-channel purchase promise.

Creative approaches that outperformed

Three creative strategies repeatedly appeared among winners:

1. Cross-category bundling: Bringing complementary product categories together created new value propositions. The Royal Salute x L’Oréal campaign used cross-category logic to increase shopper reach and stimulate purchase occasions outside normal category affinity.
2. Purpose-led productisation: Riyadh’s It’s Water reframed an everyday product through sustainability, packaging and a frictionless experience. Consumers rewarded convenience paired with purpose.
3. Scarcity-driven storytelling: Mondelez’s hyper-limited Toblerone edition showcased how transparent scarcity — daily caps, visible numbering — drives both excitement and social conversation.

Brands and retailers should choose creative tactics that align with category norms, shopper behavior, and logistical feasibility. A concept that works for premium whisky may not transfer to bottled water, and vice versa.

Balancing commerce with credibility

TREX initiatives must straddle two demands: commercial return and authentic value. Judging panels penalised entries that showed strong promotional spectacle but lacked a clear TREX product or channel exclusivity. Likewise, products marketed as exclusive that were available domestically undercut credibility.

Practical steps to maintain balance:

• Lock distribution: enforce allocation limits and monitor resale channels.
• Communicate exclusivity: use visible labelling, signage and employee scripting to explain why the item is exclusive and why it matters.
• Be honest about sustainability claims: provide verifiable metrics and lifecycle analysis when making CSR assertions.
• Measure beyond sales: track engagement and long-term loyalty metrics tied to TREX activations.

When exclusivity is authentic and the retail experience is coherent, consumers accept price premiums and often become brand advocates.

Replicability and scale: when to localise and when to globalise

Not every TREX should be global. The entries demonstrate three valid approaches:

• Global TREX collections with consistent premium positioning (e.g., Glenlivet Cask Master’s Collection) add a worldwide prestige halo while allowing local activations to vary in intensity.
• Regional or airport-specific TREXs (e.g., INseparable Gin across three Portuguese airports with region-tailored labels) harness local identity and collector behaviour.
• Seasonal or event-driven TREXs (e.g., Teeling Christmas Batch, Biosota’s Lunar New Year Manuka honey) capitalise on temporal demand spikes.

Retailers should decide whether the TREX aims to generate global brand heat, drive specific airport sales, or capture peak-season gift-buying. The right choice affects production runs, logistics and promotional planning.

Financial and marketing ROI: what to expect

TREX projects frequently generate disproportionate marketing ROI relative to their production cost because exclusivity amplifies perceived value. Measurable outcomes seen in the award submissions include:

• Elevated ATV: curated TREX assortments and premium packaging often lift the average basket.
• Rapid sell-through: limited runs and tight daily availability create urgency that converts quickly.
• Media and PR returns: editorial tie-ins and social sharing amplify earned media, often at low incremental cost compared with broad advertising.
• Brand halo effects: TREXs can enhance mainstream product sales by reinforcing premium perception.

However, brands must budget for additional costs: bespoke packaging, dedicated production lines, in-terminal fixtures, staff training and media partnerships. A clear pre-launch financial model with conservative sell-through estimates reduces risk.

What judges want to see in future TREX submissions

The TREX judging panel highlighted several recurring themes that future entrants should address:

• Explicit TREX articulation: state how and why the product is travel-retail exclusive and cite mechanisms that preserve exclusivity.
• Measured outcomes: provide hard sales figures, sell-through rates and engagement metrics where possible.
• Channel-aligned storytelling: show how the product or activation fits the traveller moment and enhances the customer journey in the terminal.
• Collaborative evidence: detail the roles of each partner and the governance model that ensured execution and accountability.
• Sustainability verification: if CSR is part of the story, include quantitative impact data or third-party verification.

Entrants that combine creativity with operational clarity will achieve higher scores and visible industry recognition.

Practical takeaways for brands and airports

Actions actionable for commercial teams:

• Start with the shopper insight: identify a specific traveler need (gifting, souvenir, convenience, discovery) and design the TREX around that moment.
• Make exclusivity visible: labelling, numbering and in-store signage should leave no doubt that the item is channel-limited.
• Build cross-functional teams: include commercial, supply chain, legal, marketing, customer experience and the retail operator early in the planning phase.
• Use data to amplify: pre-arrival targeting and loyalty insights extend reach and increase relevancy.
• Measure early, iterate fast: pilot in a single hub, test merchandising and messaging, then scale the format where results validate investment.

These steps reduce risk and increase the probability that a TREX will deliver both strategic and commercial returns.

Risks and pitfalls to avoid

Common causes of underperformance included:

• Token exclusivity: minor pack changes without meaningful product differentiation dilute the TREX promise.
• Poor communication: if shoppers don’t know an item is exclusive, its value proposition evaporates.
• Operational lag: insufficient training, fixture delays or inconsistent in-store execution undermine otherwise strong concepts.
• Overly complex mechanics: gamification and partnerships can add value, but complicated redemption or payment flows reduce conversion.

Successful TREXs are the product of disciplined simplicity: an idea executed with excellence, supported by measurable systems.

The broader industry implications

This year’s TREX Awards reveal several shifts in travel retail strategy:

• Experience and exclusivity trump price-only competition. Retailers are increasingly investing in TREXs to offset discount-driven erosion from online competition.
• Cross-category collaboration is emerging as a potent growth vector. Luxury spirits aligning with beauty brands shows how adjacent categories can create new shopper occasions.
• Sustainability and purpose now factor as central differentiators. The It’s Water programme demonstrates that environmental leadership can be monetised within travel retail.
• Data-driven pre-arrival engagement broadens the in-terminal playbook. Airlines, booking platforms and ride-hailing partners can become promotional partners in their own right.

Travel retail is maturing from transactional duty-free to curated travel-commerce, and TREXs are the mechanism accelerating that evolution.

Looking ahead: where TREX concepts are likely to develop next

Several trends are likely to influence the next wave of TREX innovation:

• Greater convergence with hospitality and F&B: lounge takeovers, pre-flight culinary pairings and drink-flight experiences will increase as airports prioritise dwell-time monetisation.
• Personalisation at scale: QR-driven product journeys that adapt price or bundle offers based on passenger profile will become more common.
• Durable sustainability claims: second-generation CSR TREXs will combine circular packaging with verified lifecycle benefits and reuse or recycling mechanisms in airport environments.
• Omni-channel TREXs: online pre-order with airport pick-up or gate delivery will expand the reach of exclusives while protecting channel limits.

The winners from this year illustrate how to move from concept to scalable reality: authentic product exclusivity, repeatable retail mechanics and rigorous measurement.

Final observations: TREX as strategic instrument, not decorative appendage

The 2026 TREX Awards reinforced a central point: travel-retail exclusives matter only when they are conceived as strategic instruments that deepen customer relationships and protect channel value. Good TREXs are more than souvenirs or seasonal decorations. They are carefully designed offerings that respond to traveller motivations, fit operational realities and produce measurable outcomes.

The year’s winners provide a practical map. Successful projects combined authentic exclusivity with destination storytelling, clear shopper mechanics and robust retailer-brand governance. They illustrate how travel retail can deliver product-led differentiation that justifies a premium and strengthens the retail mix.

Brands and retailers that adopt these principles will find the channel more resilient and more profitable — and travellers will leave airports with reasons to remember the journey.

FAQ

Q: What qualifies as a TREX product? A: A TREX (travel retail exclusive) is an item or format that is offered exclusively within the travel retail channel — at airports, onboard or in specific duty-free stores — and not available in domestic markets or mainstream retail during the same period. Genuine TREXs typically involve unique packaging, limited production runs, exclusive formulations or collaborative bundling created specifically for travellers.

Q: How are TREX Award winners selected? A: Winners are chosen by an expert judging panel. Evaluation criteria include the authenticity of channel exclusivity, the strength of retailer-brand collaboration, execution across shopper touchpoints, commercial or engagement results, and, for CSR-focused entries, measurable environmental or social impact.

Q: Do TREXs need to be luxury products? A: No. TREX can apply to any category — from premium luxury spirits and designer fashion to affordable destination souvenirs and essential F&B items. The core requirement is that the product delivers travel-specific value and that exclusivity is meaningful and clearly communicated.

Q: How can brands protect TREX exclusivity? A: Protection methods include strict production limits, serial numbering, controlled distribution agreements, co-branded packaging tied to retailer channels, digital verification measures and retailer enforcement to prevent parallel imports or domestic roll-outs.

Q: Are TREX campaigns profitable? A: Yes, when designed correctly. TREXs often deliver elevated ATV, rapid sell-through and high PR value. Profitability depends on careful cost control for bespoke packaging and fixtures, accurate sell-through estimates and integrated marketing to ensure awareness and conversion.

Q: What are practical first steps for a retailer or brand planning a TREX? A: Start by defining the traveller insight the TREX will address. Confirm exclusivity mechanics and production capacity. Build a cross-functional plan covering merchandising, in-store experience, staff training, digital amplification and measurement. Pilot in a single hub before scaling.

Q: How can sustainability be incorporated into a TREX? A: Use sustainable materials, design for reusability or recyclability, quantify and communicate environmental benefits, and design operations (packaging, dispensing systems) that reduce single-use waste. Verification and transparent reporting strengthen credibility.

Q: Can non-travel partners add value to TREX campaigns? A: Yes. Booking platforms, ride-hailing apps, payment providers and media partners can supply targeting data, pre-arrival reach and technical integration. The Royal Salute x L’Oréal x King Power winner demonstrates how partner ecosystems extend campaign touchpoints across the traveller journey.

Q: How should success be measured? A: Measure both commercial and engagement outcomes: units sold, sell-through rate, ATV, dwell time, SPA/bookings (where relevant), digital click-throughs, pre-arrival engagement rates and CSR metrics for sustainability claims. Tie these to campaign objectives and report transparently.

Q: What mistakes should entrants avoid in TREX submissions? A: Avoid claiming exclusivity without clear distribution controls; failing to present measurable outcomes; neglecting staff training and in-store execution; and overcomplicating shopper mechanics that hinder conversion. Clear, verifiable data and a coherent shopper narrative will strengthen any submission.