Alpha promotion boosts Newcastle sales

Emily Pacey

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Smashbox promotion stimulates passenger spend at Alpha's Newcastle store

A co-promotion between Alpha Airport Shopping and Smashbox Cosmetics has increased spend per passenger by 5% at the retailer's Newcastle International airport store.

The greatest increase in spend was amongst EU passengers, whose like-for-like sales grew by 20%.

The scheme was introduced in early June and offers passengers who spend £60 or more a Smashbox studio box containing items worth £100 ($182) for £10 ($18.20).

Alpha has made average weekly sales of 300 studio boxes, results which the retailer claims 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."