Travel Hubs: New Retail Innovations
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- Roxanne Wright
- 5 years ago
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1 Business & Strategy From large investments in the airport environment to small-but-effective brand activations, travel retail is on track to improve the journey experience. Heathrow Airport Travel Hubs: New Retail Innovations
2 Analysis Tr a v elling thr oug h a n a ir p or t is often memor a b le for a ll the w r ong r ea sons. Queues, secur ity a nd d ela ys a d d to the str ess a nd inconv enience of ca tching a flig ht, ma king the exp er ience something most tr a v eller s w ould r a ther for g et. Air p or ts, r eta iler s, b r a nd s a nd a ir lines a r e now focusing on imp r ov ing the exp er ience. Air p or ts a r e d esig ning mor e inter esting a nd r elev a nt r eta il a nd ser v ice offer ing s to p r otect their commer cia l r ev enue str ea ms a nd keep up w ith r eta il innov a tions elsew her e. F or ma ny of the w or ld s p r emium a nd luxur y b r a nd s, tr a v el r eta il p r ov id es hig h sa les v olumes, a g r ow th r a te a hea d of ma instr ea m r eta il a nd op p or tunities for p ow er ful b r a nd exp osur e. Yet hig h sa les a nd tr a ffic d o not necessa r ily d r iv e innov a tion. The siloed na tur e of tr a v el r eta il w ith no one sta kehold er ow ning the customer jour ney end -to-end ma kes it ha r d for b r a nd s a nd r eta iler s to communica te to customer s in a joined -up w a y thr oug hout the w hole tr ip. Innov a tion ther efor e centr es on b uild ing r ela tionship s w ith p a sseng er s b eyond the a ir p or t. Heathrow Airport
3 Market overview Tr a v el r eta il, p a r ticula r ly in a ir p or ts, is a r eta il b r ig ht sp ot. Accor d ing to new fig ur es fr om Glob a lda ta, g lob a l sp end ing in a ir p or ts r ea ched $ 38b n in a nd w ill g r ow b y 2 7% to $ 4 9 b n b y Air sid e r eta iler s ca p tur e 83% of a ll a ir p or t sp end ing. Air p or t exp a nsion in the Amer ica s d r ov e sp end ing g r ow th in 2 016, a nd tha t is likely to continue. Accor d ing to the Air p or ts Council Inter na tiona l-nor th Amer ica, US a ir p or ts ha v e mor e tha n $ 100 b illion in infr a str uctur e need s ov er the next fiv e yea r s. B y r eg ion, Asia Pa cific is the la r g est a nd fa stest-g r ow ing ma r ket. In 2 016, sp end ing hit $ 14. 8b n, b oosted b y the d ema nd for d uty-fr ee p r od ucts a mong Chinese tr a v eller s. Air p or t d ev elop ment a nd tr a v el r eta il in Asia for m p a r t of the a mb itious p la ns of na tiona l g ov er nments in the r eg ion to incr ea se p a sseng er numb er s a nd sp end ing is on tr a ck to b ecome a r ecor d yea r for numb er s of a ir line p a sseng er s. Accor d ing to IATA (Inter na tiona l Air Tr a nsp or t Associa tion) a n a d d itiona l 2 75m p a sseng er s a r e exp ected to fly in 2 017, b r ing ing the tota l numb er to 4. 1b n. S p end ing in Eur op ea n a ir p or ts r ea ched $ 10. 7b n in 2 016, up 5. 2 %, d esp ite p olitica l a nd socia l unr est d eter r ing p a sseng er s in some ma r kets. Frankfurt International Airport
4 Creating a sense of place S ub consciously, p a sseng er s a ssess ev er y element of their multi-sensor y jour ney thr oug h a n a ir p or t, sa ys R ob b ie Gill, ma na g ing d ir ector of The Desig n S olution, a n a ir p or t r eta il sp ecia list. Air p or ts need to b r ea k thr oug h p a sseng er s p er cep tion of a ir p or ts a s non-p la ces tha t a r e simp ly una v oid a b le stop s on the jour ney to w her e they a ctua lly w a nt to b e. Athens Airport He a d d s: B y exp r essing a n a uthentic sense of p la ce, a n a ir p or t ca n tr a nsmit its uniq ue id entity a nd cr ea te a tr a v el exp er ience tha t is eng a g ing a nd sa tisfying conv incing the tr a v eller tha t this r ea lly is a g r ea t p la ce to b e r ig ht now. New r eta il offer ing s fr om loca l b r a nd s, d ining op tions a nd r ed esig ned d uty-fr ee sp a ces a r e ther efor e hig h on the a g end a a mong the w or ld s most p r og r essiv e a ir p or ts a nd tr a v el r eta iler s. F r om a token souv enir offer a few yea r s a g o, a ir p or t r eta iler s a r e now offer ing v a stly enha nced sp a ce to hig h-q ua lity loca l p r od ucer s, sa ys Ma r tin Mood ie, ed itor of The Mood ie R ep or t. Shiseido Hellenic Duty F r ee S hop s a t Athens Air p or t S cheng en Ter mina l, for exa mp le, offer s a n outsta nd ing a r r a y of Gr eek food, d r inks a nd g ifts. Air p or ts such a s Nice in F r a nce w or k ov er time in p r omoting their r eg ion thr oug h their r esta ur a nts a nd r eta il offer ing s. It' s a n a p p r oa ch ta ken b y Cop enha g en Air p or t, r ecog nised a s the b est in Eur op e for r eta il d ue to its loca l b r a nd s mix, a nd L AX s r enov a ted Ter mina l 6, d esig ned b y Westfield Air p or ts, w hich houses a la r g e numb er of loca l b r a nd s a nd ser v ices r ela ted to L os Ang eles, such a s Tumi' s customised lug g a g e la b els. R eta iler Dufr y, mea nw hile, ha s incor p or a ted d esig n elements b a sed on Cop a ca b a na B ea ch into its new d uty-fr ee a nd d uty-p a id sp a ce a t R io s Tom Job in a ir p or t. On the b r a nd sid e, S hiseid o ha s emb r a ced sense of p la ce thr oug h a n influencer ca mp a ig n focused on Asia n Millennia l tr a v eller s. Pa r tner ing w ith Tha i tr a v el r eta iler K ing Pow er, the b r a nd ta r g eted tr a v eller s b efor e their tr ip s a nd r a n b r a nd a ctiv a tions a t B a ng kok Air p or t a nd K ing Pow er s d ow ntow n d uty-fr ee stor e.
5 Interactive brand experiences With p a sseng er s in a n exp lor a tor y fr a me of mind, a ir p or ts ca n b e a p la ce for b r a nd exp osur e. Pop -up s a nd eye-ca tching insta lla tions p la y a cr itica l r ole. Chr is Annetts, r eta il a nd ser v ice d ir ector a t Hea thr ow Air p or t, sa ys: Pop -up s continue to b e a success, help ing test new b r a nd s a nd p r od ucts to und er sta nd w hether they w ill w or k long er ter m. They a lso help our r eta il offer ing cha ng e ea ch time p a sseng er s fly thr oug h a g r ea t coup for our r eg ula r b usiness tr a v eller s. Frankfurt International Airport Ov er summer 2 017, K a te S p a d e a nd S up er d r y w ill b e intr od uced into Ter mina l 3 thr oug h p op -up s. This follow s B ur b er r y s exp er ientia l p op -up in Ter mina l 2, w hich show ca sed its new DK 6 6 b a g collection a nd fea tur ed a 15m-hig h b a lloon. Pa sseng er s w er e a b le to cr ea te, p r int a nd send p er sona lised B ur b er r y p ostca r d s a nd sha r e a n a nima ted v id eo on socia l med ia. At F r a nkfur t a ir p or t, B a ca r d i cr ea ted a sensor ia l w hisky emp or ium for its Dew a r s b r a nd. The sp a ce includ ed v a p our fusion ja r s to tell its stor y a nd eng a g e p a sseng er s. Frankfurt International Airport Heathrow Airport
6 Beauty concepts B ea uty a ccounts for a thir d of a ll tr a v el r eta il sa les, a nd a s a r esult it is a key d r iv er of innov a tion in the sector. In Pa r is, S hiseid o p r omoted its Ultimune skinca r e r a ng e a t Cha r les d e Ga ulle Air p or t thr oug h a p op -up fea tur ing a n inter a ctiv e " mir r or " a scr een w hich w a s tr ig g er ed b y motion sensor s a s p a sseng er s w a lked p a st a nd a n ipa d d ig ita l p or tr a it a p p. Qatar Airport Yv es S a int L a ur ent unv eiled a new lig htfilled, hig h-touch tr a v el r eta il b ea uty concep t a t Hea thr ow. A centr a l ma ke-up b a r encour a g es p a sseng er s to tr y out new p r od ucts, w hich ca n a lso b e tested d ig ita lly v ia a connected mir r or. R ecor d ed ma ke-up sessions ca n b e ema iled to customer s. The concep t a lso intr od uces a g ift w r a p p ing ser v ice for a ll p a sseng er s to enha nce the feeling of exclusiv ity. Dior s Ma ison d e Pa r fum Pa v ilion in Qa ta r s Ha ma d Inter na tiona l Air p or t show ca ses the b r a nd s p er fume collection, using VR to tr a nsp or t p a sseng er s to Gr a sse in F r a nce to help them to und er sta nd the insp ir a tion b ehind the fr a g r a nces. Heathrow Airport Shiseido
7 Beyond the airport B r oa d ening the a v a ila b ility of d uty-fr ee p r od ucts b eyond a ir p or ts ha s b een a ma jor tr end in Asia n countr ies, nota b ly S outh K or ea a nd Ja p a n. The a r r iv a l of d ow ntow n d uty fr ee stor es fr om L otte Duty F r ee, S hinseg a e a nd K ing Pow er in S eoul, Tokyo a nd now a lso B a ng kok mea ns tr a v eller s ca n b uy d uty-fr ee p r od ucts d ur ing their sta y, r a ther tha n just a t the end, a d d ing a la yer of conv enience a nd encour a g ing sp end. Duty-fr ee e-commer ce b usiness GDF S is testing out a new exp er ience stor e concep t in the Chinese tour ist hotsp ot of Ha ng zhou. Potentia l customer s sig n up for memb er ship b ut ca n then v iew a nd test inter na tiona l b r a nd s in ca teg or ies includ ing skinca r e, cosmetics, fr a g r a nces, lea ther g ood s a nd a ccessor ies. Or d er s a r e p la ced online a t d uty-fr ee p r ices a nd g ood s a r e d eliv er ed to tr a v eller s homes. GDFS GDFS
8 Airport wellness F r om ind oor w a lking tr a cks to med ita tion r ooms, a ir p or ts a r e r esp ond ing to the g lob a l tr end for w ellness b y cr ea ting a r a ng e of ser v ices to encour a g e hea lth a nd w ell-b eing w ithin the ter mina l. Hea thr ow w ill op en a fitness a nd w ellness stud io a t T1 in a utumn 2 017, in p a r tner ship w ith F lyf it. The sp a ce w ill includ e a r a ng e of cla sses a nd ind ep end ent w or kouts, a long sid e hea lthy sna cks a nd nutr itiona l sup p or t. Qatar Airport In the US, the R OAM F itness g ym op ened a t B a ltimor e a ir p or t ea r lier in a nd ha s for g ed b r a nd p a r tner ship s w ith L ululemon a nd B r ooks. Pa sseng er s ca n r ent b r a nd ed a ctiv ew ea r a nd r unning shoes to w ea r w hile they w or k out a t the a ir p or t. The Good L ife F itness stud io a t Tor onto Air p or t offer s ca r d io, w or kouts a nd clothing hir e. S ev er a l Nor th Amer ica n a ir p or ts a lso now includ e yog a sp a ces for self-g uid ed p r a ctices. Roam Fitness Wellness a nd na tur e fea tur e hea v ily in the p la ns for Jew el, the mixed -use comp lex d ue to op en in S ing a p or e s Cha ng i a ir p or t in la te As w ell a s a fiv e-stor ey ind oor g a r d en, hed g e ma ze a nd w a ter fa ll, Jew el w ill includ e a full-ser v ice sp a a s S ing a p or e b id s to b ecome a top stop ov er for g lob a l tr a v eller s. Accor d ing to the Glob a l Wellness Institute, w ellness tour ism r ev enues w er e up 14 % b etw een a nd This ind ica tes a n op p or tunity for r eta iler s a nd b r a nd s to fa cilita te w ellness d ur ing tr a v el, a nd a t the a ir p or t itself.
9 Action points Consumer exp ecta tions a r ound the tr a v el exp er ience a r e on the r ise. B r a nd s need to look to cr ea te a sense of p la ce in the a ir p or t look to p a r tner ship s a nd p r od ucts tha t sp ea k to the uniq ue ta stes a nd loca tions they a r e b a sed in to ca p tur e the fr eq uent tr a v eller. They w ill need to look b eyond tr a d itiona l d uty-fr ee a ir p or t sp a ces to emer g ing d ow ntow n stor es, p a r ticula r ly in Asia. This is not a n issue linked only to r eta il sa v v y b r a nd s w ill need to look a t how they ca n cr ea te the tr a v el exp er ience b efor e the customer lea v es their home. B r a nd s should look to inter a ctiv e p op -up s a s a w a y to tr ia l new a ir p or t sp a ces, w hile a lso cr ea ting in-ter mina l nov elty. Activ ew ea r b r a nd s should b e looking to p a r tner up w ith a ir p or t fitness p r ov id er s a s a mea ns of exp osing new customer s to their p r od ucts thr oug h r enta l or loa n schemes. Los Angeles Airport
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